Flatten skill category directory structure
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# Chanel — Creative Rationale
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---
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### 1. Communication Context
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Chanel stands at the intersection of unrivaled heritage and modern relevance. As the luxury market shifts toward younger, digitally-native consumers, the brand faces a paradox: its founding spirit was revolutionary rebellion, yet the luxury industry now positions Chanel as the epitome of establishment elegance. Competitors like Dior, Louis Vuitton, and Balenciaga are aggressively courting Gen Z with collaborations and cultural provocations, while Chanel risks being perceived as "your mother's luxury brand."
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The competitive landscape reveals an opportunity gap. Most luxury houses are chasing youth through surface-level tactics — streetwear collabs, influencer partnerships, clashing colors. None are mining their heritage for genuine counter-cultural credibility. Chanel alone has a founder who was an actual revolutionary — a woman who liberated an entire gender from corsets, invented modern fashion, and treated every convention as a dare.
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The core audience insight: today's affluent consumer (25-40) doesn't want to be told what elegance looks like. They want to define it themselves. They crave brands that feel like co-conspirators, not gatekeepers. Yet Chanel's current communication leans toward reverent heritage — beautiful but passive, admirable but distant.
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---
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### 2. Creative Strategy
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**Core Insight**:
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Today's luxury consumer wants to feel like a rebel, not a conformist — but the luxury industry keeps telling them what elegance should look like, because "heritage" has become code for "don't touch."
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**Communication Proposition**:
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Chanel is not where elegance goes to be preserved — it's where elegance goes to be reinvented.
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**Creative Concept**:
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Elegant Disobedience — Punk spirit in couture clothing.
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---
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### 3. Creative Expression
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#### Hero Visual / Core Creative
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A woman in a perfectly tailored Chanel tweed suit stands motionless at the center of a chaotic rain-soaked city intersection. Everyone around her is rushing, blurred with motion — she is pin-sharp, composed, untouchable. She doesn't protest, she doesn't shout, she doesn't explain. She simply refuses to move. The stillness IS the rebellion. Her calm defiance, framed by urban chaos, embodies the core tension of the concept: the most powerful act of disobedience is absolute, unwavering elegance.
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#### Channel Execution Plan
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##### TVC / Video Ad
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- Duration: 60s hero film + 15s cutdowns
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- Narrative structure: Suspense/Revelation — building from chaos to stillness to power
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- Storyboard summary:
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| Timing | Visual | Copy/VO | Music/SFX |
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|--------|--------|---------|-----------|
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| 0-10s | Wide shot: chaotic city intersection at dusk, crowds rushing, rain beginning | None | Chaotic city noise — horns, footsteps, wind |
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| 10-20s | Medium wide from behind: woman in Chanel tweed stands motionless, crowds blur past her | None | Sounds muffle and fade, rain becomes prominent |
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| 20-30s | Over-the-shoulder: she slowly turns her head, profile emerges — red lips, pearls, calm | None | Near silence. Only rain and breathing |
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| 30-40s | Close-up portrait: she faces camera directly, defiant gaze, rain on her skin | None | Single sustained low cello note begins |
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| 40-52s | Wide low-angle: she walks toward camera, crowd parts like water around stone | None | Cello builds, heels clicking rhythmically |
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| 52-60s | Extreme close-up of her eyes, fading to black. "Elegant Disobedience" + CC logo | "Elegant Disobedience" | Cello resolves, silence. Only rain. |
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##### Print / Poster
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- Spec: Series of 3-5 key visuals, various formats (vertical OOH, horizontal print, square social)
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- Hero visual description: The woman standing still amid chaos — desaturated with selective gold on Chanel hardware
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- Headline: "She didn't break the rules. She made them irrelevant."
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- Subhead: Series-specific — "Black was for funerals. Then it was for everything." / "They said pearls were precious. She made them reckless." / "Comfort was common. Until she made it couture." / "Elegance was obedience. She disagreed."
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##### Social Media
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- Platforms: Instagram, TikTok, YouTube, WeChat
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- Content format: Short video (15s cutdowns), static key visuals, UGC campaign
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- Engagement mechanic: #ElegantDisobedience — invite women to share their own moments of "elegant disobedience," the rules they broke with style
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- Hashtag: #ElegantDisobedience
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##### OOH / Events
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- Format: Interactive installation in Paris, NYC, Tokyo, Shanghai
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- Description: A physical "Rules Wall" in major cities — a concrete wall printed with old-fashioned fashion rules in elegant calligraphy. Passersby are given gold spray paint cans to cross out rules they disagree with. The wall gradually transforms into a Chanel manifesto. Documented and shared as social content.
