# Advertising Creative Proposal Output Templates

Load this file during Phase 5 (REALIZE) when outputting the final proposal. Select the most appropriate template.

---

## Template 1: Creative Concept One-Pager

Suitable for a refined presentation of a single concept, for quick alignment with clients/teams.

```markdown
# {Brand Name} — Creative Concept One-Pager

## Insight
{One-sentence consumer insight}

## Concept Name
{Concept Name} — {15-word max one-liner}

## Creative Rationale
{3-5 sentences describing the core creative idea, execution approach, and emotional goal}

## Visual Keywords
| Atmosphere | Color | Texture | Tone |
|-----------|-------|---------|------|
| {word} | {word} | {word} | {word} |
| {word} | {word} | {word} | {word} |

## Key Visuals / Key Moments TOP 5
| # | Visual/Moment | Emotion | Channel |
|---|--------------|---------|---------|
| 1 | {description} | {emotion} | {TVC/poster/social...} |
| 2 | {description} | {emotion} | {channel} |
| 3 | {description} | {emotion} | {channel} |
| 4 | {description} | {emotion} | {channel} |
| 5 | {description} | {emotion} | {channel} |

## Score
- Weighted total: {score}/10
- Strongest dimension: {dimension} ({score})
- Weakest dimension: {dimension} ({score})

## Technical Path
- Recommended image tool: {tool name}
- Recommended video tool: {tool name}
- Core challenge: {one-sentence description}
```

---

## Template 2: TOP-3 Comparison Proposal

Suitable for presenting 3 candidate proposals for client/team selection. The most commonly used output template.

```markdown
# {Brand Name} — Creative Proposal Comparison

## Brief Summary
- Brand/Product: {name}
- Communication objective: {objective}
- Target audience: {audience}
- Core insight: {insight}

---

## Proposal A: {Concept Name}

### One-liner
{15-word summary}

### Level
{Big Idea / Campaign Idea / Execution Idea}

### Insight & Strategy
{What insight is this concept based on? How does it address the brief?}

### Creative Rationale
{5-8 sentences describing the complete creative concept, execution approach, and emotional goal}

### Key Executions
| Channel | Format | Description |
|---------|--------|-------------|
| TVC | {duration} | {overview} |
| Poster | {spec} | {overview} |
| Social | {platform} | {overview} |
| OOH | {format} | {overview} |

### Score
{Six-dimension scores}
Weighted total: {score}/10

### Strengths & Risks
- Strength: {strength 1}
- Strength: {strength 2}
- Risk: {risk 1}
- Risk: {risk 2}

---

## Proposal B: {Concept Name}
{Same structure as above}

---

## Proposal C: {Concept Name}
{Same structure as above}

---

## Side-by-Side Comparison

| Dimension | Proposal A | Proposal B | Proposal C |
|-----------|-----------|-----------|-----------|
| Total | {score} | {score} | {score} |
| Strategic Fit | {score} | {score} | {score} |
| Creative Originality | {score} | {score} | {score} |
| Emotional Impact | {score} | {score} | {score} |
| Scalability | {score} | {score} | {score} |
| Feasibility | {score} | {score} | {score} |
| Brand Exclusivity | {score} | {score} | {score} |

## Recommendation
{Rationale for recommending Proposal X, 2-3 sentences}
```

---

## Template 3: Creative Rationale

Suitable for a complete creative proposal document, used to guide subsequent production and execution.

```markdown
# {Brand Name} — Creative Rationale

---

### 1. Communication Context

{2-3 paragraphs describing:
- The brand's current communication challenge
- Market and competitive environment
- Core insight about the target audience}

---

### 2. Creative Strategy

**Core Insight**:
{One-sentence insight, format: "[Audience] wants [X], but [Y], because [Z]"}

**Communication Proposition**:
{The core message the brand needs to convey}

**Creative Concept**:
{Concept Name} — {one-liner}

---

### 3. Creative Expression

#### Hero Visual / Core Creative
{Detailed description of the core creative's visual expression}

#### Channel Execution Plan

##### TVC / Video Ad
- Duration: {15s / 30s / 60s / 90s}
- Narrative structure: {selected narrative structure}
- Storyboard summary:
  | Timing | Visual | Copy/VO | Music/SFX |
  |--------|--------|---------|-----------|
  | 0-3s | {visual} | {copy} | {music} |
  | 3-10s | {visual} | {copy} | {music} |
  | ... | ... | ... | ... |

##### Print / Poster
- Spec: {dimensions}
- Hero visual description: {visual}
- Headline: {headline}
- Subhead: {subhead}

##### Social Media
- Platforms: {platform list}
- Content format: {static / short video / interactive / H5}
- Engagement mechanic: {if applicable}
- Hashtag: {#hashtag}

##### OOH / Events (if applicable)
- Format: {installation / pop-up / experience}
- Description: {overview}

---

### 4. Visual Style

#### Color Scheme
- Primary color: {color} ({x}% share)
- Secondary color: {color} ({x}% share)
- Accent color: {color} (used for {context})

#### Typography
- Headline font style: {description}
- Body font style: {description}

#### Visual Treatment
- Image quality: {cinematic / documentary / mobile / animation}
- Lighting tone: {description}
- Color grading direction: {description}

---

### 5. Copy Direction

#### Tone of Voice
{Describe how the brand speaks — serious / humorous / warm / provocative / etc.}

#### 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} |
```