{
  "skill_name": "ad-creative-brief",
  "evals": [
    {
      "id": 1,
      "prompt": "I run growth at Loomora, a DTC sleep-supplement brand doing about $220k/month. I need a creative brief for our designer for a new Meta campaign. Target: all adults 25-60 who care about wellness. The ads need to communicate that we're melatonin-free, third-party lab tested, cheaper than prescription alternatives, and loved by 40,000+ customers - leadership wants all four points in. Goal is awareness and sales for Q2. Can you write the brief now? I can answer a couple of questions if really needed.",
      "expected_output": "An interview-first response that refuses the combined goal and the all-audiences definition, narrows to one angle with one proof point, presents candidate directions before drafting, and produces (or scaffolds) one evidence-cited brief per concept with a typed falsifiable hypothesis and a test block - never finished ad copy.",
      "files": [],
      "expectations": [
        "Asks clarifying interview questions before drafting the brief rather than producing a finished document from the prompt alone",
        "Refuses 'awareness and sales' as a combined goal and presses for one goal with one primary deciding KPI, or splits the work into separate briefs",
        "Rejects 'all adults 25-60 who care about wellness' and requires a single awareness level per brief chosen from unaware / problem-aware / solution-aware / product-aware / most-aware",
        "Treats the missing awareness level or 'all audiences' as a defect to fix (splitting briefs when levels genuinely differ), not as an acceptable audience definition",
        "Reduces the four claims to one messaging angle with exactly one proof point, moving the extra messages into separate concepts or briefs",
        "Writes the messaging angle as a conversational sentence a customer could plausibly say out loud, not a tagline or a feature list",
        "Includes a falsifiable hypothesis in the form 'If we lead with [pain] and [proof], then [audience] will [action]'",
        "Tags the hypothesis with a type from hook / proof / format / angle / persona",
        "Requires an evidence citation before a claim such as 'loved by 40,000+ customers' may appear, rather than accepting leadership talking points as-is",
        "Flags supplement-category compliance: claims needing substantiation and forbidden phrasing (no medical or treatment claims) recorded in the brief",
        "Presents 2-3 candidate concept directions with trade-offs and one recommendation before hardening a single brief",
        "Keeps to one brief per concept rather than one brief carrying several distinct concepts",
        "Includes a test block naming the single variable that changes, what stays frozen, and a minimum evidence floor before any kill or scale call",
        "Stops at direction (hook directions, art direction) and does not write the finished ad copy lines themselves"
      ]
    },
    {
      "id": 2,
      "prompt": "We're briefing a video editor at Herbalux, a dietary supplement brand (regulated category). Audience is problem-aware, placement is Meta Reels. Legal has told us flatly that no customer testimonials or before/after results can be cleared this quarter - we have zero approved customer outcomes. I still want a testimonial hook in the lineup because social proof always performs, and give the editor 8-10 hook options total so he has room to play. Draft the hook section of the brief.",
      "expected_output": "A hook section of 3-5 tagged, three-layer hook directions appropriate to a problem-aware audience, with social proof explicitly deleted from this brief's trigger menu (not ranked last, not included), a recommended first test with rationale, and compliance and sound-off notes.",
      "files": [],
      "expectations": [
        "Limits the hook lineup to 3-5 options, rejecting the request for 8-10",
        "Tags each hook option with exactly one trigger type from the eight-type taxonomy",
        "Labels each video hook option across the three separate layers SPOKEN / VISUAL / TEXT OVERLAY",
        "Deletes social proof from this brief's trigger menu and names it as deleted, rather than including a testimonial hook or ranking social proof last",
        "Justifies the deletion by the absence of a cleared customer result, noting a ruled-out trigger left on the list gets briefed anyway by the next reader",
        "Gates trigger selection on the awareness level first and only then ranks the survivors by marginal effort, rather than ranking purely by cheapness",
        "Recommends a specific first-test hook with a stated rationale",
        "Keeps every hook option as direction (e.g. open inside the worst moment of the problem), never a scripted spoken line of finished copy",
        "Chooses problem-aware-appropriate openings (agitation, making the viewer feel understood) rather than direct-offer, guarantee, or price-anchoring openings",
        "Addresses sound-off design (key claims legible as on-screen text, captions) and/or notes the Reels sound-on skew (roughly 70-80% of viewers with audio) so the creative works both ways",
        "Records regulated-category compliance mandatories: substantiation-required claims and permitted phrasing constraints",
        "Attaches the required extra field to conditional triggers if offered: a resolution field for a curiosity-gap hook, or truth-of-claim gating for an urgency hook",
        "Does not delegate hook choice to the editor's judgement or 'room to play' - options are recorded, tagged, and one is recommended"
      ]
    },
    {
      "id": 3,
