> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mad-kitty.dev/llms.txt
> Use this file to discover all available pages before exploring further.
# Crea — Ad Creator
> Statics, video, copy, and localization — the cat that makes the ads
Crea is your universal ad creator — designer, video editor, and copywriter in one cat, able to produce whatever format an idea calls for.
It's not a one-trick generator. Crea *thinks*: it writes scripts from a brief, expands a half-formed idea into a real concept, studies references you hand it, and reasons about who the ad is for before it makes a single frame. Its job is the *how* — turning an idea into finished, publishable ads in every size and language you need.
## What it does
* **Writes and produces video ads** — script, footage, voiceover, music, and editing. [Jump ↓](#video-ads)
* **Designs static ads** — image ads in every placement size. [Jump ↓](#static-ads)
* **Writes the copy set** — the primary texts, headlines, and CTA that Meta (and other channels) show alongside the creative when the ad is published.
* **Localizes** — native-reading variants for every language you sell in.
* **Works from your brand** — logo, fonts, product shots, footage you upload. [Jump ↓](#brand-assets)
## How you brief it
There's no rigid form. A creative can start from **a one-line idea**, **a full brief**, or **a handoff from [Roy](/team/roy)** — and you can attach references to any of them. Crea fills in the rest.
A rough idea, expanded into a full script:
> **You:** UGC-style video — someone realizes there's spyware on their phone and panics. Keep it real, not scripted-looking.
>
> **Crea:** writes the full script — a scroll-stopping hook, the discovery moment, the emotional beat, and a CTA to scan your phone — then proposes **three different hooks** to find which opening grabs attention, and produces all three.
A concept handed over by Roy:
> **Brief from Roy:** *Science Hook × Mom POV.* Audience: screen-time-worried moms (problem-aware). Angle: kids learn more from hands-on science than from a tablet. Hypothesis: opening on a credible science stat stops the scroll.
>
> **Crea:** turns the brief into a shot-by-shot script with voiceover, keeps the science stat as the lead hook, writes two alternative hooks for the same body, and renders a 9×16 montage.
A reference you want to riff on:
> **You:** *\[uploads a competitor video]* I like the pacing of this one. Make our version, for our product.
>
> **Crea:** breaks down the reference's structure and rebuilds it around your product and brand — same rhythm, your story.
The more you give it — context, a reference, a strong opinion — the closer the first draft lands. But a single sentence is a perfectly valid place to start. See [Working with the Kitties](/concepts/working-with-kitties).
### Two ways to work: all at once, or step by step
You can hand Crea the whole thing in one go — a "hail mary" brief — and let it produce a complete first draft. Or you can build it up **step by step**, shaping the script, then the footage, then the audio, one decision at a time. Both work; pick by the situation:
* **Hail mary** — best when you're on **familiar ground**: a proven format, a concept you've run before, or a brief you trust. Let it run and react to the result.
* **Step by step** — best when it's **brand new territory**, or when you have a **very specific vision** in mind. Staying in the loop at each step keeps the draft on your rails instead of guessing the whole thing at once.
## Video ads
Video is where Crea does its deepest thinking — writing the script, choosing the format, and structuring the edit.
### Anatomy of a video ad
Almost every performing video ad has the same three-part spine, and Crea builds to it:
The scroll-stopper, and the single most important part of the ad. A bold stat, a question, a relatable moment, a striking visual — anything that earns the next second of attention.
Where the ad does its work: the story, demo, testimonial, or montage that builds desire and makes the case.
The product shot, the offer, and a clear action to take.
### The rule of three
The hook is the highest-leverage variable in a video ad — the same body can win or die on its first two seconds. So Crea usually produces **three variations of a concept, each with a different hook**, keeping the body and close constant. You launch all three and let the data show which opening wins, instead of betting everything on one guess.
Which hooks it writes isn't random — it reasons from who the ad is for and how aware they already are of the problem. That's the execution layer of [Audiences & Angles](/concepts/audiences-and-angles).
### Every format, not one look
Crea knows the **proven ad formats** cold — UGC, voiceover montages, motion graphics, cinematic, screen demos — and reaches for the one that fits the concept, or makes the one you ask for. But it isn't limited to a fixed menu: describe a format by its **spec** — the structure, pacing, and feel you want — and it will **mix and match** elements into something custom. The named formats below are starting points, not a ceiling.
UGC, voiceover + b-roll, animated text stories, motion graphics, cinematic, screen recordings, street interviews, crafted worlds like crochet or papercraft stop-motion — and you can **bring your own footage**: drop raw clips or product shots into the chat and Crea edits them straight into the ad.
### Voiceover and music
Crea produces the whole soundtrack, not just the visuals. It generates **voiceover** in a wide range of voices and **background music** matched to the ad's mood. Don't like the read? Ask for a different voice — warmer, younger, a specific gender or accent — a different delivery, or new music, and it swaps just that. You can also bring your own: upload a voice recording or a track and it mixes it in.
### Change one piece, not the whole ad
Crea generates AI footage — but it also *edits* on a real timeline, so you can revise any single part without re-rolling the entire video. Swap just the hook, replace one clip, fix a caption, change the music, re-time a cut — and everything else stays exactly as it was.
That's a real difference from tools that regenerate the whole thing from a prompt every time: here, a good ad that needs one fix gets the fix, not a fresh roll of the dice.