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---
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### 4. Visual Style
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#### Color Scheme
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- Primary color: Charcoal Black #1A1A1A (60%) — tweed, backgrounds, shadows
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- Secondary color: Ivory Cream #F5F0E8 (20%) — silk, skin tones, highlights
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- Accent color: Antique Gold #C4A265 (10%) — Chanel hardware, jewelry, warm light accents
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- Accent color: Crimson Red #8B1A1A (5%) — lips, selective color pops
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- Texture color: Concrete Grey #7A7A7A (5%) — urban environments, rebellion motif
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#### Typography
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- Headline font style: Custom stencil serif — protest poster meets haute couture invitation, angular yet refined
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- Body font style: Clean modern serif, minimal weight, generous spacing — quiet authority
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#### Visual Treatment
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- Image quality: Cinematic — Caravaggio chiaroscuro meets Helmut Newton fashion editorial
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- Lighting tone: High-contrast dramatic, selective warm gold highlights against desaturated cool environments
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- Color grading direction: Desaturated base with surgical selective color — gold hardware, red lips, and pearl white are the only warm elements in a cool, rain-soaked world
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---
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### 5. Copy Direction
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#### Tone of Voice
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Calm provocation. Never loud, never desperate. The brand speaks like a woman who doesn't raise her voice because she's never needed to. Short declarative sentences. Historical fact delivered as quiet dare. The copy doesn't argue — it states, and moves on.
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#### Core Copy
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- Tagline: "Elegant Disobedience"
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- Headline: "She didn't break the rules. She made them irrelevant."
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- Body copy direction: Each execution pairs a historical "fashion rule" that Coco Chanel shattered with a modern parallel. The copy is minimal — the juxtaposition does the work. No explanation, no justification. Statement and silence.
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---
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### 6. Mood Board Description
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#### Atmosphere Reference
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**Image 1 — "The Quiet Riot"** (hero atmosphere):
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`midjourney_image_generation` `--ar 16:9 --style raw --v 7`
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```
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A lone woman in a black Chanel tweed suit stands perfectly still in the center of a chaotic street scene. Blurred figures rush past her in all directions. She is pin-sharp, composed, untouchable. Desaturated color palette with selective warm gold highlights on her jewelry and buttons. Wet pavement reflecting city lights. Cinematic, Caravaggio-meets-Helmut-Newton lighting, dramatic chiaroscuro, 35mm film grain, anamorphic lens flare.
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```
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**Image 2 — "Concrete & Couture"** (texture tension):
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`midjourney_image_generation` `--ar 3:2 --style raw --v 7`
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```
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An extreme close-up of a woman's hand with perfect red nails resting on a rough concrete wall covered in faded graffiti. She wears a delicate Chanel chain bracelet with interlocking CC charm. The contrast between raw urban texture and refined luxury detail. Shallow depth of field, f/1.4, natural side lighting with golden hour warmth. Desaturated background, selective color on the gold bracelet and red nails. Editorial photography, 8K detail.
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```
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**Image 3 — "Rule Wall"** (rebellion motif):
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`nano_banana_image_generation` 2K, 16:9
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```
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A weathered concrete wall at night covered in elegantly hand-painted text in white calligraphy: crossed-out phrases like "Ladies don't wear black" and "Luxury must be uncomfortable." A single spotlight illuminates the wall from above. Spray paint cans on the ground. Moody, cinematic, urban night photography, dramatic shadows, film noir lighting, gritty yet sophisticated atmosphere.
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```
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#### Color Reference
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Dominant desaturated cool greys and blues — the rain-soaked urban world. Punctuated by three controlled warm accents: antique gold (Chanel hardware catching light), crimson red (lips only), pearl white (necklaces glowing against dark fabric). The palette creates a visual hierarchy where Chanel elements are the only warmth in a cold world.
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#### Composition / Layout Reference
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- Hero shots: Center-weighted composition with the subject as the only sharp element amid motion blur — stillness as power
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- Detail shots: Extreme close-ups with diagonal tension — Chanel luxury textures against raw urban surfaces
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- Environmental shots: Wide, cinematic 2.39:1 framing with dramatic negative space — the subject commands the frame through presence, not proximity
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- Typography placement: Lower third, left-aligned, generous white space — the copy whispers, never shouts
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#### Character Reference
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`kling_image_generation` (face mode), 16:9
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```
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Professional fashion photography portrait of a woman in her early 30s with sharp cheekbones and an unwavering gaze directly at camera. She wears a deconstructed black Chanel tweed jacket with raw edges, layered pearl necklaces of varying lengths, and minimal makeup except bold red lips. Hair slightly wind-blown, imperfect. Expression: calm defiance, the faintest hint of a smirk. Shot on Canon EOS R5, 85mm f/1.4, soft directional window light from the left, clean dark background. Magazine quality, skin texture visible, catchlight in eyes.