      "prompt": "Nuvolo Systems sells compliance-automation software, ACV around $45k, long sales cycles. Last LinkedIn video test: variant B beat variant A on CTR by 38%, so we want the next brief to scale variant B's message across our whole target market. One persona is enough - we sell to 'IT decision makers'. The brief's KPI: CTR, since that's what moved. For proof we planned a before/after graphic of a messy dashboard turning clean. Put the brief together.",
      "expected_output": "A B2B brief (or brief plan) that replaces CTR with SQL rate / cost per opportunity, warns the CTR win alone proves nothing about lead quality, splits the single persona into parallel buying-committee briefs, swaps the before/after graphic for a quantified outcome plus badge or screenshot, and sets a low-volume-aware test read.",
      "files": [],
      "expectations": [
        "Rejects CTR as the deciding KPI for a B2B brief and sets SQL rate or cost per opportunity instead",
        "Warns that a CTR winner can produce fewer conversions at a higher CPA (expensive junk leads), so variant B's +38% CTR alone does not justify scaling",
        "Recommends parallel persona briefs for distinct buying-committee roles (economic buyer, technical evaluator, end user) instead of one generic 'IT decision makers' persona",
        "Grounds the committee recommendation in the buying reality of roughly 8-13 people and cycles near 10 months",
        "Replaces the before/after graphic with B2B-appropriate proof: a quantifiable customer outcome plus a badge or product screenshot",
        "Recommends practitioner-led talking-head video over polished brand video for the LinkedIn placement",
        "Requires product marketing sign-off on ICP wording and differentiator accuracy",
        "Includes a committee-role field in the audience section naming which role this specific brief targets",
        "Plans the test read for low B2B volume: leading signals up front, with SQL-rate or opportunity judgment at a later window (e.g. 30/60/90 days), not a week-one conversion call",
        "Sources the core objection from lost-deal notes, call notes, or CRM comments rather than inventing one",
        "States the hypothesis in the falsifiable 'If we lead with [pain] and [proof], then [audience] will [action]' form with a type tag",
        "Freezes targeting and every non-test variable for the test window",
        "Pre-commits an on-win / on-loss decision, including that a CTR winner producing junk demos gets repurposed rather than scaled"
      ]
    },
    {
      "id": 4,
      "prompt": "Two decisions to settle for Brightfin, a B2C budgeting app, before I write the brief. First: our head of growth wants our first-ever paid creative to be a full UGC video program - creator sourcing, shoot, the lot. We have one in-house designer, no creators lined up, and the campaign must be live in 6 business days - hard date, we got an App Store feature slot. Second: since UGC is the plan, drop static from consideration permanently; we've heard statics are dead. Write up the format recommendation and the deliverables section.",
      "expected_output": "A format recommendation that pins static for this brief because of the hard deadline, marks video/UGC as deferred to the next sprint rather than deleted, defends static as the cheapest honest at-bat, and a deliverables section with arithmetic, iteration flags, naming convention, and a revision cap.",
      "files": [],
      "expectations": [
        "Recommends static as this brief's format given the 6-business-day hard deadline and a single in-house designer, since video/UGC costs a week of coordination (creator search, shoot, rights, revisions)",
        "Marks video/UGC as 'deferred to the next sprint' rather than deleted, because a hard deadline pins the format for this brief only",
        "Distinguishes deferral (deadline pins this brief) from deletion (a constraint such as unobtainable creator rights removes the option from the menu)",
        "Rejects 'statics are dead' and defends static as the cheapest honest at-bat and default first concept",
        "Ranks the format options (static / search / video-UGC) by learning bought per production hour rather than by trend or taste",
        "Names video/UGC as what the efficiency order starves (top of learning value, last on efficiency)",
        "States at least one condition that would promote video/UGC over the ratio: a compounding-learning mandate, a Reels/TikTok-first placement veto, plateaued statics, or an already-owned studio/creator roster/footage library",
        "Notes that placement can veto the format pick: on Reels- or TikTok-first placements a static barely earns delivery",
        "Asks about, or explicitly weighs, fastest at-bat now versus learning that compounds, since the format ordering depends on that answer",
        "States deliverables as arithmetic (e.g. N hooks x M edits = K files)",
        "Flags each deliverable iteration versus net-new, noting a resize is not a new design",
        "Assigns asset names in the brief using the four-level convention concept, iteration, format, test variable - ASCII with underscores - rather than leaving naming to whoever uploads"
      ]
    },
    {
      "id": 5,
      "prompt": "Casaverde sells a genuinely new thing - a smart compost concierge service - and basically nobody searches for it yet. Our agency says search converts best, so we're briefing Google responsive search ads. Plan: 6 headlines, all 6 pinned so Google can't scramble our message, and we iterate until Ad Strength shows Excellent. Also give me 3 strong hooks for the search ads. Build the search brief.",
