Social campaign

Social campaign

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• Campaign.md: the product, the one thing that sells it, who it's for, the headline, the one word, the line, the action, the link, the call to action, the story the posts tell, who to mention and the voice. Every picture and post answers it.
• The product photo: the product as it really is. A quick phone snapshot in bad light is fine: only the product comes from it, never its background, clutter or light.

The product stays exactly as it is

Describe the product in every prompt by its shape, colours, material, finish and markings (such as "a speckled cream stoneware mug with a brown drip glaze down the left side and a round handle"), then keep it exactly the same: the same shape, proportions, colours, label and logo, its quirks included. Never redesign it, tidy it or add parts.

Posters: one campaign, three directions

Each a finished ad in the campaign's shape, with one product and nothing else for sale:

• Studio hero: the product alone and centred on a seamless backdrop in one of the brief's colours, soft directional light from one side, a real contact shadow, the headline large above it in an elegant serif and the line small beneath it, generous space all round.
• In its world: the product in use where its person uses it (morning sun through a window, steam rising, a linen cloth, a kettle soft behind), shallow depth of field, warm and real, the headline small in a calm corner.
• Bold type: the brief's one word set huge in a condensed sans across the frame, the product standing in front and overlapping its letters, one strong flat background colour, the line small at the foot.

Words: only the brief's headline, one word and line, spelled exactly, eight words at most on a poster. No logos, prices, buttons, stickers or made-up text unless the brief gives them.

Clean still

The wired studio hero with every word removed: the same product, backdrop, light, shadow and framing, nothing moved, so the product shot cuts right next to the posters.

Product shot: 5 seconds

Start on the clean still's exact frame. A locked-off camera, or one slow push in. One real action that shows the product used, from the brief: hot coffee pouring in and steam rising, a lid lifting, a drop running down a bottle, light sweeping across a surface. The product never moves, bends or changes; liquid, steam and light behave as they really do. No words, no cuts, and no hands unless the action needs one.

Posts: one node a platform

Each post is written from Campaign.md with the pictures and the shot wired into it as its media: only those, by their addresses, never an invented picture or link.

• The story: by default the launch (what it is, who it's for, why now, where to get it). When Campaign.md says the posts tell how the campaign was made, open on the result, then show the way there: the phone photo it started from, each step with the one line of its prompt that mattered, and what it saved.
• X thread, five to seven posts: the hook with the product shot, so the result plays before anyone reads on; one point a post, each readable alone; the posters together on the post about them; the link and the call to action last.
• Threads, three to five posts: the same story, warmer and shorter, the posters on the first, ending on a question.
• LinkedIn, one post: the hook in the first two lines before "…more", then the story with one concrete lesson, the posters with it, and the link in the first comment.
• Instagram: the posters and the clean still as a carousel, the studio hero first; the caption opens "Comment WORD and I'll send you …" with the brief's one word, then the story and three to five tags; the pinned comment points to the link in bio.
• TikTok: the product shot as its video, a few short caption lines opening with the comment keyword, three to five tags, then the pinned comment.
• Mentions, the hashtag and the link exactly as Campaign.md gives them; where it gives none, a [link] or [@handle] to fill in.
• One voice across them all: first person, plain and specific, as the person would say it, and never the same sentences pasted from one platform to the next. Never invent numbers, results, prices, quotes or dates.

Avoid

A product that changes between pictures, garbled or extra words on a poster, a second product, stock clichés (floating splashes, fake bokeh, confetti), the same composition twice, hashtags in the middle of sentences, and words like "game-changer", "unlock" or "elevate".