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```
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#### Additional Scene Prompts
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**"The Uninvited"** — `midjourney_image_generation` `--ar 16:9 --v 7`
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```
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A woman in a deconstructed Chanel outfit — tweed jacket with pearl chain trim over a simple white t-shirt and black trousers — stands at the entrance of a grand ornate ballroom. Crystal chandeliers overhead. Blurred figures in formal gowns and tuxedos turn to look at her. She looks straight ahead, unfazed. Dutch angle composition, shallow depth of field focusing on her, warm golden ballroom light behind her creating a rim light silhouette effect. Cinematic, dramatic, fashion editorial meets film still.
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```
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**"Spray Paint Manifesto"** — `midjourney_image_generation` `--ar 16:9 --style raw --v 7`
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```
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A woman in a white Chanel leather jacket and black skirt crouches elegantly beside a concrete wall, holding a gold spray paint can. She has just finished writing in flowing cursive: "Elegance is refusal." Her pearls hang forward as she leans. Night scene, dramatic side lighting from a single street lamp, neon reflections on wet pavement. Cinematic urban photography, moody atmosphere, desaturated blues and greens with warm gold accents on her jewelry and the spray paint.
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```
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**"The Morning After"** — `nano_banana_image_generation` 2K, 16:9
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```
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Early morning, a woman sits alone at a Parisian cafe terrace. She wears last night's Chanel — slightly rumpled tweed, pearls askew, red lipstick faded but still present. She reads a newspaper with complete composure, a cigarette of espresso steam rising from her cup. The street behind her is empty. Soft dawn light, pale blue and gold tones. Shot like a candid moment from a French New Wave film. 35mm film texture, shallow depth of field, contemplative, effortlessly cool.
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```
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**"Heritage Rebellion"** — `nano_banana_image_generation` 2K, 16:9
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```
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Split composition: left half shows a sepia-toned 1920s photograph of a woman in a restrictive corseted dress looking uncomfortable. Right half shows a modern woman in a relaxed Chanel tweed suit, same pose but completely at ease, looking directly at camera with a knowing smile. The two halves blend in the center. Clean white background, studio lighting, fashion editorial style. The visual contrast tells the entire brand story in one frame.
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```
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#### Recommended Generation Tools
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| Image Type | Tool | Parameter Suggestions |
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|-----------|------|----------------------|
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| Hero visual | `midjourney_image_generation` | `--ar 16:9 --style raw --v 7` |
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| Character | `kling_image_generation` | face mode, 16:9 |
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| Scenes | `midjourney_image_generation` | `--ar 16:9 --v 7` |
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| Quick concepts | `nano_banana_image_generation` | 2K, 16:9 |
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| With copy/text | `qwen_image_generation` | reference image required |
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| Style unification | `kontext_image_generation` | reference from hero visual |
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#### Generation Order
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```
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1. Character base portrait (#4) → lock face with Kling
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2. Hero atmosphere (#1) → set the visual tone
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3. Rule wall (#3) → establish rebellion motif
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4. Remaining scenes using face reference from character base
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5. Color palette → final reference
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```
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---
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### 7. Score & Review Record
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#### Final Score
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| Dimension | Score |
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|-----------|-------|
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| Strategic Fit | 9.0/10 |
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| Creative Originality | 8.5/10 |
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| Emotional Impact | 8.5/10 |
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| Scalability | 9.0/10 |
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| Feasibility | 8.0/10 |
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| Brand Exclusivity | 9.5/10 |
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| **Weighted Total** | **8.80/10** |
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#### Review Improvement History
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| Round | Score | Key Improvement |
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|-------|-------|----------------|
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| Pass 1 | 7.90 | Initial concept "Chanel Rebellion" — too generic punk aesthetic, lacked Chanel DNA integration |
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| Pass 2 | 8.45 | Sharpened to "Elegant Disobedience" — the oxymoron IS the concept; grounded in historical evidence of Coco's rule-breaking |
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| Pass 3 | 8.80 | Added "The Quiet Riot" key visual (stillness amid chaos); elevated from aesthetic concept to philosophical platform; strengthened brand exclusivity through historical specificity |
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# Advertising Creative Proposal Output Templates
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Load this file during Phase 5 (REALIZE) when outputting the final proposal. Select the most appropriate template.