      "expected_output": "A response that drops search from the format menu for a no-demand category (recommending a demand-creating format instead), explains that search ads have no hooks, and - where an asset pool is discussed at all - corrects it to 15x30-char headlines and 4x90-char descriptions mapped to pain/product/proof, rejects pinning all headlines, and refuses Ad Strength as a goal.",
      "files": [],
      "expectations": [
        "States that search/responsive ads have no hook because the system assembles the ad, and declines to write 'hooks' for them, briefing an asset pool concept instead",
        "Flags that search enters the format ranking only where keyword demand already exists, and with nobody searching the category it drops out of the menu entirely rather than ranking last",
        "Recommends a demand-creating alternative format (static or video aimed at an unaware/problem-aware audience) instead of proceeding with the search plan unchanged",
        "Where an asset pool is still specified, sizes it to the format: up to 15 headlines at 30 characters and 4 descriptions at 90 characters, correcting the 6-headline plan",
        "Maps headlines across the three themes pain / product / proof as search's messaging-pillar equivalent",
        "Rejects pinning all six headlines: at most 1-2 pins, each with a stated reason such as a compliance line or mandated phrase",
        "Cites that pinning restricts combination testing sharply - a single pinned headline cuts testing by more than 75% per published analysis",
        "States that Ad Strength is a content-quality signal with no direct effect on Ad Rank and refuses 'iterate until Excellent' as an objective",
        "Warns against adding loosely relevant headlines to chase an Ad Strength rating",
        "Requires each headline to stand alone and work in any combination within a tightly themed ad group",
        "Advises testing as two ads per ad group differing by angle, not by CTA rephrasing",
        "Identifies the audience as unaware or problem-aware for a new category, so demand must be created rather than harvested",
        "Notes search's learning read is diluted because the system assembles the ad, placing it last on learning value per concept"
      ]
    },
    {
      "id": 6,
      "prompt": "Can you review the specs section of our Meta brief at Pattern & Pine (DTC furniture) before it goes to the freelance designer? Current draft: style should be 'premium, aspirational, authentic'; safe zone rule: keep text 250px from the top and 310px from the bottom on 9:16 exports; keep text under 20% of the image area or Meta throttles delivery; brand rules: I pasted 9 do's and 7 don'ts from our brand book. Also, we generated two background plates in Midjourney - I assume that's nobody's business. What would you change?",
      "expected_output": "A corrected art-direction section replacing adjectives with reference ads, removing hardcoded safe-zone pixels in favour of in-placement preview, debunking the retired 20% text rule, cutting the do/don't list to about 2 each, and adding enhancements, AI-disclosure, accessibility, and per-placement spec fields.",
      "files": [],
      "expectations": [
        "Replaces 'premium, aspirational, authentic' with 2-3 in-category reference ads, each carrying a one-line note on what to take from it",
        "Explains that adjectives decode differently per reader while a reference ad means the same thing to everyone",
        "Removes the hardcoded safe-zone pixel values and requires an in-placement preview before export instead",
        "Justifies the removal because published safe-zone numbers disagree by tens of pixels, so any hardcoded number is a defect",
        "States that Meta's 20% text rule was retired in 2020, with no hard limit and no auction penalty",
        "Treats text density as a performance preference and labels claims of a persistent hidden delivery penalty as unverified vendor folklore rather than encoding them as a rule",
        "Caps brand do's and don'ts at about 2 each, cutting the 9-and-7 list",
        "Adds an enhancements field recording platform auto-enhancements on/off per type, because a toggle nobody set is an uncontrolled variable",
        "Adds an AI-disclosure line: the Midjourney-generated plates are externally generated AI content that generally must be declared in the ads manager",
        "Notes undisclosed AI content is a commonly reported rejection reason, contradicting the 'nobody's business' assumption",
        "Includes accessibility fields: minimum 4.5:1 text contrast, captions on video, alt text, and no more than three flashes per second",
        "Specifies aspect ratios per placement rather than one generic spec, because placements crop, truncate and overlay differently",
        "Requires reviewing the asset at feed/mobile size, since a message that fails small fails everywhere"
      ]
    },
    {
      "id": 7,
      "prompt": "Write the test block for Klarawave (DTC skincare, running Meta and TikTok). We launch 6 files Monday. Rule I want written in: any ad whose hook rate is under 32% by Wednesday morning gets killed - 32% because our TikTok agency says that's the healthy bar, and we'll hold the Meta ads to the same standard. Each file should have 600-900 impressions by then. Mid-week we'll also swap the audience on the losers so they get a fair second chance. Results recap goes in the end-of-month slide deck as usual.",
      "expected_output": "A test block that refuses cross-platform hook-rate benchmarking (3s Meta vs 2s TikTok), sets minimum-evidence floors well above 600-900 impressions, freezes targeting for the window, pre-commits on-win/on-loss actions, and routes learnings to a persistent angle bank rather than a slide deck.",
      "files": [],
      "expectations": [
