The Creative System Definitions

Before diving into definitions, let’s understand what this system is built for.

We build a creative system (in the form of a software) that was architected with a single priority: Hit Rate.

Most workflows force you to choose between Volume (spamming low-quality ads) or Quality (slow, precious production). This system solves this paradox.

It is designed to enable High-Quality Volume through Modular Architecture.

By breaking creative down into tight, interchangeable components, we allow you to scale output without ever sacrificing performance.

Introduction

Why you need this guide

If you are a Founder, Creative Strategist, Head/VP of Creative, or CMO: you’re likely already using specific terms to describe your work.

However, undefined terms lead to undefined results, especially at scale.

A true scalable creative system is a core fusion of Psychology and Math. To operate this system and hit your performance targets, you must be able to understand the definitions that bridge these two worlds.

The definitions in this guide are designed to help you:

• Get Results, Faster: Hit performance targets (“winners”) faster by eliminating ambiguity.
• Scale Creative Operations (More Winning Output): Train your team to reproduce high-level outcomes independently, using this system.
• Sharpen Observation: Learn exactly what to look for when analyzing data.

How to use this guide

You are likely already using terms like “angles,” “hooks,” or just “creative strategy” to describe your work. While these types of generalized terms work in conversation, they are often too subjective to build a scalable and efficient creative system.

So to operate this system, and do it well, we need to upgrade your vocabulary.

We have designed this guide to bridge the gap between the terms you know and the definitions the system uses to generate performance.

This is why we’re moving away from dry textbook definitions and pivoting to functional definitions.

By adopting this specific ontology (set of terms), you stop treating creative as abstract “Art” and start treating it as “Data”: allowing you to isolate variables, track performance, and create winners with mathematical directionality.

Everything unfolds in six levels:

1. The Foundations: The core units of the system.
2. The 7 Concept Variables: The psychological levers you can pull.
3. The Messaging Structure: The anatomy of the message.
4. The Production Assembly: The technical production specs.
5. The Workflow Operations: How work moves through the system.
6. The Analytics: How we measure success.

Level 1: The Foundations

Every outcome in this system stems from these three foundational terms.

1. Concept

Most people treat a concept as a vague creative idea.

In this system, a Concept is a set of coordinates.

It is a rigid set of data points that define exactly who we are communicating with, their current situation, and what we want them to do. It is the specific part of the map, but not the actual territory.

Think of the Concept not as a sentence, but as a container of information (data).

Inside this container, there are 7 distinct variables. If you change one variable, you change the entire Concept.

2. Batch

The Batch is the production unit of the system.

It’s a specific implementation of the Concept.

While the Concept is the strategy (the “Soul”), the Batch is the execution (the “Body”). The actual vehicle that carries your strategy into the market.

A Batch is constructed from two distinct layers - in this exact order:

1. Messaging (Structure): The logical flow of information.

2. Format: The sensory attributes (visuals, audio, etc.) of the creative. The final form of the creative.

3. Cycle

The Cycle is the operational timeframe used to organize your creative output (e.g., a Sprint).

Structurally, the Cycle is the master container of Concepts. It groups your work to keep the system organized.

• The Cycle contains the Concepts you focused on during that period.
• The Concepts contain the Batches (executions) you produced.

But why do we even need Cycles?

• Production Pacing: Enforces a consistent rhythm for ideation and briefing to prevent resource burnout and improve efficiency on the workflow level.
• Feedback Loops: Creates a clear “Start” and “Stop” point for data, allowing you to pause and learn before building the next Concept or Batch.

Level 2: The 7 Concept Variables

As defined above, a Concept is a container.

To change the Concept, you must change at least one of the following 7 variables.

But why do we need them?

To stop guessing.

If you treat creative as one big blob of “content,” you can never learn what works. By breaking a concept down into specific variables, you turn psychology into data.

This allows you to isolate variables to find the root cause of performance but also transfer your original intent through the creative process.

Let’s dive in:

1. Offer

In this system, the Offer is The Destination of the ads of your Concept.

It refers to the specific context of the page where traffic is sent (the Landing Page), whether that is an Offer Page (PDP, Hybrid LP) or a Bridge Page (Advertorial, Listicle).

Why we define it this way:

We define the Offer by the destination to ensure congruency. Because one of the biggest bottlenecks of performance is a disconnect between the ad and the page.

Example: If your ad talks about a “3-Pack Bundle,” the Offer variable must be the specific URL for that bundle - not your homepage or a generic collection.

