The repeatable one-pager I hand the designer. Brand, copy, and specs
are locked, so the work starts from a clear target, not a blank
page.
Shared context (top of
every design brief)
Campaign: You’re Not Crazy
Audience / tone: the Happy Valley Pet Mom.
Wholesome, clever, share-safe. Clean enough to show her mother and her
Relief Society. No crude, no fear-mongering.
The one idea: the soap was the dirt. Every asset
points at it.
Brand: Zerorez green #8DC63F, deep
charcoal/navy, white, clean sans hierarchy. Locked billboard line “THE
SOAP WAS THE DIRT.” Tagline “We clean up after your carpet
cleaner.”
Mood board
(the look, locked before anyone designs)
This is the visual target I’d hand the designer with the brief, so
the look is agreed before the first file is built. Wholesome, clever,
share-safe. The one idea on every frame.
Mood board: the You’re Not Crazy
look
YNC-05 · Billboard
The one job: a 3-second drive-by laugh she
photographs and shares.
Copy (locked): Headline “THE SOAP WAS THE DIRT.”
Sub “Zero soap. Zerorez.” Optional digital rotation: “We clean up after
your carpet cleaner.”
Specs: 14x48 bulletin + 12x24 + digital 1400x400.
Deep ground, white headline owns ~70% of the space, one accent (circle
the word “SOAP”). Six words max at highway speed.
Deliver: print-ready PDFs (each size) + digital
rotation set.
Files: 3 (14x48, 12x24, digital 1400x400).
Due: Day 18. Approvals: MD → VP →
CEO.
YNC-06 · Social statics
The one job: carry the mechanism in a single frame
for feed and story placements, and feed the variant tests with the Media
Buyer.
Pieces: the foam-test still (“that’s the soap they
left in your floor”), before/after, the red-string corkboard, the
black-water tank.
Specs: 1x1 (1080x1080) + 9x16 (1080x1920). Hook
legible on mute, brand lockup bottom-right, safe zones respected.
Deliver: source set + export set, each in both
ratios.
Files: 8 (4 concepts x 2 ratios).
Due: Day 18. Approvals: MD → VP →
Media Buyer.
YNC-07 · Franchisee template
The one job: let any of the 14 offices (and
franchise owners) ship the winning creative with their own local
details, without breaking the brand.
Build: locked brand layers (logo, billboard line,
color, type) + open local fields (face/photo, price, phone, city,
booking URL). Editable in Canva or the team’s tool of choice.
Deliver: the master template + a one-page “how to
localize” guide.
Files: 1 master template + 1 localize guide.
Due: Day 40. Approvals: MD →
VP.
YNC-08 · Animated GIFs
The one job: the proof that plays where video
won’t. Email clients and many feed placements autoplay a GIF but not a
video, so the foam test still moves in the inbox. Most teams forget
GIFs. They convert.
Pieces: the foam-test loop (“clean water foams on a
cleaned carpet”), the before/after wipe, the black-water-tank to
six-weeks-clean reveal.
Specs: 1x1 (1080x1080) + email-width (600px),
looping, under 1MB so inboxes load them.
Deliver: 3 GIFs, used in the email sequence and as
lightweight social.
The foam-test clip/still above the fold, the three-step “soap leaves
residue” explainer graphic, the black-water-vs-six-weeks split, and the
Stays-Clean Guarantee badge. Mobile-first; the proof and the book button
hit in the first screen.
The shoot and the locked copy are the expensive part, and they happen
once. Everything above is one concept cut into every ratio and
placement, so output goes up while the budget holds.
Optional, direct-response only: for DR campaigns the
designer builds offer cards that carry the discount code at every
platform size. Outside DR they are clutter, so they are an add-on, not
part of the core set. Where I save time is the matching video end-cards:
I script them in DaVinci Resolve or After Effects instead of
hand-editing the end of every cut, which saves about 2.5 days an edit
cycle.
Why one idea, many
statics, scales output
Every static is a reframe of the same locked concept, so the designer
is never inventing from zero, just cutting the one idea into the formats
the Media Buyer needs to test. More variants, same brand, no extra
ramp.