        "Rejects applying the TikTok 32% bar to Meta because hook rate is counted at 3-second plays over impressions on Meta but at 2 seconds on TikTok - never benchmark the metric across platforms",
        "Sets a minimum of roughly 2,000 impressions before reading a hook rate, so 600-900 impressions by Wednesday supports no kill call",
        "Requires roughly 5-10 conversions or spend of 5-10x target CPA before any conversion-based kill or scale decision",
        "Presents those floors as attributed starting points to adapt to the account's volume, not universal laws",
        "Prefers the account's own trailing history as the benchmark over published bands, with published reference bands labelled as attributed and never universal",
        "Rejects swapping the audience on losers mid-test: targeting stays frozen for the test window and targeting changes are their own test",
        "Explains that changing targeting mid-test means the test variable is no longer the only variable, making the result unreadable",
        "Pre-commits the on-win and the on-loss action before launch",
        "Names one deciding KPI with its benchmark written down before launch so kill/scale calls are not made by feel",
        "States the single variable that changes and lists what stays constant",
        "Routes the learning to a persistent written destination the whole team reads (angle bank or learning log), explicitly not only the end-of-month slide deck",
        "Applies the minimum-evidence floor per file/variant rather than pooled across all six files",
        "Positions hook rate as a leading signal read against the account's trailing average while the deciding KPI remains the conversion metric"
      ]
    },
    {
      "id": 8,
      "prompt": "Vantablue sells B2B expense software; we've run paid social for 10 months. Every sprint we cut 4 new hook variations of our 'close the books in 3 days' concept - it's the only concept family we've ever run - and results have been flat for a full quarter. Leadership wants next sprint's brief to be 6 more hook cuts because hooks are the cheapest test. One more thing: legal cleared a signed customer case study last month (close time cut 71%), but it's just sitting in a drive folder. Draft the testing approach for next sprint's brief.",
      "expected_output": "A testing approach that names the iterate-only failure, declines another hook-only sprint, re-ranks the hypothesis types against the cleared case study (proof becomes the cheapest rung) and the flat family (angle test promoted), and writes a typed falsifiable hypothesis with constants and a learning destination.",
      "files": [],
      "expectations": [
        "Names the failure pattern: months of hook iterations inside a premise never tested - the documented failure of a testing programme that only iterates",
        "Lays out the five hypothesis types hook / proof / format / angle / persona with hook cheapest and persona/angle highest value",
        "States that the efficiency order starves persona and angle, and that a flat concept family is the condition that promotes them - no hook rescues a wrong angle",
        "Recommends against another hook-only sprint, noting rungs may be skipped outright when the flat family is the only family ever run",
        "Identifies the cleared 71% case study as an unused proof asset that collapses the proof test's cost, re-ranking proof as the cheapest available rung",
        "Recommends a concrete next test (proof and/or angle) with rationale tied to these account facts rather than a generic menu",
        "States that a genuinely new angle is a new concept and gets its own brief, while hook cuts of one concept ride the original brief",
        "Writes the hypothesis in the falsifiable 'If we lead with [pain] and [proof], then [audience] will [action]' form with an explicit type tag",
        "Notes persona and angle tie on value because a result at either level rewrites every brief downstream, separating only on effort",
        "Flags the iteration-paralysis trap: a programme optimised purely for variable isolation produces creative that all looks alike, so a share of briefs stays reserved for genuinely fresh concepts",
        "Uses the case study as B2B-form proof: the quantified outcome (71% close-time cut) plus a badge or product screenshot",
        "Specifies what stays constant when the chosen variable changes",
        "Writes the learning destination (angle bank / persistent log) into the plan so wins and losses feed the next sprint",
        "States that the hook default rung applies only when the angle has already won somewhere - a condition a quarter of flat results does not satisfy"
      ]
    },
    {
      "id": 9,
      "prompt": "First paid campaign for Fernhollow, DTC dog joint supplements. We have about 3,100 reviews across Amazon and our site, a brand-new ad account with zero past campaigns, and our founder is certain the winning message is 'vet-formulated science'. For competitor input my intern screenshotted 12 competitor ads that launched this week. We don't have time for research - just use the founder's angle and build the message and evidence sections of the brief.",
      "expected_output": "Message and evidence sections built on mined evidence: scored review mining of the 3,100 reviews into the five buckets, 1-2 star objections filling the objection field with the revision gate, competitor ads refiltered by longevity, the past-winners method dropped for a new account, and the founder's angle demoted to one evidenced candidate.",
      "files": [],
      "expectations": [
        "Refuses to build the message section on the founder's assertion alone: every claim in the brief must cite an evidence source, and a brief without evidence is a wish list",
