Motion

Analyze Ad

Deep-dive analysis of a specific creative asset. Use when the user asks about a specific ad by name, ID, or URL — "analyze this ad", "why is this working?", "why is this not working?", "break down this creative", "[pastes ad name]", "look at this ad", "what's the angle in this ad?", "compare to account averages", or references a specific creative by name or identifier. Handles creative lookup, disambiguation when multiple matches exist, entity hierarchy mapping (creative → ads → adsets → campaigns), and metric-appropriate analysis. This is the most common interaction pattern — users often analyze multiple ads in sequence. Always use this skill, not creative-strategist, when the user references a specific creative.

audience-research

Define audiences from tensions, mine customer reviews for real language, or analyze competitive creative for strategic signals. Covers tension-based audience mapping, 5-bucket review extraction, and competitive inspo research.

build-brief

Produce a structured creative brief for an ad concept — ready to hand to a designer or creative team. Takes a concept description or builds from performance data.

concept-engine

Advanced concept generation from unstructured input — brainstorm notes, meeting transcripts, competitor observations, or a blank-slate strategic exploration. Maps ideas through the Creative Strategy Engine framework (pain x persona x awareness stage) and grounds every concept in Motion performance data. Use when the user has raw input or wants deep strategic mapping. For quick "give me 3 concepts" requests without raw material, use create-concepts instead.

create-concepts

Generate 2-5 data-driven creative concepts quickly from performance data and competitive signals. Use for straightforward "give me concept ideas", "what should we make", "what should we test next", or "ad ideas" requests. For raw brainstorm input, meeting notes, or deep strategic mapping, use concept-engine instead.

Creative Strategist

Core creative strategy reasoning methodology for the motion-creative plugin. This is a reference skill — it defines how to think about performance, competitive intelligence, and concept generation. Other skills read this for methodology. Only invoke directly when the user asks about the creative strategy framework itself or when no action skill matches. For specific tasks, route to: analyze-ad, performance-analysis, create-concepts, build-brief, write-hooks, find-iterations, industry-trends, qa-feedback, weekly-performance, etc.

customize

Set up motion-creative for your brand — configure KPIs, brand guidelines, competitors, production constraints, and brief preferences. Run this before using other commands for the best results. Use when: customize creative plugin, set up creative analysis, configure brand, update brand guidelines, change KPI, update competitors.

find-iterations

Identify top performers and fatiguing creatives, then suggest specific iterations — new hooks, format variations, audience pivots, and refreshes. Produces structured iteration cards ready for briefing. Activate when users ask to "find iterations", "what should we iterate on", "refresh ideas", "creative refresh", "what's fatiguing", "extend our winners", "what to test next", or need iteration opportunities from existing creative performance.

industry-trends

Analyze competitor ad libraries — surface creative trends, formats, hooks, and messaging strategies across the industry.

morning-briefing

Daily creative delta briefing — what changed overnight in performance and competitor activity. Designed for team standup. Shows big things the team should know about.

performance-analysis

Analyze creative performance — what's working, what's scaling, what's dying. Multi-metric analysis with demographic breakdown and actionable recommendations.

qa-feedback

Review a creative asset against brand guidelines, performance patterns, concept standards, and strategic framework. Provides structured, actionable feedback with a scorecard. Activate when users ask to "review this ad", "QA this creative", "give feedback on", "review this asset", "check this against brand guidelines", "creative review", "is this ready to launch", or share a creative for review.