Creative Brief Builder - AI Agent - Tegra

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research & strategy

Creative Brief Builder

Build scored Demand Gen image briefs, YouTube video scripts, and 4-Layer Campaign Architecture from a shared emotional truth foundation.

From $0.25 / runbuildCreativefile uploadgoogle ads

160+ client frameworks

Structured output

Credit-based

Fit check

When to use this agent

Demand Gen CTR below 0.5% and creative needs a Direct Response overhaul

Launching YouTube Ads and need a validated campaign architecture before spending

Need scored creative briefs with AI image prompts and creative quality validation

Creative fatigue killing ROAS and you need a production + testing system

Want a unified methodology across image and video creative

Not designed for

Pure search campaign builds without creative (use Search Campaign Builder)Feed optimization or Merchant Center work (use Shopping Feed Optimizer)Account-level PMax diagnostics without creative focus (use PMax Agent)

How it works

What you provide

Product and audience context

Product name, description (200+ chars), target audience with pain points, price point, AOV, gross margin, and monthly ad budget.

Existing creative for audit

Current Demand Gen or YouTube ad URLs, screenshots, or copy for DR Principle scoring.

Campaign performance data

YouTube and Demand Gen campaign metrics: CPV, VTR, CTR, ROAS, frequency, and spend by layer or ad group.

Production capability

What video production resources you have: phone basic, freelancer, in-house team, studio, or AI-only.

Creative Brief Builder

Builds scored image briefs, video scripts, and campaign architecture from your product and audience context

What you get back

Demand Gen creative brief

20-image brief with 4-angle architecture, scored headlines (100-point rubric), AI image prompts, and creative quality validation.

Video script outlines

5 YouTube script outlines across formats with DR Principle hooks, Masterson depth scoring, and production notes.

Campaign architecture

4-Layer structure with budget splits, audience signals, bidding phases, naming conventions, and staging sequence.

Scaling calendar

10-week plan integrating creative refresh, testing cycles, budget scaling triggers, and fatigue prevention.

Audience signal matrix

Custom intent segments, in-market audiences, placements, and remarketing pools.

Creative testing framework

One-variable isolation order, test protocol, and graduation thresholds.

How to work with it

1

Share your product, audience, and budget context

Product details, target audience pain points, AOV, margin, monthly budget, and what production capability you have. If you have existing creative, share it for a DR Principle audit.

2

The agent extracts emotional truths and builds creative direction

5-question customer emotion discovery powers everything. Then the image creative pipeline builds scored Demand Gen briefs while the video pipeline builds YouTube campaign architecture.

3

You get production-ready deliverables with quality gates

Scored headline libraries, AI image prompts with creative quality validation, 5 video script outlines, 4-Layer campaign structure, audience signals, and a 10-week scaling calendar.

Where the output gets used

Example outputs

See what this agent produces

Real output formats from actual workflows — structured, scored, and ready to act on.

CREATIVE_BRIEF.md

Demand Gen creative brief

## Creative Brief — 20 Images, 4 Angles

Angle 1: Problem-Emotional (5 images)
  Hook: "Your plants are drowning and you don't know it"
  DR Score: 72/80 | Quality: PASS
  Top headline: "The Hidden Killer in Every Planter" (89/100)

Angle 2: Outcome-Rational (5 images)
  Hook: "3x survival rate — the test results are in"
  DR Score: 68/80 | Quality: PASS
  Top headline: "50 Species. 18 Months. One Winner." (91/100)

Angle 3: Problem-Rational (5 images)
  Hook: "We X-rayed 10 planters. Only 1 drains properly."

Angle 4: Outcome-Emotional (5 images)
  Hook: "The fern I gave up on just bloomed"

Try this workflow

VIDEO_SCRIPTS.md

YouTube video script outlines

## Script 1: Mechanism Explainer (90s)

[0-5s] HOOK: "Why do 73% of indoor plants
die within the first year?"
DR Principle: Specificity + Tension

[5-25s] PROBLEM: Slow zoom on waterlogged
roots. "It's not your watering schedule..."
Masterson Depth: Level 3 (mechanism reveal)

[25-50s] MECHANISM: Cross-section animation
showing drainage grid vs standard holes.

[50-75s] PROOF: Split-screen 90-day timelapse.
Same plant, same care, different planter.

[75-90s] CTA: "See which plants survive →"
One action, direct link, no friction.

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Demand Gen CTR stuck at 0.2%? YouTube budget burning without a plan? This agent builds scored creative briefs, video scripts across 5 formats, and a complete 4-Layer Campaign Architecture — all from the same emotional truth foundation.

From $0.25 / run

research & strategybuildCreative

“I've tried a dozen AI ad tools and they all feel like the same generic prompt with a different skin. These agents are clearly built on real frameworks — the outputs reference actual campaign structures, naming conventions, and measurement approaches that match how senior practitioners work.”