        "Applies (or specifies) scored review mining on the reviews: score each 1-5 and discard the 1s",
        "Extracts surviving reviews into the five buckets: pain points, trigger moments, objections, transformations, and standout verbatim language",
        "Maps buckets to brief parts: pains feed the angle matrix, triggers and transformations feed hooks, objections feed the objection field",
        "Pulls the top recurring 1-2 star objections for the product and the category to fill the core-objection field",
        "Sets the revision gate: creative that addresses neither of the top objections goes back for revision",
        "Rejects the launched-this-week competitor screenshots as validation and refilters competitor ads by longevity (30+ days, longest-running first), not recency",
        "Boards competitor ads by hook type and angle as a hypothesis pool and/or notes that ad libraries are public so competitors see yours too",
        "Drops the past-winners mining method entirely because the account is new - it drops out of the ranking rather than moving down it",
        "Keeps the founder's 'vet-formulated science' as at most one candidate direction requiring evidence, presented alongside review-derived alternatives with a recommendation, never installed as the single message",
        "Writes the messaging angle as a conversational customer sentence, preferably using verbatim review language",
        "Flags pet-supplement compliance: health claims need substantiation and treatment-claim phrasing is off-limits",
        "Anchors the angle in pain rather than aspiration, since desire-anchoring is reserved for aspirational or luxury categories without a functional problem"
      ]
    },
    {
      "id": 10,
      "prompt": "We're onboarding 4 freelance UGC creators for Mielette, a French-style bakery subscription box (US paid social). My plan: send each creator the same word-for-word 45-second script so the message stays consistent; our standard usage term is unlimited perpetual rights; and we can skip disclosure hashtags since Meta already labels the ads 'Sponsored'. For feedback, our brand lead, product lead and legal counsel will each send creators notes as they think of them. Write up the creator section of the brief.",
      "expected_output": "A creator section built on talking points and per-creator hook directions instead of one shared script, scoped usage rights (where/how long/geography) with unlimited-perpetual flagged, creator-level FTC disclosure that platform labels do not satisfy, a numeric revision cap, and one approver with consolidated feedback rounds.",
      "files": [],
      "expectations": [
        "Replaces the word-for-word script with talking points, beats, and hook direction delivered in the creator's own words, because over-scripting kills the natural delivery that makes UGC work",
        "Marks exact spoken lines and shot-by-shot scripting as outside this brief's scope - the brief writes direction, never the script",
        "Briefs the creators on the same objective with different hook directions rather than identical scripts, treating round one as a learning round and rebriefing round two toward the winning direction",
        "Specifies usage rights as three explicit terms: where the content runs, for how long, and in which geographies",
        "Flags unlimited perpetual rights as a negotiation failure, not a template default",
        "Requires creator-level FTC disclosure such as '[Ad]' or '[Paid Partnership]' at the start of the caption",
        "States that platform ad labels ('Sponsored') do not satisfy creator-level disclosure obligations",
        "Warns that automated placement resizing can drop a disclosure tag in some formats, so disclosure is verified per placement",
        "Sets a revision cap as an agreed number in the brief, not discovered mid-project",
        "Replaces scattered notes from three leads with one approver and one consolidated feedback round per revision",
        "Includes the send-back rule: creative goes back for revision when it addresses neither of the brief's top objections",
        "Gives hook direction per option across the three layers SPOKEN / VISUAL / TEXT OVERLAY, still as direction the creator interprets",
        "Includes a b-roll list and/or the adaptable beat structure (cold open 0-2s visual hook, problem, demo/result, proof overlay, CTA) as beats rather than a script"
      ]
    },
    {
      "id": 11,
      "prompt": "Our CMO at Torvik Labs approved the new briefing process on one condition: it produces a winning ad within the first two sprints, and she wants a day-one dashboard tracking 'briefs that produced winners' as the main quality metric. We ship about 4 concepts a month. How should we measure whether the briefing process itself is working?",
      "expected_output": "A measurement plan that refuses the winner guarantee (about 5% of creatives win at scale), instruments in efficiency order - rebrief rate first with an under-20% self-set target, then brief-to-launch cycle time, then a rolling 90-day concepts-to-winner ratio flagged as noise at this volume - with diagnostic reads for each.",
      "files": [],
      "expectations": [
        "Declines to promise a winning ad: roughly 5% of creatives become winners at scale, a hit rate no brief can repeal",
        "Frames the brief's job as maximising the quality, cleanliness and diversity of every at-bat rather than promising outcomes",
        "Instruments the three KPIs in efficiency order, standing them up one at a time rather than all three at once",