2. Persona

The specific audience segment within the total market we are addressing in this specific Concept.

Simply put: The ‘Who’.

The Persona is defined strictly by demographics (Age, Gender, etc.) and circumstances (Life Stage, Social Status, etc.).

To know which Personas are broader (have more people falling under the persona categorization) than others: we also label the Persona in terms of Broadness.

3. Core Emotion

The dominant emotional driver the Persona is feeling or seeking.

In this system, you must select one of the following 6 drivers:

• Security / Safety: The desire for protection, stability, and certainty. Avoiding risk.
• Control: The need for autonomy, mastery, and power over one’s own outcomes or environment.
• Status: The drive for prestige, exclusivity, and elevation in the social hierarchy.
• Attention: The need for external validation, recognition, and being “seen” by others.
• Shame: The internal pain of judgment, inadequacy, or social exposure. (The fear of being wrong).
• Fear: The anticipation of immediate external threat, pain, or loss. (The fear of things going wrong).

4. Problem

The specific symptom or pain point the Persona is facing.

It is the subject of their internal monologue.

5. Sophistication Stage

The maturity level and skepticism of the market.

• Stage 1 - Romantic: “The Discovery.” The market is new. They have never seen this solution before and believe the promise instantly.
• Stage 2 - Infatuation: “The Gold Rush.” Competitors appear. The market is excited and wants the version with the biggest claim.
• Stage 3 - Realism: ”The Hangover." They bought the hype, got burned, and the product didn’t work.
• Stage 4 - Accountability: “The Audit." They stop trusting claims and demand proof.
• Stage 5 - Stability: “The Identity.” The market is saturated/commoditized.

6. Awareness State

How much the Persona knows about their problem and potential solutions.

We like to define these as specifically as we can, as these states enable us to get extremely clear on our message.

So we split the awareness spectrum into 2 categories, with each one containing their awareness states:

A. Problem States

• Unaware: They have the problem but are completely unaware that they have it.
• Problem Curious: They are aware of the problem but they don’t know how it affects them.
• Fully Problem Aware: They know how the problem affects them but they don’t know whether they can or cannot solve it themselves.
• Problem Solution Seeking: They are aware of the problem, know how the problem affects them, and know that they can’t solve the problem themselves. But they are not aware of any working solutions.

B. Solution States

• Solution Aware: They are aware of a working solution/process but are not aware of a product that does it.
• Product Aware: They are aware of a product but are not aware of our product specifically.
• Brand Aware: They are aware of our specific product & brand but haven’t purchased yet.

7. Trigger Event (Optional)

The specific occasion or reason why this message is appearing right now.

It answers the subconscious question: “Why am I seeing this today?”

Examples:

• Calendar Events: “Black Friday” | “Valentine’s Day” | “Summer Sale”
• Life Events: “Just engaged” | “Had a baby” | “Moving house”

Level 3: The Messaging Structure

We previously defined Messaging as the structural argument of the Batch.

Now, let’s define the specific anatomical parts that make up that structure.

Depending on the Batch’s media format, the way we view the structure of the messaging works differently.

Video Structure

Messaging is experienced sequentially through time.

Since this is the messaging layer of the video, we define these parts by their psychological function.

We break it down in the:

1. Opening
   • Definition: The specific statement, question, or claim used to break the user’s pattern of thought and earn the right to present the rest of the message.
   • Function: Disruption
2. Body
   • Definition: The sequence of logical points and emotional triggers that validate the promise made in the Open. This is where the “Concept” variables are connected into the one piece of messaging.
   • Function: Persuasion
3. Call to Action
   • Definition: The explicit or implicit command telling the user exactly what action to take to resolve the tension created in the Body.
   • Function: Instruction

Static Structure

Unlike video, static images do not have a timeline.

Because with statics: the messaging is experienced instantly.

Unlike video, which uses sequence to persuade, a static uses juxtaposition. It’s the strategy of placing two opposing elements side-by-side to force the brain to make an instant connection.

The messaging structure is defined by the relationship between two logical components → creating a third one:

1. Base Element:
   • Definition: An object/situation the Persona already recognizes. Can be topic, or situation the Persona already understands. It can be related to their problem or not.
   • Function: To establish immediate relevance and familiarity. Acts as an ‘anchor’.
2. The Differentiator:
   • Definition: ****The element that removes limitations or changes the Base Element.
   • Function: To create tension, curiosity, or desire. Acts as a ‘new twist’.
3. The Concept’s Message:
   • Definition: The instant conclusion the user’s brain makes when combining the 2 elements.
   • Function: The “Aha” moment.

