Creative Brief — SLO Batch 003 (New-Era Production Test)

Date: June 7, 2026 For: Sloane (copy/hook/script) + Wren (visual/motion) From: Cade (Media Buyer) Build deadline: End of day June 7 — these launch in a NEW campaign tomorrow, June 8 Product: 52 Claude Skills for Independent Consultants — $7 front-end SLO Page: existing cold-traffic sales page → https://52aiskills.com (converts ~20% page→purchase; not the blocker) Board: SLO Creative Pivot — Batch 003

Why this brief exists (read first)

We've been testing the wrong axis. Our four live ads are all the same production style — a static graphic — with different hook text. The current Meta playbook calls that "testing small iterations," and it's stopped working for us. The SLO proved the funnel converts; the creative has gone stale.

The pivot: test genuinely different production styles, not more hook variations. The strongest of those — a real screen-recording and a talking-head — need Kathryn on camera and are queued for next week. This batch is the two concepts we can build today, with zero Kathryn involvement, so we keep the weekly rhythm moving now.

This is a new, isolated CBO test campaign. The live $30/day campaign is untouched. This one runs on its own ~$15–20/day budget so the new creative gets guaranteed delivery instead of being starved by the incumbent.

Constraints (non-negotiable)

• Zero Kathryn involvement. No screen recording, no camera, no button-pushing on her end. Sloane, Wren, and Cade build this start to finish.
• Native to the feed, not polished. Audience = independent consultants/advisors, 30–65. They scroll past obvious ads. What stops them looks like a peer posted it.
• Sound-off by default. Most feed views are muted — captions/text baked in, never reliant on audio.
• It cannot embarrass Kathryn. Credible, calm authority. No hype, no gimmick, no fear-bait.

The two concepts

Concept 1 — Animated Mock-Demo (MOTION) — primary

What it is: A short motion graphic that recreates the product working — "download a skill → drop it into Claude → a finished deliverable appears" — WITHOUT a real screen recording. Built entirely in motion-design tools. This is the closest thing to "show the magic" we can produce without Kathryn, and it de-risks next week's real screen-rec.

The 3-beat flow (≈10–15 sec):

1. Beat 1 (0–3s): A single skill file (e.g. client-session-recap.md) slides/drops into a clean Claude-style input. On-screen line: "One file."
2. Beat 2 (3–7s): A subtle "working" motion (typing/streaming lines building), 1–2 seconds. On-screen line: "Upload it to Claude."
3. Beat 3 (7–13s): A finished, professional deliverable resolves on screen (use the sample SOP/recap below — readable, real-looking). On-screen line: "Get this back in under a minute." End card: product name + $7 + soft gold CTA cue.

Feel: Crisp, confident, a little satisfying to watch. The "reveal" of the finished document is the payoff — let it land. Recreated UI, not a real screenshot, so keep it generic enough to avoid implying a specific Claude UI we don't control.

Format/length: 10–15 sec, MP4 (H.264), designed for sound-off (captions baked). Loop-friendly if easy.

Concept 2 — Deliverable-as-Hero (STATIC) — contrast

What it is: A real, finished Claude output as the entire visual — leading with the output, not a product mockup. The proof IS the artifact. This is genuinely different from our old product-shots (which showed the thing you buy, not the thing it makes).

Visual: The sample deliverable below, styled as a clean document on a Deep Teal field with a gold accent rule. Overlaid headline (Fraunces): "Claude built this from one $7 file." Small caption: 52 Claude skills. Download one. Upload it. Use the output today.

Feel: Like a screenshot of real work, not a designed ad. High contrast, generous whitespace, the document readable enough to be believable but not so dense it's a wall of text.

Sample deliverable (use for BOTH concepts — Cade-provided, real-looking)

Use this as the "finished output" that resolves in Concept 1 and is the hero of Concept 2. It's a new-client onboarding SOP excerpt — recognizable, high-value, the kind of thing a consultant rebuilds constantly:

NEW CLIENT ONBOARDING — STANDARD OPERATING PROCEDURE

Purpose: Move a signed client from contract to first working session
with zero dropped handoffs.

1. Within 24 hrs of signature
   - Send welcome email + signed agreement copy
   - Create client folder from template
   - Add key dates to shared calendar

2. Within 3 business days
   - Schedule kickoff (60 min)
   - Send intake form + document request list
   - Assign internal point of contact

3. Before kickoff
   - Review intake responses, flag gaps
   - Draft session agenda from template
   - Confirm access to required systems

Owner: [Practice lead]   |   Review cadence: Quarterly

(If Wren wants a second artifact option for an A/B within Concept 2, a client session recap also works — Cade will supply on request.)

Hook bank — KATHRYN PICKS (Sloane refines the winner)

Per Kathryn: leave options, she chooses. Sloane, draft these tight, then she selects. Spread of angles:

Demo-paired (Concept 1):

1. "One file. One upload. A finished SOP in under a minute." — literal, lets the demo prove it
2. "This is what AI that actually does the work looks like." — category callout
3. "Stop prompting. Watch a skill do the job." — direct challenge

Deliverable-paired (Concept 2):

1. "Claude built this from one $7 file." — proof-first
2. "You rebuild this every week. Claude does it from one file." — pattern callout (our core angle)
3. "40 seconds. One skill. A document you'd normally write by hand." — time math

Voice + copy rules

• Use: deploy, build, skill, system, output, download, upload, finished. Avoid: leverage, synergy, coaching, mindset, journey, game-changer, crush it.
• Numerals (write "40 seconds," "$7," "52"), not spelled-out numbers.
• Direct, specific, grounded. No exclamation hype. The product over-delivers — let the proof carry it.

Brand specs — Practice Builders / CYP (CORRECTED)

The prior SLO brief's "Brand Specs" table listed charcoal #1a1a1a + Cormorant Garamond + Inter. That was the AOS brand and it's wrong for this product. The 52 Skills is a Practice Builders offer. Use these.

Accessibility: gold #b79d64 text on cream fails contrast — on light backgrounds use #6b5d3e or slate #334155 for body text. Gold stays for accents/rules only.

Logo: not required — keep it native.

Sizing & delivery

• Concept 1 (video): deliver feed (1:1 or 4:5) + vertical (9:16). Keep text inside Reels safe zones (clear of top/bottom UI). MP4, H.264.
• Concept 2 (static): PNG, both sizes.
• Naming: b003-mockdemo-[feed|vertical].mp4, b003-deliverable-hero-[feed|stories].png
• Output location: campaigns/claude-skills-for-consultants-lto/ads/batch-003/

Parallel task (Sloane, separate from this batch)

Build a matched sales page whose hero pays off one specific hook (the message-match experiment Kathryn greenlit). This does NOT block tomorrow's launch — Batch 003 points at the existing page. The matched page becomes its own test once ready.

QC before Kathryn sees anything

Per team rules: recipient-first read → pride gate → copy through business-aos/reference/brand/copy-qc.md → linkedin-sentence-editor.md for any copy. Report specifically what was checked and found. Then Kathryn picks the hook / does a quick review before Cade launches.

Summary