Creative Briefs

When you ask the Studio agent to create a campaign with multiple images or videos, it presents a Creative Brief on your canvas. The brief is your control panel — review, edit, and fine-tune every deliverable before a single image is generated.

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How it works

1. Describe your campaign in the Studio chat. Mention a brand kit if you want brand assets available.
2. The agent creates a brief with an overview, product context, tone & style, constraints, and individual deliverables.
3. Review and edit on the canvas — the brief opens in a rich text editor where you can modify any section.
4. Adjust per-deliverable settings — each image or video has its own aspect ratio, quality, and references.
5. Click Generate — each deliverable is generated with its exact settings. No global overrides.

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Per-deliverable settings

Each deliverable has its own settings row:

• Aspect ratio — pick from available ratios. Video supports 16:9, 9:16, and 1:1.
• Quality (images) — 1K (fast), 2K (high quality), or 4K (highest quality).
• Duration (videos) — 3s, 5s, 8s, 10s, or 15s.
• Advanced — pin a specific image or video model for this deliverable only, overriding your workspace default. Useful when one image needs a different provider than the rest of the brief.
• Delete — remove a deliverable with the X button. The matching text section is also removed from the editor.

These settings are enforced server-side. Regardless of how the agent interprets your brief, the aspect ratio, quality, duration, model, and references you set are exactly what gets produced.

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Inline asset references

Type @ inside a specific deliverable’s text to mention a brand asset. That asset becomes a visual reference for that specific image only:

• Tag @Cookies 'n Cream Tub in Image 1’s direction — only Image 1 gets the tub as a reference
• Tag @Logo in Image 2’s direction — only Image 2 gets the logo
• An image with no @tags falls back to its originally assigned references

Precise control over which brand assets influence each generation.

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Adding references

Click + Add in the Elements section to open the reference picker:

• This Kit — assets from the brand kit you @mentioned in chat
• Browse Kits — browse all your workspace’s brand kits and add any asset
• URL — paste any image URL as a style reference

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Mixed campaigns

A single brief can contain both image and video deliverables. When you generate:

• Image deliverables use their individual aspect ratio, quality, and references
• Video deliverables use their duration, aspect ratio, and creative direction describing motion, camera, and action

The footer shows a breakdown like “3 images, 1 video” so you always know what will be generated.

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Editing the brief

Click Expand on any brief (or the brief card on your canvas) to open the full-screen editor. The layout is a two-column modal — same shell as the skill editor:

• Left column — the workflow. A rich-text editor with shared sections (Overview, Product, Tone & Style, Constraints) at the top, followed by one section per deliverable. Click anywhere to start editing. Type @ to mention and tag a brand asset — the mention becomes a styled chip with a thumbnail. A mention inside a specific deliverable’s section scopes that asset to that deliverable’s generation only.
• Right sidebar — the settings.
  • Attached — the full set of reference chips the brief uses. Click + Add to attach more from your kits or paste a URL.
  • Deliverables — one compact row per image or video, with aspect ratio, quality or duration, and an Advanced toggle for a per-deliverable model pin.
  • Generation mode — the sequential/independent toggle (see below).

After confirming a brief, click Edit to re-open it and make changes before generating. Changes are saved on close.

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Sequential vs Independent — the continuity toggle

Every creative brief includes a checkbox at the bottom: “Each image builds on the previous.” This one control decides how Memo generates your deliverables.

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Independent (default for campaigns)

Checkbox off. Each deliverable is generated in parallel, independently, from the brief’s shared Tone & Style anchor. Fast, varied, perfect for ad campaigns where you want 3-6 different takes on the same product.

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Sequential (default for storyboards and narratives)

Checkbox on. Each deliverable is generated in order, and every new scene sees the prior scenes as visual references. Characters, product design, lighting, and style carry forward. The result is a coherent narrative sequence — a storyboard, an explainer, a multi-frame ad where each shot progresses from the last. Behind the scenes: scene N is generated with your original reference (uploaded product photo, canvas selection, or asset) plus the outputs of scenes 0 through N-1, up to 5 total reference images. The product stays on model, the character stays consistent, the story evolves.

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How Memo picks the default

When you ask for a storyboard, scene sequence, narrative, journey, or similar — the brief opens with the toggle already checked. When you ask for a campaign, ad set, or 3 variations — the toggle opens unchecked. You can flip either before clicking Generate.

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When to use each

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Tips for sequential briefs

• Upload the product or character as a reference before you confirm the brief. Memo preserves that reference across every scene, so your anchor stays sharp even as the chain grows.
• Describe each scene in its own deliverable using the structured deliverable cards — scene title, creative direction, aspect ratio. Scene 1 → Deliverable 1, Scene 2 → Deliverable 2, and so on.
• Keep the Tone & Style section focused on the visual through-line (rendering, lighting, grading, lens feel). It’s the thread that ties every scene together.
• Aspect ratio is typically uniform across a sequence. Unlike parallel campaigns where each deliverable might need its own ratio (feed square, story vertical, YouTube landscape), a storyboard tends to read best at one consistent ratio.