        "Puts rebrief rate first: the share of briefs sent back for clarification before production starts, kept as a simple counter by whoever sends briefs back",
        "Gives the rebrief-rate target as under 20%, labelled a practical self-set target to tighten from the team's own history, not a researched constant",
        "Puts brief-to-launch cycle time second, measured as two dates per brief, with the published benchmark of 10 business days or less",
        "Puts the concepts-briefed-to-winner ratio third over a rolling 90-day window, warned to be noise until enough concepts ship - which two sprints at 4 concepts a month cannot provide",
        "Judges the winner ratio against the team's own history rather than an absolute bar, given the roughly 5% base rate",
        "Notes the re-rank condition: if a rolling results log already exists in the reporting stack, the ratio becomes free and moves to the top",
        "Provides the diagnostic reads: a rising rebrief rate is a brief problem; a collapsing winner ratio with clean briefs is a concept-diversity problem",
        "Cites the briefing stakes: roughly a third of marketing budget wasted through poor briefing and/or the gap where 80% of marketers think their briefs are good while only 10% of agencies agree",
        "Defines when a single brief counts done: every field carries real content with an evidence citation and the executor confirms zero clarification questions on read-through"
      ]
    }
  ],
  "trigger_queries": [
    { "query": "Write a creative brief for our new Meta campaign", "should_trigger": true },
    { "query": "I need to brief our designer on the next batch of ads", "should_trigger": true },
    { "query": "What should our Facebook ads actually say? I already have the audience research", "should_trigger": true },
    { "query": "Put together a design handoff doc for our freelance video editor for the spring ad push", "should_trigger": true },
    { "query": "Help me define the messaging pillars for our paid campaign", "should_trigger": true },
    { "query": "Our agency keeps asking for a brief before they'll start on the ads - what do I send them?", "should_trigger": true },
    { "query": "Draft creative direction for a TikTok campaign for our protein bar brand", "should_trigger": true },
    { "query": "I have a campaign goal and a customer insight - turn it into something a designer can execute", "should_trigger": true },
    { "query": "How do I brief a UGC creator without micromanaging them?", "should_trigger": true },
    { "query": "We need hook directions for the new video ads before the shoot next week", "should_trigger": true },
    { "query": "Write up the art direction section for our ad concept", "should_trigger": true },
    { "query": "My designer made ads that completely missed the point - how do I hand this off better next time?", "should_trigger": true },
    { "query": "What goes into a performance marketing creative brief?", "should_trigger": true },
    { "query": "Turn this audience insight into a messaging angle and hook directions for the designer", "should_trigger": true },
    { "query": "One-pager for the video editor: what the new ad needs to communicate, plus specs", "should_trigger": true },
    { "query": "I keep rewriting the agency's ad drafts - I think my briefs are the problem", "should_trigger": true },
    { "query": "Brief for a static ad concept targeting problem-aware shoppers", "should_trigger": true },
    { "query": "We're testing 3 new ad concepts next sprint - write the briefs", "should_trigger": true },
    { "query": "What's the right structure for briefing ad creative to an in-house design team?", "should_trigger": true },
    { "query": "Turn this customer review insight into a creative brief for Instagram ads", "should_trigger": true },
    { "query": "I hired someone on Fiverr to make our promo video ad and I don't know what to send her", "should_trigger": true },
    { "query": "The intern is making our ad visuals - what instructions do I give so they come back usable?", "should_trigger": true },
    { "query": "Need a doc for the video guy: campaign goal, what to say, sizes, deadline", "should_trigger": true },
    { "query": "How prescriptive should I be when briefing a UGC creator versus an in-house editor?", "should_trigger": true },
    { "query": "Give me a template for a per-concept ad test brief", "should_trigger": true },
    { "query": "What aspect ratios and spec notes should go in the brief for Reels placements?", "should_trigger": true },
    { "query": "Define the messaging angle and hooks for our new campaign concept", "should_trigger": true },
    { "query": "Our ads all say five things at once - help me tighten the message for the next creative round", "should_trigger": true },
    { "query": "Write the revision and feedback process for working with our ad creators", "should_trigger": true },
    { "query": "How do I tell the designer what I want without writing the ad for them?", "should_trigger": true },
    { "query": "Prep the handoff for tomorrow's shoot: what the ad needs to say and show", "should_trigger": true },
    { "query": "Creative brief for a B2B LinkedIn video campaign targeting CFOs", "should_trigger": true },
    { "query": "I need art direction and reference ads picked before the designer starts", "should_trigger": true },
    { "query": "Fill in the hypothesis and hooks sections of my creative brief", "should_trigger": true },
    { "query": "Our briefs keep coming back with clarification questions - fix our brief format", "should_trigger": true },
    { "query": "Structure a brief for responsive search ads - the headline and description pool", "should_trigger": true },
