HEY SAGE — PAID CREATIVE BRIEF AND LAUNCH CHECKLIST How to use this template ------------------------ Create one copy for each concept. A concept is the strategic idea being tested; hook, creator, crop and aspect-ratio changes are variations of that concept. Complete the commercial and strategic fields before production begins. Replace every instruction in square brackets. Do not publish claims, testimonials, music, footage or talent without the approvals and rights required for your market. This template organises the work; it is not legal advice. 1. CONTROL DETAILS ------------------ Concept ID: [YYYYMM-PRODUCT-PERSONA-ANGLE-##] Concept name: [Short human-readable name] Brief owner: [Name] Production owner: [Name] Approval owner: [One accountable person] Date briefed: [YYYY-MM-DD] First delivery due: [YYYY-MM-DD] Final approval due: [YYYY-MM-DD] Planned launch: [YYYY-MM-DD and time zone] Planned review: [YYYY-MM-DD] Status: [Draft / approved / in production / ready / live / held / retired] 2. COMMERCIAL JOB ----------------- Objective sentence: During [date range], acquire [customer] for [product or action] at or below [target CPA/CAC], while protecting [margin, stock, geography or operational constraint]. Primary conversion: [Purchase / qualified lead / booking / trial / subscription] Primary KPI: [New-customer CAC / CPA / contribution-margin ROAS / cost per qualified opportunity] Target: [AUD amount or ratio] Secondary diagnostic metrics: [For example outbound CTR, landing-page CVR, qualified-lead rate] Priority product, variant or service: [Exact name] Price or offer: [Exact approved wording] Offer start and end: [Include time zone] Markets: [Countries, states, postcodes or exclusions] Stock or capacity constraint: [Units, fulfilment, appointment or sales-response limit] Landing page: [URL] Normal conversion lag: [Days] Planning spend before review: [Target CPA × desired conversions × evidence multiplier] Desired conversions before review: [Number] Evidence multiplier: [Number and rationale] 3. CUSTOMER SITUATION --------------------- Persona or use case: [Describe the situation, not only demographics] Customer stage: [Problem unaware / problem aware / solution aware / product aware / returning] Triggering moment: [What has just happened that makes this relevant?] What they want: [Practical and emotional outcome] What they have tried: [Alternatives or current behaviour] Main tension: [The problem in the customer's language] Main objection: [Reason they may not act] What would make them believe us: [Proof required] Customer language to preserve: [Exact approved phrases from research] Language to avoid: [Jargon, unsupported absolutes, insensitive framing] 4. CONCEPT STRATEGY ------------------- Portfolio lane: [Proven extension / new hypothesis] Angle family: [Problem / desired outcome / demonstration / comparison / mechanism / proof / use case / value / founder / identity / objection reversal] Angle statement: [One sentence describing the lens] Hypothesis: If we [show or say the strategic change], then [audience] will [desired behaviour], because [reason grounded in customer insight]. Single core promise: [One clear takeaway] Proof supporting the promise: [Demonstration, product fact, review, mechanism or service evidence] Objection to resolve: [One primary objection] Control concept or current benchmark: [Concept ID or description] Main variable being changed: [Angle / audience situation / proof / format / creator / hook] What must remain comparable: [Offer, audience stage, market, landing page or other controls] Success condition: [Commercial result and evidence threshold] Retirement condition: [Commercial miss, invalid offer, rights, brand or stock reason] 5. EXECUTION PLAN ----------------- Format: [Creator video / founder video / demonstration / static / carousel / animation / comparison / other] Desired runtime: [Seconds] Primary placement: [For example paid social 9:16] Required aspect ratios: [9:16 / 1:1 / 4:5 / 16:9] Required variations: [Number and what changes] Caption treatment: [Open captions, placement, safe zones] Thumbnail or first-frame requirement: [Description] Call to action: [Exact approved wording] STRUCTURE Hook, 0–3 seconds: [Opening visual and line] Set-up: [Why the customer should keep watching] Development: [Problem, use case or mechanism] Proof: [What is shown, not only claimed] Objection: [How it is handled] Offer: [Approved price, bundle, trial or reason to act] Next action: [Single CTA] HOOK VARIATIONS A: [Hook line + opening frame] B: [Hook line + opening frame] C: [Hook line + opening frame] MUST-SHOW SHOTS [ ] Product or service is recognisable early [ ] Product in use, with scale or context [ ] Mechanism, feature or result that supports the promise [ ] Packaging, inclusions, interface or service experience where relevant [ ] Clean product close-ups [ ] Neutral b-roll that can support future edits [ ] End frame with approved offer and CTA SHOT LIST 01. [Shot, framing, action, approximate duration] 02. [Shot, framing, action, approximate duration] 03. [Shot, framing, action, approximate duration] 04. [Shot, framing, action, approximate duration] 