Briefs and ad ideas
Write a brief with AI help, generate eight ad concepts across seven persuasion angles, and choose the ones to turn into static ads and videos.
2 min readUpdated Oct 17, 2026Applies to Adcraft 1.0.0
A brief says what to sell, to whom and where. Adcraft turns it into concepts: ready-to-use ad ideas with copy. You pick the concepts you like and make ads from them.
Write a brief
| Field | Notes |
|---|---|
| Title | Required |
| Product | A product from the library, or the whole brand |
| Objective | Awareness, Consideration, Conversion (default) or Retention |
| Audience | Required |
| Offer or key message | |
| Platforms | Meta, Instagram, TikTok, Google, YouTube. Meta and Instagram are ticked by default. |
| Formats | Static ads, Product video, UGC video |
| Tone | Optional; overrides the brand kit's tone for this brief |
| Constraints | One per line. Constraints about health, money, "best" claims or guarantees make the matching claims checks strict. |
Brief help
Each field has Suggest (when empty) or Improve (when filled), and the whole form has Write the brief or Polish the brief. Help uses the brand kit and the product, prefers a fast model (Claude Haiku 4.5 when Anthropic is connected), and costs no credits. It is limited to 20 requests a minute per workspace.
Without a text model, it returns a labelled sample draft.
Performance and the "next step" panel on a finished ad can also open a brief pre-filled from an existing creative, so a winning or tiring ad becomes the starting point for the next round.
Generate ideas
Creating a brief starts a run of eight concepts; Generate more adds four. A run costs 1 credit, charged when it finishes, and a failed run is not charged.
Concepts appear one at a time as the model writes them. They are spread across seven angles: problem and solution, social proof, before and after, founder story, objection handling, comparison and seasonal. Each concept has:
- a title, angle and format;
- a hook, headline, primary text, description and call to action (up to 20 characters);
- a visual direction and a scene prompt for the image model;
- for video formats, a timed script of 15 to 30 seconds;
- which platforms it suits.
Copy is generated within each platform's text limits:
| Platform | Headline | Primary text | Description |
|---|---|---|---|
| Meta | 40 | 125 | 30 |
| TikTok | 100 | 100 | None |
| 40 | 90 | 90 | |
| YouTube | 15 | 90 | 90 |
The default text model is Claude Opus 5 (ANTHROPIC_API_KEY). An admin can make another text model the default, for example GPT-5.5 or any OpenAI-compatible model; see AI models and providers.
Note
Without a text model, a run returns eight deterministic "[Sample]" concepts so you can try the flow, and the page says they are samples. The run still costs 1 credit.
Choose concepts
Each concept card has Select, Reject, Restore and Unselect. A selected concept offers the next step:
- Make the ad for a static ad (Static ads);
- Make a video or Make the UGC video for video concepts (Videos and Character Studio);
- Static version to make a static ad from a video concept.
Selected concepts from any brief can also be turned into many ads at once with bulk generation.