    { "query": "Awareness level, angle, hooks - walk me through building the messaging for this campaign", "should_trigger": true },
    { "query": "Build a brief for our first UGC campaign including usage rights and disclosure", "should_trigger": true },
    { "query": "How many hook options should I give the editor, and how do I pick them?", "should_trigger": true },
    { "query": "Translate our customer pain research into an ad concept the design team can produce", "should_trigger": true },
    { "query": "The founder wants 'premium and bold' ads - help me turn that into something a designer can act on", "should_trigger": true },
    { "query": "Concept, angle, hook - my team uses these words differently; help us brief consistently", "should_trigger": true },
    { "query": "Write the test block for this creative brief - what changes and what stays constant", "should_trigger": true },
    { "query": "Brief my video editor on a pain-first concept for our insole brand", "should_trigger": true },
    { "query": "We launch on Meta in two weeks - I need the creative direction locked today", "should_trigger": true },
    { "query": "What evidence should I gather before writing the next ad brief?", "should_trigger": true },
    { "query": "Draft a one-page spec for the ad shoot: message, hooks, do's and don'ts", "should_trigger": true },
    { "query": "Ad concept handoff: what does the designer need from me so there's only one revision round?", "should_trigger": true },
    { "query": "Turn our winning angle into a brief for three new iterations", "should_trigger": true },
    { "query": "How do I write a brief for a carousel ad concept?", "should_trigger": true },
    { "query": "What should the ad say to people who know our product but haven't bought yet?", "should_trigger": true },
    { "query": "Kick off creative production for Q3 - goals are set, I need the briefs written", "should_trigger": true },
    { "query": "Make me a brief the video editor can't misinterpret", "should_trigger": true },
    { "query": "Our creative strategist quit - I have to write the concept briefs myself now, guide me", "should_trigger": true },
    { "query": "What should the first frame and opening line of our new ad concept communicate?", "should_trigger": true },
    { "query": "Turn this positioning doc into ad creative direction", "should_trigger": true },
    { "query": "I need briefs for two concepts - one static, one short video - same campaign", "should_trigger": true },
    { "query": "How do I specify auto-enhancements and AI disclosure in an ad brief?", "should_trigger": true },
    { "query": "Write the audience and message sections for our new ad concept", "should_trigger": true },
    { "query": "A freelancer starts Monday on our ad creatives - what do I prepare this weekend?", "should_trigger": true },
    { "query": "Help me pick which hook trigger type to test first for a problem-aware audience", "should_trigger": true },
    { "query": "The last shoot produced footage nobody could use - improve our pre-shoot brief", "should_trigger": true },
    { "query": "Pick 2-3 reference ads with notes for the designer - help me assemble the art direction", "should_trigger": true },
    { "query": "Our ad concepts keep coming back as taglines - help me write angles a human would say", "should_trigger": true },
    { "query": "Set the deliverables arithmetic and naming convention for the next creative batch", "should_trigger": true },
    { "query": "I have review-mining output - turn it into a briefed ad concept", "should_trigger": true },
    { "query": "Write a brief for a founder-on-camera ad concept", "should_trigger": true },
    { "query": "What belongs in the test block of a creative brief?", "should_trigger": true },
    { "query": "Our briefs are six pages and nobody reads them - cut one down to what matters", "should_trigger": true },
    { "query": "Briefing a designer for ads in a regulated category - what claim guidance goes in?", "should_trigger": true },
    { "query": "Write 10 Facebook ad headlines for our meal-kit service", "should_trigger": false },
    { "query": "Give me 5 CTA variations for this ad copy", "should_trigger": false },
    { "query": "Rewrite this ad's primary text so it converts better", "should_trigger": false },
    { "query": "Write the full 40-second UGC script with exact spoken lines for our creator", "should_trigger": false },
    { "query": "Script a TikTok ad word for word - hook line, body, CTA", "should_trigger": false },
    { "query": "Here are transcripts of three video openings - which hook deserves the test budget?", "should_trigger": false },
    { "query": "Score the first 3 seconds of this ad script", "should_trigger": false },
    { "query": "Our best ad's ROAS has slid for two weeks - is the creative fatigued or something else?", "should_trigger": false },
    { "query": "Frequency hit 4.2 and CTR is dropping - time to refresh this creative?", "should_trigger": false },
    { "query": "How many conversions per cell do I need before this creative test is readable?", "should_trigger": false },
    { "query": "Design the test matrix and per-cell budgets for testing 6 creatives", "should_trigger": false },
    { "query": "Build the audience targeting plan for our campaign - lookalikes, interests, retargeting pools", "should_trigger": false },
    { "query": "Which audiences should we layer for cold prospecting on Meta?", "should_trigger": false },
    { "query": "Our CPA doubled last month - diagnose what's wrong with the account", "should_trigger": false },
    { "query": "Why did ROAS drop across the whole account? Walk through the possible causes", "should_trigger": false },
    { "query": "Meta says 412 conversions, Shopify says 268 - explain the gap", "should_trigger": false },