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---
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## Template 1: Creative Concept One-Pager
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Suitable for a refined presentation of a single concept, for quick alignment with clients/teams.
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```markdown
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# {Brand Name} — Creative Concept One-Pager
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## Insight
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{One-sentence consumer insight}
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## Concept Name
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{Concept Name} — {15-word max one-liner}
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## Creative Rationale
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{3-5 sentences describing the core creative idea, execution approach, and emotional goal}
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## Visual Keywords
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| Atmosphere | Color | Texture | Tone |
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|-----------|-------|---------|------|
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| {word} | {word} | {word} | {word} |
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| {word} | {word} | {word} | {word} |
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## Key Visuals / Key Moments TOP 5
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| # | Visual/Moment | Emotion | Channel |
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|---|--------------|---------|---------|
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| 1 | {description} | {emotion} | {TVC/poster/social...} |
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| 2 | {description} | {emotion} | {channel} |
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| 3 | {description} | {emotion} | {channel} |
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| 4 | {description} | {emotion} | {channel} |
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| 5 | {description} | {emotion} | {channel} |
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## Score
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- Weighted total: {score}/10
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- Strongest dimension: {dimension} ({score})
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- Weakest dimension: {dimension} ({score})
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## Technical Path
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- Recommended image tool: {tool name}
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- Recommended video tool: {tool name}
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- Core challenge: {one-sentence description}
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```
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---
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## Template 2: TOP-3 Comparison Proposal
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Suitable for presenting 3 candidate proposals for client/team selection. The most commonly used output template.
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```markdown
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# {Brand Name} — Creative Proposal Comparison
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## Brief Summary
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- Brand/Product: {name}
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- Communication objective: {objective}
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- Target audience: {audience}
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- Core insight: {insight}
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---
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## Proposal A: {Concept Name}
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### One-liner
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{15-word summary}
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### Level
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{Big Idea / Campaign Idea / Execution Idea}
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### Insight & Strategy
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{What insight is this concept based on? How does it address the brief?}
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### Creative Rationale
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{5-8 sentences describing the complete creative concept, execution approach, and emotional goal}
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### Key Executions
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| Channel | Format | Description |
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|---------|--------|-------------|
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| TVC | {duration} | {overview} |
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| Poster | {spec} | {overview} |
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| Social | {platform} | {overview} |
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| OOH | {format} | {overview} |
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### Score
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{Six-dimension scores}
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Weighted total: {score}/10
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### Strengths & Risks
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- Strength: {strength 1}
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- Strength: {strength 2}
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- Risk: {risk 1}
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- Risk: {risk 2}
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---
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## Proposal B: {Concept Name}
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{Same structure as above}
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---
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## Proposal C: {Concept Name}
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{Same structure as above}
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---
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## Side-by-Side Comparison
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| Dimension | Proposal A | Proposal B | Proposal C |
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|-----------|-----------|-----------|-----------|
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| Total | {score} | {score} | {score} |
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| Strategic Fit | {score} | {score} | {score} |
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| Creative Originality | {score} | {score} | {score} |
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| Emotional Impact | {score} | {score} | {score} |
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| Scalability | {score} | {score} | {score} |
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| Feasibility | {score} | {score} | {score} |
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| Brand Exclusivity | {score} | {score} | {score} |
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## Recommendation
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{Rationale for recommending Proposal X, 2-3 sentences}
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```
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---
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## Template 3: Creative Rationale
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Suitable for a complete creative proposal document, used to guide subsequent production and execution.