Level 4: The Production Assembly

In Level 1, we defined a Batch as the combination of Messaging + Format.

Level 3 covered the Messaging. Level 4 covers the Format.

These terms define the specific technical assets and instructions required to physically build the Batch.

Video Assembly

• Ad Format: The specific video style or genre selected to deliver the message (UGC, VSL, etc.)
• Script: The verbatim words.

• Storyboard: The visual blueprint composed of Scenes.
• Scene: The atomic unit of video containing Script, Visual Action, Duration, and Raw Content links.
• Hook Variations: Testing alternative hooks via:
  • Visual Variations (different footage) or
  • Copy Variations (different words)
• Voiceover: The master audio file (human or AI) containing the spoken script. This is appended to every variation in the Batch so the editor has the raw audio asset ready for their timeline.

Static Assembly

• Format Source (Swipe): The reference image provided to the system & designer to mimic the visual layout or aesthetic. We are “swiping” the structure, not the content.
• Image Brief: The composition instructions minus the actual copy. This defines the “Wireframe” of the image. It tells the designer where things go, but not what the words say. It creates the container for the message. It consists of four layers:
  • Objects: The key visual elements (product, people, graphics) placed in the scene.
  • Environment: The background setting or color.
  • Focal Point: The primary visual anchor. This is the single element the eye must see first.
  • Text Elements: The placeholder “containers” where text will eventually live.
    • Text Type: (Headline, Subhead, Body, Bullet, Icon, Callout).
    • Location: (Top Left/Center/Right, Middle Left/Center/Right, Bottom Left/Center/Right).
    • Volume: (# of Lines, # of Sentences).
    • Style: (Bold, Italic, Underline, Strikethrough, Text Color, BG Color).
    • Casing: (Sentence, UPPER, lower, Start Case).
• Image Copy: The actual final text inside the image. This fills the “Text Element” containers defined in the Image Brief.
• Variations: The testing combinations for the static.
  • Copy Variant: Same image, different words in the image.
  • Visual Variant: Same words, different/changed image.
  • Both: A completely new combination, that’s still congruent to the messaging of the Batch (and by definition aligned with the Batch’s Concept).
• In-Platform Copy: The text entered into the ad platform (Meta) that appears around the creative, not inside it.
  • Primary Text: The caption above/below the ad.
  • Headline: The bold text next to the button.
  • Call to Action (CTA): The button text (e.g., “Shop Now”).

Team Members

In this system, users are defined by which part of the production pipeline they control.

The different core creative team member types are the:

1. Owner
   • The one who controls and has access to the entire system/account.
   • Can be the Creative Strategist or just the person that manages and oversees the creative system.
2. Creative Strategist
   • The owner of the Concept and Batch up until the final brief.
   • Responsibilities:
     • Defines the Concept (strategy).
     • Writes the Messaging.
     • Generates the technical instructions (Briefs) for the production team.
3. Editor
   • The person that edits the videos and/or designs the statics.
   • Responsibilities:
     • Translates the Briefs into actual assets (Video or Static).
     • Manages the technical assembly (Scenes, Voiceovers, Visuals).
     • Produces the Variations based on the testing plan.
4. Media Buyer
   • The person that correctly publishes the final creatives to the platform (Meta).
   • Responsibilities:
     • Deployment: Takes the approved “Ready to Publish” Batches and uploads them to the ad network (Meta/TikTok).
     • Data Handoff: Ensures the platform data (Spend, ROAS) flows back into the system, by properly using the Batch ID in the ads, so the feedback loop can close.
     • Note: Since this is a Creative System, the Media Buyer’s role here is strictly focused on Inventory Management (uploading ads) at this moment, and not any media buying activities. These are done separately, outside of this system for the time being.

Level 5: The Workflow Operations

These terms define how a Batch moves through time, from a raw idea to a live ad in Meta.

1. Production Pipeline Statuses

The linear stages a Batch travels through the creative system pipeline.

1. Messaging: Strategist defines the logic.
2. Briefing: Logic is converted to technical briefs.
3. Editing: Building the Main variation.
4. In Review: QA for Concept/Structure (Main only).
5. Variations Editing: Building the variations.
6. Variations Review: QA for specific details.
7. Ready to Publish: Approved inventory.
8. Published: Live in platform (Meta).