> **You:** love it — but replace the second clip with our actual product screen, and slow the first cut down a touch.
>
> **Crea:** swaps that one clip and re-times the opening; the hook, voiceover, and everything after stay untouched.
## Static ads
Statics follow the same test-everything instinct, with a twist: since there's no hook to swap, the variable is the **visual and the layout**. Crea produces several takes on the same idea — a checklist, a data visualization, a lifestyle shot — so you can see which framing lands the message best.
It's deliberately flexible: data visualizations, symptom checklists, before/after sets, lifestyle flat-lays, hero shots, text-only cards, activity grids — whatever gets the idea across.
And it doesn't have to invent every pixel. Hand it **your own photos, product shots, or logo** and Crea will use them as-is or edit them into the design — drop out a background, place your product into a scene, build a grid around your images. The craft-and-lifestyle examples below are built exactly this way: real product photography, composed and finished by Crea.
Every static is produced in all required aspect ratios — 1:1, 3:4, 4:5, and 9:16 — so every Meta placement is covered.
## Brand assets
Crea is only as on-brand as what you give it. The **brand assets** area is where you feed the team raw material — and everything you upload becomes usable in production:
* **Logos and fonts** — so ads carry your identity, not a generic look.
* **Product photos and screenshots** — the real thing, in the ad.
* **Screen recordings and raw footage** — demos, b-roll, anything you've shot.
* **Reference ads** — winners you want the team to learn from.
* **Anything else** — brand guidelines, packaging shots, mascot art.
Upload during [`/setup`](/team/roy) or any time — in the brand assets area, or by dropping files straight into a chat. The more real material Crea has, the less generic the output. See [Memory](/concepts/memory) for how each kind of knowledge is used across the team.
📷 *Screenshot placeholder — brand assets area.*
## Localization
`/localize` produces variants for every language in your project — not just translated text, but copy that reads native. Each language gets its own launch lifecycle, so you can ship English today and German once it's reviewed.
Nail the primary language first, then `/localize`. Localizing a draft means re-localizing every later revision.
## Publishing & variations
`/publish` finalizes the work: it uploads every asset in every size and registers a **variation** — a numbered, versioned snapshot of the creative. Published work lands on the kanban as ready for your review.
Once a variation is launched it **freezes** — it can't be edited, and changes create the next variation instead. Your live ads never mutate under you, and every test stays comparable.
## Reusable formats — `/save_format`
When you land on a format that works — a montage structure, a UGC style, a particular hook-and-pacing — you don't want to rebuild it from scratch next time. `/save_format` captures it as a reusable **recipe** the whole project can follow.
Run it in a creative's chat after you've produced or iterated on it, and Crea reviews the entire conversation and writes down exactly how the format was made:
* **The structure and timing** — how long the hook runs, how the body is paced, where the packshot lands.
* **The real scripts and prompts** — the actual wording it used to generate footage, voiceover, and music, not a vague summary.
* **The production steps** — the order it built things in and the settings that worked.
* **The copy conventions** — headline and caption patterns for the format.
* **What went wrong** — the mistakes and course-corrections, so they're not repeated.
It shows you the draft before saving, so you stay in control of what gets immortalized. Run it again on the same format later and it updates the recipe instead of duplicating it.
Once saved, the recipe becomes part of the project's shared knowledge:
* **Every future creative in the project can see it** — Crea follows the proven workflow instead of reinventing it, so the tenth montage is faster and more consistent than the first.
* **Tag a new creative with that format** and it links straight to the recipe.
`/save_format` is **manual and not gated on performance** — you decide which formats are worth keeping, winner or not. It captures *how to build* a format; which formats actually *perform* is a separate question answered by `/analyze` and your [performance data](/concepts/marketing-loop#phase-4--learn-automatic). See also [Memory → Formats](/concepts/memory#formats).
## The kanban
The creative board is your production dashboard. Columns, left to right:
| Column | Meaning |
| ------------------- | ---------------------------------------------------------- |
| **Provisioning** | Workspace being set up — Crea is moving in |
| **Draft** | Exists, nothing pending on either side |
| **In progress** | Crea is actively working right now |
| **Needs review** | The cat finished something and is waiting on you |
| **Ready to launch** | Published and reviewed — visible to [Bidder](/team/bidder) |
| **Launched** | Live on Meta |
A card sits in **Needs review** whenever Crea had the last word in your conversation — it's the "your move" column. Once ads are live, cards also carry [performance tier](/metrics-glossary#performance-tiers) badges.
## Commands
| Command | What it does |
| -------------- | ---------------------------------------------------- |
| `/statics` | Generate static ads in all aspect ratios |
| `/publish` | Finalize and publish the current work as a variation |
| `/localize` | Produce variants for all project languages |
| `/analyze` | Review this creative's live performance |
| `/save_format` | Save this creative's recipe as a reusable format |
## Good to know
* **Steer, don't restart.** *"Keep the layout, swap the headline for the pain-point angle"* preserves what already works. See [Working with the Kitties](/concepts/working-with-kitties).
* **Launched variations freeze.** Changes create a new variation, so your live ads never change under you.
## Hands off to
**[Bidder](/team/bidder)** — via the **Ready to launch** column. Crea never launches anything itself.