05. [Shot, framing, action, approximate duration] CREATOR OR PRESENTER DIRECTION Delivery: [Natural, expert, direct, playful, calm or other brand direction] Wardrobe and setting: [Requirements and exclusions] Pronunciation: [Product or brand pronunciation] Raw takes required: [Alternative hooks, clean lines, pauses, product b-roll, room tone] Do not do: [Unsupported gestures, competitor products, unsafe use, filters, beauty effects, visible third-party marks] 6. BRAND, CLAIMS AND RIGHTS --------------------------- Approved claims: [Exact language and source/approval reference] Required qualification or disclosure: [Exact wording and placement] Prohibited claims: [List] Brand requirements: [Logo, type, colours, product presentation, tone] Brand exclusions: [Treatments that are not permitted] Creator or talent agreement signed: [Yes / no / not applicable] Every visible person has permission to appear: [Yes / no / not applicable] Paid advertising usage: [Yes / no] Organic usage: [Yes / no] Territories: [List] Channels: [List] Usage start: [YYYY-MM-DD] Usage expiry: [YYYY-MM-DD or perpetual if legally confirmed] Editing and derivative rights: [Describe] Raw footage rights: [Describe] Still-frame rights: [Describe] Translation and voice-over rights: [Describe] Creator handle or partnership-ad rights: [Describe] Exclusivity: [Category, competitors and dates] Renewal terms: [Price and notice period] Music, font, footage and image licences checked for paid commercial use: [Yes / no] Rights agreement location: [Link] Expiry reminder owner and date: [Name / YYYY-MM-DD] 7. DELIVERABLES --------------- Master edit: [File type, dimensions, codec, audio] Variation A: [What changes] Variation B: [What changes] Variation C: [What changes] Aspect-ratio exports: [List] Captioned and clean versions: [List] Thumbnail or cover frames: [List] Raw footage: [Folder and required format] Project files: [Required / not required, software/version] Naming pattern: YYYYMM_PRODUCT_PERSONA_ANGLE_FORMAT_HOOK-VARIANT_MARKET_RATIO_VERSION Working folder: [Link] Approval folder: [Link] Rights folder: [Link] 8. PRE-PRODUCTION APPROVAL -------------------------- [ ] Commercial objective and KPI are specific [ ] One audience situation and one core promise are clear [ ] Hypothesis can be accepted or rejected [ ] Proof supports the promise [ ] Claims and disclosures are approved [ ] Rights and usage requirements are agreed in writing [ ] Format serves the message [ ] Deliverables include markets, ratios and variations [ ] Owner, due dates, launch date and review date are confirmed [ ] Production capacity includes every required finished file Strategy approval: [Name / date] Brand approval: [Name / date] Legal or claims approval if required: [Name / date] Production acceptance: [Name / date] 9. FINAL ASSET QA ----------------- [ ] Correct concept ID and filename [ ] Correct product, variant, price and market [ ] Opening is understandable without waiting for context [ ] Product is visible and identifiable [ ] Captions are accurate, timed and inside safe zones [ ] Text is legible on a mobile screen [ ] Audio levels, music licence and pronunciation are correct [ ] Demonstration shows intended and safe use [ ] Claims, testimonial wording and disclosures match approval [ ] No unintended competitor mark, private information or unlicensed person appears [ ] Logo proportions and brand assets are correct [ ] All required aspect ratios, runtimes and thumbnails are supplied [ ] Usage rights are active for the launch date and market [ ] Approval owner has signed off the exact final version Final approved file link: [URL] Approved by: [Name / date] 10. LAUNCH QA ------------- [ ] File, ad name, concept ID and tracker match [ ] Correct campaign and audience stage [ ] Correct destination and mobile page [ ] UTM parameters are complete and survive redirects [ ] Conversion event fires once with correct value or lead status [ ] Price, offer, shipping, stock and end date are current [ ] Placement previews show safe crops, captions and CTA [ ] Creator identity, disclosure and partnership settings are correct [ ] Start time, end time and time zone are correct [ ] Review date includes normal conversion lag [ ] Second person has checked the live preview and destination [ ] Live link and screenshots are stored Campaign/ad link: [URL] Live screenshot folder: [URL] Launched by: [Name / date / time zone] 11. REVIEW AND ROUTING ---------------------- Review window: [Dates] Spend: [AUD] Impressions / reach / frequency: [Values] Attention signals: [Values] Outbound clicks / CTR: [Values] Landing-page views and click-to-view ratio: [Values] Conversions: [Number] New customers or qualified leads: [Number] CPA: [AUD] New-customer CAC or qualified-opportunity cost: [AUD] Revenue / contribution / lead quality: [Values and reporting source] Control result: [Comparable values] Tracking, page, offer or operational issues: [None or describe] Decision: [PROMOTE / ITERATE / HOLD / RETIRE] Decision reason: [One evidence-based sentence] Plain-language learning: [What should the next brief reuse or avoid?] Next action: [Owner, deliverable and date] Next review if held: [YYYY-MM-DD]