Drafts written against a brief, not a prompt box.
Generation runs from the creative brief, so every draft inherits its concept, its cleared assets and its constraints. Output is shaped per destination: Google headlines and descriptions inside character limits, Meta image and video briefs, Reels variants, TikTok scripts, LinkedIn copy, landing-page briefs, and the ratios and message emphasis each placement expects. Drafts are written into the graph as variants under their parent concept before they go anywhere. Creative generation is one capability inside the coordination system, not the point of it.
Format is a constraint, not a crop
The brief names its placements, and each draft is written to that placement's ratio, length and opening beat. A 9:16 variant is written as a vertical piece with its own first three seconds, rather than the square cut letterboxed and re-uploaded.
Every draft is born with an identity
New copy, cuts and scripts enter the creative graph as variants with a parent concept and a message. The first time one runs it already sits inside a history, so it can be read against its siblings instead of judged alone.
Publishing is a bounded action
Uploading or enabling creative goes through the action service under the Campaign Constitution: approval rules, protected campaigns, per-day movement limits, an evidence record and a reversal path. Once a variant is live, Google, Meta, TikTok, LinkedIn and Microsoft decide which of the approved pieces to serve in their own auctions; Realvertising decides what gets made and what stays eligible.
In this capability
- Brief-constrained drafts
- Per-placement formats
- Variant auto-registration
- Approval-gated publishing
Creative Intelligence
The rest of Creative Intelligence
Creative Graph
Ten node types and the edges between them, so every variant knows which concept it came from and where it ran.
Message Concepts
Learning at the idea level: which claim holds with which buyer, kept separate from the file that carried it.
Asset Library
Approved assets arrive from your brand asset system with ownership, licence status and usage limits still attached.
Creative Fatigue
Five signals read together: post-click conversion, frequency, CTR, CPM at stable audience, outcomes at stable delivery.
Creative Briefs
Messaging from your content platform, cleared assets and the recorded performance, assembled before anything is written.
One goal. Every channel. Real business truth.
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