Campaign briefs

When you ask for a campaign rather than one ad, Nomi writes a brief first. It lands in the conversation as a document you can open, read and edit, and every ad that conversation proposes afterwards is made from it.

Press Preview on the document card to read it beside the conversation. An open grid or audit gives way to the document, keeping two panels on screen. Drag the preview's left edge to change its width, use Document sections for longer briefs, or choose Open in editor from ⋯ to make changes. On a phone the document fills the screen.

What a brief holds

It opens with the objective, the markets and the sizes the ads are made in, and a short spine: two to seven things your brand already says about the problem, quoted from your own site, your brand details or your reviews. Every idea in the brief argues one of them.

Then comes one section per concept, each with its own ID. A concept names:

• the product and the one persona it is written for, and the belief it tries to change for that person;
• the funnel stage (top, middle or bottom) and the awareness stage the words are written at;
• the layout from the format shelf, one per version, the visual direction, and what must never be shown or said;
• one or two headlines with their body lines, when the concept runs as two versions, each on its own layout;
• the proof it uses and the lines the product must always carry;
• an ad from Radar that shows somebody already runs this idea, with what to take from it and what to leave.

Together the concepts, their layouts, the sizes and the markets make the brief's grid: one ad for every concept, layout, size and market. A concept can name its own sizes or markets when it differs from the rest.

What Nomi checks before it saves one

A brief is refused, with every problem listed, when it names no sizes, a size Nomi cannot make or a market this brand does not sell in, when a product or persona in it does not exist in this brand, when it cites proof the product does not have on file, when it leaves out a line the product must carry, when a headline says something the brand may not claim, or when its reference is not an ad Nomi holds. A brief that saves also tells you what it leaves uncovered, such as a funnel stage no concept reaches or a spine item nothing argues.

Making the ads

Nomi hands the brief over and waits for you. Edit anything in the document itself: the next ad reads the brief as it stands then. Once you say go, Nomi makes one ad per concept and layout, in the first size and market, and then the other sizes and languages from it. Each ad names the concept it makes, carries that concept's headline on the picture, keeps its never-show list out of the frame, and fills one place in the grid, so Nomi always knows what is left. An ad that fails its checks is fixed as an edit of itself. An ad outside the brief is still possible when Nomi says so.

Running a brief on a ceiling

A brief that saves asks above the chat box whether to run it: how many ads, in which sizes and markets, and a ceiling in credits, which starts at every ad plus half again for any fix you ask for. Change the ceiling and press Run it once Nomi has finished writing: the press says so in the conversation, and Nomi renders the whole grid without a card for each ad, leaves an ad that fails its checks for you to decide, and stops at the ceiling. Card by card leaves every render as a card you confirm, as before. Only the newest brief in a conversation can run: when Nomi rewrites it, the new one asks again.

While it runs, the bar above the grid says how far it is and how much of the ceiling it has committed, with Stop beside it. Stop means nothing new starts; a render already drawing finishes. At the ceiling the bar offers Raise the ceiling, after a stop it offers Resume, and both ask again with a ceiling for what is left. When Nomi has asked you something and nothing is drawing, the bar says it is waiting on you rather than running, and Stop stays beside it. When every ad is in, the bar says how many passed and how many failed.

The grid in Generate

In Generate the brief's ads stand in a grid: one row per ad in the brief, one column per market and size. A place nothing has drawn yet says To do; under each drawn ad is whether it passed its checks, which check it failed and how many times it was made, or your vote. The session's other creatives follow under Outside the brief.

If an edit breaks the brief, for example a stage that is not one of the five, no ad is made from it until it is fixed.

What any ad must respect

With or without a brief, an ad for a product carries every line listed under Lines every ad carries on that product, and never uses a claim listed under Claims you may not or the brand's prohibited claims. A review card or a testimonial layout quotes a review saved under Reviews you may quote, word for word.