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```markdown
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# {Brand Name} — Creative Rationale
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---
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### 1. Communication Context
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{2-3 paragraphs describing:
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- The brand's current communication challenge
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- Market and competitive environment
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- Core insight about the target audience}
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---
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### 2. Creative Strategy
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**Core Insight**:
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{One-sentence insight, format: "[Audience] wants [X], but [Y], because [Z]"}
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**Communication Proposition**:
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{The core message the brand needs to convey}
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**Creative Concept**:
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{Concept Name} — {one-liner}
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---
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### 3. Creative Expression
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#### Hero Visual / Core Creative
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{Detailed description of the core creative's visual expression}
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#### Channel Execution Plan
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##### TVC / Video Ad
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- Duration: {15s / 30s / 60s / 90s}
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- Narrative structure: {selected narrative structure}
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- Storyboard summary:
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| Timing | Visual | Copy/VO | Music/SFX |
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|--------|--------|---------|-----------|
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| 0-3s | {visual} | {copy} | {music} |
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| 3-10s | {visual} | {copy} | {music} |
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| ... | ... | ... | ... |
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##### Print / Poster
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- Spec: {dimensions}
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- Hero visual description: {visual}
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- Headline: {headline}
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- Subhead: {subhead}
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##### Social Media
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- Platforms: {platform list}
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- Content format: {static / short video / interactive / H5}
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- Engagement mechanic: {if applicable}
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- Hashtag: {#hashtag}
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##### OOH / Events (if applicable)
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- Format: {installation / pop-up / experience}
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- Description: {overview}
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---
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### 4. Visual Style
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#### Color Scheme
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- Primary color: {color} ({x}% share)
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- Secondary color: {color} ({x}% share)
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- Accent color: {color} (used for {context})
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#### Typography
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- Headline font style: {description}
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- Body font style: {description}
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#### Visual Treatment
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- Image quality: {cinematic / documentary / mobile / animation}
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- Lighting tone: {description}
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- Color grading direction: {description}
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---
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### 5. Copy Direction
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#### Tone of Voice
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{Describe how the brand speaks — serious / humorous / warm / provocative / etc.}
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#### Core Copy
|
||||
- Tagline: {brand tagline}
|
||||
- Headline: {main headline}
|
||||
- Body copy direction: {body copy style description}
|
||||
|
||||
---
|
||||
|
||||
### 6. Mood Board Description
|
||||
|
||||
#### Atmosphere Reference
|
||||
{Descriptions or generation prompts for 2-3 mood board images}
|
||||
|
||||
#### Color Reference
|
||||
{Visual description of the color scheme}
|
||||
|
||||
#### Composition / Layout Reference
|
||||
{Description of key compositions}
|
||||
|
||||
---
|
||||
|
||||
### 7. Score & Review Record
|
||||
|
||||
#### Final Score
|
||||
| Dimension | Score |
|
||||
|-----------|-------|
|
||||
| Strategic Fit | {score}/10 |
|
||||
| Creative Originality | {score}/10 |
|
||||
| Emotional Impact | {score}/10 |
|
||||
| Scalability | {score}/10 |
|
||||
| Feasibility | {score}/10 |
|
||||
| Brand Exclusivity | {score}/10 |
|
||||
| **Weighted Total** | **{score}/10** |
|
||||
|
||||
#### Review Improvement History
|
||||
| Round | Score | Key Improvement |
|
||||
|-------|-------|----------------|
|
||||
| Pass 1 | {score} | Initial scoring |
|
||||
| Pass 2 | {score} | {improvement description} |
|
||||
| ... | ... | ... |
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Template 4: Mood Board Brief
|
||||
|
||||
Suitable for quick, visual-first concept presentations. Use when rapid image generation is needed.
|
||||
|
||||
```markdown
|
||||
# {Brand Name} — Mood Board Brief
|
||||
|
||||
## One-liner
|
||||
{Concept core}
|
||||
|
||||
## Visual Keywords
|
||||
{8-12 keywords, comma-separated}
|
||||
|
||||
## Hero Visual Prompt
|
||||
{AI image generation prompt for hero visual, in English}
|
||||
|
||||
## Character Prompt
|
||||
{AI image generation prompt for characters, in English}
|
||||
|
||||
## Scene Prompts (×3-5 scenes)
|
||||
### Scene 1: {Scene Name}
|
||||
**Usage**: {TVC frame / poster / social...}
|
||||
**Prompt**: {English prompt}
|
||||
|
||||
### Scene 2: {Scene Name}
|
||||
**Usage**: {usage}
|
||||
**Prompt**: {English prompt}
|
||||
|
||||
### Scene 3: {Scene Name}
|
||||
**Usage**: {usage}
|
||||
**Prompt**: {English prompt}
|
||||
|
||||
## Color Palette
|
||||
- Primary: {hex + description}
|
||||
- Secondary: {hex + description}
|
||||
- Accent: {hex + description}
|
||||
|
||||
## Recommended Generation Tools
|
||||
| Image Type | Tool | Parameter Suggestions |
|
||||
|-----------|------|----------------------|
|
||||
| Hero visual | {tool} | {parameters} |
|
||||
| Character | {tool} | {parameters} |
|
||||
| Scene | {tool} | {parameters} |
|
||||
| With copy | {tool} | {parameters} |
|
||||
```
|
||||
Reference in New Issue
Block a user