2. Review Links

The external URLs used to share assets for feedback.

In this system, reviews happen in two distinct stages to protect production resources:

• First Version Review:
  • It’s a link containing only the Main asset.
  • The logic is we approve the Core Structure before the editor edits any variations.
  • This prevents compounded waste**.** If the foundation is flawed, we want to fix it on 1 video, not 3. We do not commit time to editing variations until the Main is approved.
• Finalized Variations Review:
  • A link containing all Variations.
  • The logic is now that the structure is safe, we review the all the specific creative versions of our Batch for final sign-off to the editor.

3. Batch ID

The unique alphanumeric “fingerprint” generated for every Batch.

Why it matters:

In a high-volume creative system, filenames get messy. The Batch ID allows the system to:

1. Track the asset across different ads, adsets, campaigns and even ad accounts.
2. Tie platform data back to the original Concept.
3. Allow you to search for a specific creative instantly without remembering it’s name or rely on a complex naming scheme.

Level 6: The Analytics

This section defines the signals the system provides for you to make the best decisions.

As we’ve mentioned in the beginning of this guide, this is where you see the concept of Psychology and Math really coming together.

System Attributes

• Cycle: The specific sprint the creative belongs to.
• Launch Date: The date each Concept or Batch was launched.
• Status: The current workflow stage.
• Delivery Status: The platform status.
• Connected Ads: The # of ads that are connected to each Concept or Batch.

Performance Metrics

• Spend: Total budget consumed.
• CPA (Cost Per Acquisition): Spend / Number of Purchases.
• Purchases: Total count of conversion events.
• ROAS (Return on Ad Spend): The efficiency multiplier. Formula: Purchase Value / Spend.
• Purchase Value: Total revenue generated.
• AOV (Average Order Value): Purchase Value / Number of Purchases.
• CVR (Conversion Rate): The % of link clicks that resulted in a purchase. Formula: Purchases / Link Clicks.

Messaging Variables

• Messaging Variables: (Offer, Persona, Core Emotion, Problem, Sophistication, Awareness, Trigger Event).

Format Variables

• Media Format: Video or Static.
• Ad Format: The specific format description the Batch is described with by the user or our system.

Team Members

• Creative Strategist / Editor / Media Buyer: The specific team members responsible for the Batch.

Creative Consumption Metrics

• Avg Video Watch Time: The average duration a user watches the video.
• First Frame Retention: The % of people who stay past the very first frame (0-1 second).
• Hook Rate: The % of Impressions that turned into 3-Second Views. Formula: 3-Second Video Plays / Impressions.
• Hold Rate (25% / 50% / 75% / 95%): The % of people who started watching and made it to this specific milestone.
• “See More” Rate: (Static Only) The % of users who clicked to expand the truncated primary text caption. Note: this metric is directional at best and not by any means 100% accurate.

Click Metrics

• CTR (All): Clicks on any part of the ad (profile picture, comment section, “see more”).
• CTR (Link): Clicks specifically on the link/CTA button.
• CTR (Outbound): Clicks that successfully take the user off the platform (Meta) and land them on your site.

Reach & Cost Metrics

These metrics measure the environment and the cost of doing business.

• CPM (Cost Per Mille): The cost for 1,000 impressions. This measures how expensive the audience is or how much the platform “likes” your creative.
• Frequency: The average number of times a unique person has seen your ad.
• CPMAR: The cost to reach 1,000 unique people who haven’t seen the ad before. This is a directional metric for the cost of net new people reach. Used as a directional indicator for how ‘cold’ is your ad.

The Analysis Toolkit

These are the tools that allow you to manipulate the data to quickly find the insights you’re looking for from the analytics:

1. Filters

   Definition: Rules used to narrow down the dataset.

   Why use them: To isolate specific scenarios.

   • Example: “Show me only [Video Ads] for [Persona A] that have spent over [$500].”

2. Grouping

   Definition: Organizing data by specific common attributes to spot trends.

   Why use them: To form educated assumptions about what is working.

   • Example: “Group by Core Emotion.” (Result: You might see that Fear has a 2x higher ROAS than Status across all creatives). This turns raw data into Strategy.

3. Views

   Definition: A saved configuration of specific Filters, Groups, and Column arrangements.

   Why use them: To save time on repetitive analysis tasks. Instead of rebuilding your table every time, you load the specific view for the specific function you need.