— Henrik Nygaard

See full guide below ↓

1

Feed image briefs to AI generation or your design team

The AI image prompts are ready for Midjourney, DALL-E, or a human designer. Scored headlines become text overlays.

2

Use video scripts for production or AI creative

Script outlines map to phone recording, freelancer briefs, or AI video tools. Each has the 5-Part Structure with timing.

3

Build campaigns in Google Ads using the architecture

4-Layer structure, naming conventions, audience signals, and bidding phases are ready to implement in Google Ads.

Pro tips

Start with emotional truths, not campaign settings

The quality of every deliverable depends on the emotional truth extraction. Invest time answering the 5 questions with specific customer language.

Use the DR audit on existing creative first

If you have Demand Gen ads running, audit them first. The score gap between your current creative and 60+ shows exactly where to focus.

Don't launch all 4 layers on day one

Start with Layer 1 + Layer 4. Your remarketing pools are empty at launch. Add layers as audience data builds.

Try this workflow

CAMPAIGN_ARCHITECTURE.md

4-Layer campaign structure

## 4-Layer YouTube Campaign Architecture

Layer 1 — Prospecting (65% budget: $3,250/mo)
  Audiences: Custom intent + in-market gardening
  Creative: Mechanism Explainer + Comparison
  Bidding: Max Conversions → tCPA at 30 conv

Layer 2 — Search Capture (20% budget: $1,000/mo)
  Audiences: In-market + affinity with search retargeting
  Launch: After 3 months of Layer 1 data

Layer 3 — Retargeting (10% budget: $500/mo)
  Audiences: Website visitors + video viewers 50%+
  Launch: After 3 weeks

Layer 4 — Testing Lab (5% budget: $250/mo)
  Purpose: New creative, formats, audiences
  Graduation: 1.8x+ ROAS → promote to Layer 1

Try this workflow

SCALING_CALENDAR.md

10-week scaling calendar

## 10-Week Scaling Calendar

Week 1-2: Launch Layer 1 + Layer 4
  Creative: 5 images + 2 videos
  Budget: $3,500/mo | Target: Baseline data

Week 3-4: Add Layer 3 (retargeting)
  Creative: 3 retargeting-specific variants
  Budget: +$500/mo | Gate: 500+ site visitors

Week 5-6: First creative refresh
  Retire: CTR drop >15% or freq >4.0
  Produce: 5 new images from winning angles

Week 7-8: Scale winning creative
  Increase Layer 1 budget 20% on ROAS >1.8x
  Kill underperformers (<1.5x after iteration)

Week 9-10: Evaluate Layer 2 readiness
  Gate: 3 months data + 100 conversions

Try this workflow

AUDIENCE_SIGNALS.md

Audience signal matrix

## Audience Signal Matrix — 8 Segments

Custom Intent (from search data):
  "ceramic planter indoor", "drainage plant pot"
  Reach: ~480K monthly | Match: 4/5

In-Market:
  Home & Garden > Indoor Plants (2.1M US)
  Home Decor > Home Improvement (4.8M US)

Affinity:
  Green Living Enthusiasts (880K)
  Home Decor Enthusiasts (3.2M)

Placements (YouTube):
  @PlantTherapy (1.2M) — topic exclusion on PMax
  Epic Gardening — targeted
  NYT Home — affinity placement test

Remarketing pools:
  Site 7d:        ~4,200 (under threshold, wait)
  Video 50%+:     build from Layer 1
  Purchasers 30d: ~180 (exclude all layers)

Try this workflow

TESTING_FRAMEWORK.md

One-variable creative testing protocol

## Creative Testing Protocol

Isolation order (one variable at a time):
  1. Hook (4 variants, all else held)
  2. Proof style (once hook stable)
  3. CTA (once proof stable)
  4. Thumbnail (once copy stable)

Budget: $500/day per test
Duration: 7 days minimum
Sample: ≥30 conversions before decision

Graduation thresholds:
  WINNER:  ROAS ≥1.8x    → promote to Layer 1
  MIDDLE:  ROAS 1.5-1.8x → 1 iteration, retest
  LOSER:   ROAS <1.5x    → kill, do not iterate

Middle performer protocol:
  Change ONE variable only
  Reuse 80% of original asset
  Retest 7 days | Second fail = kill

Current: 3 active | Graduated: 2 | Killed: 5

Try this workflow

Use when you need deeper competitive research or angle discovery before creating video scripts.

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Use when Demand Gen creatives need to align with PMax asset groups.

Use when your video ads need matching landing pages or presell flows.

Recent updates

Launch

v1.0.0

Apr 17

Creative Brief Builder — Image Briefs, Video Scripts, and 4-Layer Architecture

Builds scored Demand Gen image briefs, YouTube video scripts across 5 formats, and a complete 4-Layer Campaign Architecture from a shared emotional truth foundation.

View all updates →