For Pencil to work well, you need to provide high quality inputs. The better the quality of your inputs, the better the ads you can generate. If you don't provide high quality inputs, or enough inputs, ads you generate may be poor.

MINIMUM required inputs for a brief are:

  1. A Brand Kit of 1 dark logo file, 1 light logo file, 1 font file and 3 color hex codes

  2. Creative Assets of 1 minute of video and 1 product pack shot image or 1 product lifestyle image. Assets must NOT contain graphics or supers/text.

  3. Messaging of 1 brand description

IDEAL required inputs for a brief are (although more is always better):

  1. A Brand Kit of 1 dark logo file, 1 light logo file, 2 font files and 6 color hex codes

  2. Creative Assets of 3 minutes of video and 3 product pack shots and 3 product lifestyle images. Assets must NOT contain graphics or supers/text.

  3. Messaging of 1 brand description and 1 CTA and 1 offer and 3 headlines

A Brand Kit

A brand kit contains the essence of your brand's look and feel. You must provide a brand kit before you can generate any ads using Pencil. A brand kit contains:

  1. Logo files in .png with a transparent background. You must upload a dark logo (to be used on light backgrounds) and a light logo (to be used on dark backgrounds).

  2. Font files in .ttf or .otf format. You must upload one primary font, which should be a bold font face for maximum legibility. You can upload multiple secondary fonts as well.

  3. Colors as hex codes. You can add up to 10 colors as well as specify how these colors should be used for your brand. Black and white will always be used for text, but if you explicitly add them they'll be used in your generated ad visuals as well.

Creative Assets

Creative Assets are the fundamental raw materials used to generate your ads. In general you should try to provide as many high quality creative assets as you can in every brief. This way, the AI has more to work with and can generate the best and most diverse ads. There are 2 types of creative asset you can provide:

  1. Video files in .mp4 format. Each video file must be at least 4 seconds long and no more than 10 minutes long. Video files must be no more than 1080p, 30fps. They must also not contain text/supers or graphics overlaid on the video as they cannot be removed and will conflict with other text the AI adds, and may get cropped off when you generate different formats. Both high-production value brand films and smartphone-shot user-generated content are acceptable.

  2. Image files in .jpg or .png formats. These should not be larger than 2000px. Images should always contain products, either "pack shots" (product-on-white-background) or "full-bleed photography" (product with a lifestyle background).

Messaging

Messaging includes the key information you want to get across in your ads. There are three types of messaging you can provide:

  1. Brand descriptions. You must provide a brand description that describes what your brand and products are, what their benefits are and what the personality/tone of your brand is. This is typically the 2-3 sentences used in the meta-description of the website for the brand.

  2. Headlines. You can optionally provide headlines to be used directly in your generated ads. These can be slogans, propositions, benefits, USPs, descriptions of the product, ingredients or any other key messaging. They will also be used to generate further headlines for your ads automatically.

  3. Offers. You can optionally provide offers to be used in your generated ads. These are typically very simple and direct such as "10% off" or "Free Shipping" etc.

  4. Calls-to-Action (CTAs). You can optionally provide specific CTAs to be used in your generated ads. These are typically very simple and direct such as "shop now", "click here", "find out more" etc.

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