Creative Director: concept sessions
A concept session answers “what do we make?” before anyone writes a brief or generates an asset. The agent studies what you already have (your creatives, the hook bank, saved competitor scans, audience personas, the client profile) and proposes 5–7 concepts, each built as mechanic × angle × hook for your offer. The concepts are saved to the team and shown as a card in chat and in the Concepts tab of /creatives.
Start a session
Section titled “Start a session”- Open the Concepts tab of
/creativesand press Creative director: it sits in the empty state until the first session, then at the end of the status filter row. A chat opens with the session prompt pre-filled. Review and send it. - Or ask the agent in chat: “give me concepts for this offer”, “what should we shoot next”, “new hooks for the Germany campaign”.
The agent asks only for what it does not know yet — offer and GEO, creative language, who can film what, existing raw assets, and how bold to go — in a single form.
What a concept contains
Section titled “What a concept contains”| Field | Meaning |
|---|---|
| Mechanic | How the creative is built: who films whom, what proves the claim, how the first seconds work. Chosen from the platform’s mechanics library (48 mechanics with recipes) or invented for your case. |
| Angle | The message: pain, outcome, proof, contrarian, identity, urgency… |
| Hook | The first line / first 1–3 seconds, in the creative language, with up to three variants. |
| Route | AI — generated here; shoot — you film it from a shooting script; hybrid — your raw assets (screen recording, product clips, a selfie video) finished by the AI. |
| Policy risk | How exposed the concept is to Meta’s advertising policies as written: low, medium or high. Anything above low comes with a compliant variant — the same idea inside policy. The flag warns; it never blocks. |
| Why it works | One line of evidence: a hook from your bank, a gap in competitor patterns, a persona, or “hypothesis”. |
Boldness
Section titled “Boldness”The session has a boldness dial: Safe (proven mechanics, literal claims, low risk only), Bold (the default: pattern interrupts, observer / reaction / proof mechanics, medium-risk ideas with a compliant variant) and Edgy (adds high-risk mechanics and deliberately odd concepts, still each with a compliant variant). Boldness changes the mix of ideas, not their honesty — the agent never proposes lying about the product or evading review.
The concept card
Section titled “The concept card”Each concept on the card has four actions:
- Generate — opens chat with a pre-filled request to generate from the concept (hook, scene, format, language). Send it, confirm the price when asked, then download the result from chat or the library. The result is linked to the concept and its status becomes generated.
- Shooting script — opens chat with a pre-filled request for a phone-shoot script: cast, location, props, a shot table (time · shot · audio · on-screen text), the hook shot, the proof moment, deliverables (including a safe take when the concept is flagged) and a do-not list. Send it to have the agent write the script. The script is saved on the concept (status in production).
- Select / Drop — mark what you want to develop or discard. You can Restore a dropped concept.
Statuses: proposed → selected → in production / generated → live, or dropped. They are informative — nothing is blocked by a status.
Concepts tab
Section titled “Concepts tab”/creatives/concepts lists every saved concept of the team, newest session first, with the same actions. Members with read-only roles see the concepts of the ad accounts assigned to them; concepts saved without an account are visible to the whole team.
Useful requests
Section titled “Useful requests”“Run a concept session for the new offer, edgy, Spanish market.”
“Give me three more concepts, but only ones I can film alone with a phone.”
“Generate creatives for concept C-12.”
“Write the shooting script for C-15.”