    { "query": "Should we switch from manual CPC to target ROAS bidding?", "should_trigger": false },
    { "query": "Set the tCPA for our new campaign and tell me when to move it", "should_trigger": false },
    { "query": "We're 40% underspent halfway through the month - fix our pacing", "should_trigger": false },
    { "query": "Project our month-end spend against the $60k budget", "should_trigger": false },
    { "query": "Map the buying committee for an $80k ACV data platform and how to reach each role", "should_trigger": false },
    { "query": "We have 47 campaigns and 300 ad sets - which should we merge?", "should_trigger": false },
    { "query": "Verify our pixel and Conversions API are deduplicating before launch", "should_trigger": false },
    { "query": "Is our purchase event double-firing? Check before we scale", "should_trigger": false },
    { "query": "Should this campaign use carousel or collection format on Meta?", "should_trigger": false },
    { "query": "Build a negative keyword list from this search terms report", "should_trigger": false },
    { "query": "Which ad platforms fit a $3k/month budget for a niche B2B tool?", "should_trigger": false },
    { "query": "Split our $90k quarterly budget across Google, Meta and LinkedIn", "should_trigger": false },
    { "query": "What CAC ceiling and ROAS floor should we set as company policy?", "should_trigger": false },
    { "query": "Collect our competitors' current ads into a categorized swipe file", "should_trigger": false },
    { "query": "Organize these competitor ad screenshots into a searchable library", "should_trigger": false },
    { "query": "Is a 2.1 ROAS healthy given our margins?", "should_trigger": false },
    { "query": "Compute our blended CAC from this spend and revenue export", "should_trigger": false },
    { "query": "Write copy for an ad slot inside an AI assistant's answer", "should_trigger": false },
    { "query": "Which customers should seed our lookalike audience?", "should_trigger": false },
    { "query": "Audit the landing page our ads send traffic to - conversion is 0.9%", "should_trigger": false },
    { "query": "Our winning campaign runs at $200/day - how fast can we scale it to $1,000?", "should_trigger": false },
    { "query": "Design the retargeting sequence for cart abandoners with frequency caps", "should_trigger": false },
    { "query": "Plan a campaign promoting our CEO's LinkedIn posts as paid ads", "should_trigger": false },
    { "query": "How do I become a creative strategist - what belongs in my portfolio?", "should_trigger": false },
    { "query": "Write the job description and interview loop for a paid social manager", "should_trigger": false },
    { "query": "Which PPC newsletters and podcasts are worth my time?", "should_trigger": false },
    { "query": "Where do I even start with paid ads for my startup?", "should_trigger": false },
    { "query": "Write a creative brief for our logo redesign project", "should_trigger": false },
    { "query": "Draft the brief for our wedding videographer", "should_trigger": false },
    { "query": "Brief for the new website homepage design", "should_trigger": false },
    { "query": "Write a content brief for a blog post targeting 'best CRM for startups'", "should_trigger": false },
    { "query": "Brand brief for our rebrand - mission, values, voice", "should_trigger": false },
    { "query": "Creative brief for our trade-show booth design", "should_trigger": false },
    { "query": "Brief our PR agency on the product launch announcement", "should_trigger": false },
    { "query": "Write the brief for our email newsletter redesign", "should_trigger": false },
    { "query": "Put together a photography brief for the product catalog shoot", "should_trigger": false },
    { "query": "Brief for an explainer video on our documentation page", "should_trigger": false },
    { "query": "Help me brief our social media manager on the organic content calendar", "should_trigger": false },
    { "query": "Draft an influencer gifting campaign brief - organic posts only, no paid", "should_trigger": false },
    { "query": "Score these 12 hooks from our last campaign and rank them", "should_trigger": false },
    { "query": "Rank my competitor's video openings by predicted performance", "should_trigger": false },
    { "query": "Turn this value prop into 15 RSA headlines ready to paste into Google Ads", "should_trigger": false },
    { "query": "Write the exact on-screen text overlays for our finished video edit", "should_trigger": false },
    { "query": "Our ad got rejected by Meta - figure out which policy we tripped", "should_trigger": false },
    { "query": "Set the sample size and stopping rule for this creative test", "should_trigger": false },
    { "query": "How long should the retargeting window be for abandoned carts?", "should_trigger": false },
    { "query": "Compare our CPMs to industry benchmarks for Q4", "should_trigger": false },
    { "query": "Ads Manager shows 'learning limited' - what do I do?", "should_trigger": false },
    { "query": "Choose between Advantage+ and manual campaign structure for our shop", "should_trigger": false },
    { "query": "Write ad copy variants at three awareness stages for our SaaS", "should_trigger": false },
    { "query": "Storyboard and shot list for tomorrow's UGC shoot, scene by scene", "should_trigger": false },
    { "query": "What's the ideal video length for Reels ads?", "should_trigger": false },
    { "query": "Which creative elements correlate with ROAS across our account?", "should_trigger": false },
    { "query": "Set up UTM naming conventions for our campaigns", "should_trigger": false }
  ]
}