What are you making?

Start with the high-level. We'll get specific in the next 6 steps. The clearer this is, the better the 4 final ads.

What kind of campaign is this?

Brand name0 / 60

The brand name customers will see. Burned into supers, used in voiceover, locked into the pack identity.

In one line, describe what you're advertising0 / 300

Be specific enough that someone outside your company would understand what it does. Avoid jargon like “synergy,” “solution,” “leverage.”