Guide / 3 min read
Write the constraint-led brief before anyone opens a prompt
A compact working brief for AI-assisted advertising that makes the decision, evidence and non-negotiables visible before exploration starts.
Open the guide ↗The practical desk / September 2026
Make the next decision a better one.
Focused guides for the moments between the brief and the finished campaign. Start with a production problem, then follow the evidence and the work.
These are original editorial guides, not claims of first-hand campaign access or tested vendor rankings. Recommendations are working frameworks to adapt to your brief.
Find a reading path ↗20 guides
Guide / 3 min read
Product fidelity review: inspect the thing being sold
A review method for stopping attractive AI imagery from changing the product, the subject or the offer.
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Guide / 3 min read
From storyboard to shot list: make the handoff executable
Turn AI-assisted previsualization into a production handoff that tells a crew what to make, not merely what the route felt like.
Open the guide ↗Guide / 3 min read
Continuity review for AI film: test the joins before the launch
A shot-to-shot review pass for synthetic, live-action and mixed footage that finds breaks the generation window cannot see.
Open the guide ↗Explainer / 3 min read
Brand codes without sameness: give the system a grammar, not a moodboard
Keep AI-assisted creative recognizably on-brand without flattening every route into the same generic style.
Open the guide ↗Comparison / 3 min read
Choose AI, live action or a hybrid by the risk you need to carry
A comparison guide for choosing the production method after the communication problem is defined.
Open the guide ↗Guide / 3 min read
Localization review chain: review the thing people will actually see
A practical approval sequence for translated copy, dubbed audio, on-screen layout and local delivery—not merely a master script.
Open the guide ↗Guide / 3 min read
Asset provenance handoff: make a receipt, not a mythology
A per-asset handoff record that preserves what is known about a file without claiming that metadata certifies truth, permission or rights.
Open the guide ↗Guide / 3 min read
Budget for approved assets, not generated options
A cost-planning method that starts with the final approved deliverables and makes review, revision and release work visible.
Open the guide ↗Guide / 3 min read
Small-team AI pilot scope: make a decision, not a demo reel
A bounded pilot format for learning whether a specific AI-assisted workflow deserves a larger production commitment.
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Guide / 3 min read
Read a campaign performance claim without borrowing its confidence
A reported lift can be useful evidence, but only after you identify the outcome, denominator, comparison and owner of the claim.
Open the guide ↗Guide / 3 min read
Design a creative experiment that can tell you what changed
Test the message before you compare production methods; otherwise a result cannot tell you whether people responded to the idea, the craft or the delivery system.
Open the guide ↗Explainer / 3 min read
Synthetic audiences are not customers
A model can make a useful critic, rehearsal partner or hypothesis generator, but it cannot supply the fresh, situated evidence of people encountering your work.
Open the guide ↗Guide / 3 min read
Diagnose creative fatigue before you refresh the wrong thing
A deteriorating result may be audience repetition, auction pressure, a changed offer, broken tracking or a new asset learning period—not automatically a tired idea.
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Guide / 3 min read
Measure an interactive campaign by the value it returns
Generations, prompts and plays count activity. A useful measurement plan distinguishes a finished task, a retrieved result and the value that follows.
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Guide / 3 min read
A digital likeness needs an approval system, not a one-time yes
H&M’s digital-twin release shows why a participant’s involvement, visible labeling and review process matter more than a vague claim that a likeness was ‘cleared.’
Open the guide ↗Explainer / 3 min read
Make disclosure travel with the campaign
Content Credentials, platform labels and plain-language creative disclosure each help in different places; none can replace the others everywhere an asset moves.
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Guide / 3 min read
Give a conversational brand experience somewhere safe to stop
A branded conversation needs an explicit job, bounded claims, an escalation route and tests for failure—not just a convincing voice.
Open the guide ↗Guide / 3 min read
Accessibility in AI campaigns starts before the render
Captions, audio description and alt text are editorial assets, not a final export chore. Generative tools may draft them, but people still need to check meaning, timing and equivalence.
Open the guide ↗Guide / 3 min read
Human review works when someone can actually stop the release
A named reviewer without authority is a decorative control. Give each release risk an owner, a decision point, a documented escalation and a reversible pilot.
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