campaign-dna

Campaign DNA

Campaign DNA defines the visual genome for multi-asset commercial campaigns. It establishes unbreakable family resemblance across disparate formats and channels (social, digital OOH, print, performance ads) while introducing deliberate creative variation across individual assets.

---

1. Core Workflow

1. Campaign Genome Definition:
   • Primary Palette DNA: Core 2-3 colors that appear consistently in every asset.
   • Lighting Signature: Consistent light direction, contrast ratio, and color temperature across all campaign shots.
   • Material & Texture DNA: Common tactile finish (e.g. brushed metal, organic matte paper, high-gloss glass).
   • Typographic Anchor: Shared font pairing, tracking rules, and badge placement.

1. Deliberate Variation Matrix:

   • Never copy-paste the exact same layout across 5 assets.
   • Vary intentional dimensions while holding the genome locked:
     • Asset 1 (Hero / Brand): Macro product hero shot with dynamic dramatic lighting.
     • Asset 2 (Context / Lifestyle): Environmental wide shot showing product in real use.
     • Asset 3 (Detail / Feature): Close-up crop emphasizing tactile craft and engineering.
     • Asset 4 (Story / Conversion 9:16): Vertical composition with clear CTA zone.

2. Multi-Format Responsive Adaptation:

   • 1:1 Square (Feed): Centered or Rule-of-Thirds balance with equal margin breathing room.
   • 4:5 Portrait (Instagram Feed): Extended vertical hierarchy with upper headline and lower CTA.
   • 9:16 Vertical (Stories / TikTok): Top 15% and bottom 20% safe zone clearance for UI overlays.
   • 16:9 Landscape (YouTube / Desktop / DOOH): Dynamic horizontal eye path with distinct left/right narrative balance.

3. Output Contract:

   • Return structured campaign_state and VisualDNA JSON inside DesignSignalPacket.

---

2. Cross-Skill Neural Connections & References

Peer & Downstream Skills

• Creative Strategy — Campaign objectives, message hierarchy & audience
• Visual Storytelling — Multi-frame narrative arc continuity
• Composition Director — Aspect ratio adaptations and safe zones
• Brand Intelligence — Brand guidelines and multi-asset consistency
• Prompt Compiler — Batch prompt generation with shared visual DNA
• Designly Director — Multi-asset campaign orchestration

Schemas & References

• Visual DNA Schema — Local DNA schema
• Campaign Visual DNA — Continuity guide
• Platform and Format Guide — Safe zones & aspect ratios
• Signal Packet Schema — Neural Mesh handoff