JajaAI Creative Specialist
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HOW I WORK

From brief to
finished campaign.

I run every project the way brand teams run campaigns: a clear brief, a direction everyone can see, a key visual, then every placement it needs. AI tools speed up the making. The audience, the message, the look and what ships are my decisions.

Built for Campaign imagery · Static ads · AI video

THE PROCESS

Five steps, every project.

Each note is a real moment from the case studies.

  1. 01

    Positioning & brief

    I start with positioning, then the audience: personas, their problems and what they want. The brief turns that into one message for one moment.

    ToolsPositioning notes · personas · brief template

    From the workSUNSHIFT: active young adults, a weekday lunch and one headline, “Craving a soda?”

  2. 02

    Research & direction

    I study brand websites and Facebook Ad Library, then set a moodboard and palette that every image has to match.

    ToolsFacebook Ad Library · brand sites · moodboards

    From the workCoke Zero: I built the direction from my own reference moodboard, chosen over three AI-generated alternatives.

  3. 03

    Create

    I pick a format from my 20-format library to fit the angle, art-direct the key visual, then extend it to product shots, lifestyle, static ads and social, and finish the details by hand.

    ToolsChatGPT images · Nano Banana · Google Flow · Canva · Photoshop

    From the workSUNSHIFT: one lunch ad grew into a nine-image campaign and 20 static ads.

  4. 04

    Review & revise

    Every piece is checked against the brief. My assistant does a first pass so I spend my time on the creative decisions, not typos.

    ToolsStudio first-pass review · my final check

    From the workSee the quality loop below ↓

  5. 05

    Deliver & learn

    Final files, versions and prompts are organized for handoff, and feedback becomes a rule for the next project.

    ToolsVersioned files · saved prompts

    From the workOff camera: “too much text” became a rule. Every version after kept the copy short.

Feedback from every project goes back into the next brief.

THE SAME PROCESS, APPLIED

What it looks like
for each kind of work.

The five steps stay the same. What happens inside them depends on the job.

Every ad starts with psychology, not visuals. Desire, awareness and market sophistication decide the words before anything is designed.

Strategy · every ad

  1. 01
    Positioning

    Where the product sits against the alternatives its buyers already know.

  2. 02
    Audience & personas

    Who buys, split into personas, and the problems each one lives with.

  3. 03
    Creative brief

    For the persona I test first: their core desire, their problem, their stage of awareness, the market’s sophistication, the angle, and a hypothesis to prove or disprove.

  4. 04
    Ad type, hook & headline

    The ad type, format, size and variations, then a hook pattern and a headline type that match where the persona is.

Then, a static ad

  1. 05
    Design

    Build the ad from the format, the headline and the visual.

  2. 06
    Caption

    Write the caption in the persona’s own words.

  3. 07
    Variations & sizes

    New hooks and visuals for testing, exported for each placement.

See the static ads →

Or, a video ad

  1. 05
    Script

    Write the script from the hook, or work from the client’s script and editor’s notes.

  2. 06
    Produce

    AI footage, the edit, captions and sound.

  3. 07
    Variations

    Alternate hooks and openings to test.

See the video ads →

I plan every ad in Eureka, my creative idea engine. See a real plan ↓

Frameworks: stages of awareness and market sophistication from Eugene Schwartz’s Breakthrough Advertising, applied to every brief.

Art direction for a whole campaign: one world, then every placement it needs.

  1. 01
    Brief

    Positioning, audience and one message.

  2. 02
    Moodboard

    One look the whole campaign has to match.

  3. 03
    Key visual

    The image everything else returns to.

  4. 04
    Rollout

    Product, lifestyle, static ads and social from the same world.

  5. 05
    Review

    Every piece checked against the brief and the set.

See it on the SUNSHIFT board →

Creator-style content made stills-first: the image is right before anything moves.

  1. 01
    The look

    The outfit or product, the creator and the setting.

  2. 02
    Stills first

    AI images of the creator wearing or using the product.

  3. 03
    Check

    Face consistency, hands and phone, fabric and fit.

  4. 04
    Animate

    The approved stills become short videos.

  5. 05
    Edit for the feed

    Trim, on-screen text and sound.

See the fashion UGC →

STEPS 01–04 · HOW I PLAN AN AD

The strategy comes
before the design.

I plan ads in Eureka, my creative idea engine: brand, positioning, personas and their problems, then one creative brief per ad. Here is a real plan behind one of my ads, with client details removed.

  1. Brand
  2. Products & positioning
  3. Personas
  4. Problems, scored and prioritized
  5. Creative brief
The finished ad

CREATIVE BRIEF · FACELESS-INCOME OFFER

Product
Info product: a guide to building income online without showing your face
Persona
The Private 9-to-5 Builder: employed, wants a second income, will not become a creator
Desire
Relief (problem aware set) · Relaxation (solution aware set)
Problem
Wants online income without public exposure
Market awareness
Planned across two sets: problem aware and solution aware
Market sophistication
Fifth stage: the market no longer believes the claims, so create a new identification
Positioning
Not “use AI to make money”, but “use AI to make money while staying private”
Hypothesis
Showing the missing creator will stop the scroll faster than explaining it
Type of ad
Image with a hook-pattern text overlay · 1:1 · 5 variations
Hook patterns
Before / after visual · question
Headline type
Question + mechanism: “Here’s what AI changes”

STEP 03 · HOW I CHOOSE THE FORMAT

The angle picks
the format.

I look for inspiration in Facebook Ad Library and brand websites, define the angle, then adapt one of 20 proven static-ad formats to the brand. Choose a format to see its SUNSHIFT version.

01 · Research references02 · Define the angle03 · Adapt a format04 · Make & refine

Choose a format to see an example and its creative approach.

Campaign adaptation

Adapted from the Static Ad Generator framework. Each SUNSHIFT example uses original concept copy rather than unsupported statistics, testimonials or press endorsements.

STEP 04 · THE QUALITY LOOP

Nothing reaches a client unchecked.

Every piece gets two checks. My assistant does a first pass against my brief and fixes what fails, then I review it myself. Only work that passes both goes out.

  1. 01CreateFirst version, built from the brief’s checklist.
  2. 02Self-review
    • Exact text and headline
    • Logo and product shape
    • Hands, faces, physical sense
    • Matches the brief and the set
  3. Passes every check?Yes → hand offNo → fix it
  4. 03Ready for my checkStudio says what it fixed and anything still open.
  5. 04I approveOnly I can approve it. My notes restart the loop.
  6. ↺ Fix & recheckName the defect, fix it, keep what already works, then review again. Up to three rounds; if a fix isn’t working, Studio stops and shows me the best version and what’s still wrong.

From the workCoke Zero, “Pizza night”: the first image was a sunny daytime table. Self-review failed it against the headline, Studio rebuilt it as a night scene with direct flash, rechecked the headline, can and hands, and only then sent it to me.

MY ASSISTANT

Studio helps.
I direct.

Studio is an AI assistant I set up in Codex. It runs on plain Markdown files: my preferences, each campaign’s brief and a review checklist. It speeds up the repetitive parts so my time goes into the creative decisions.

I DECIDE

  • The brief: audience, message, occasion
  • The direction and moodboard
  • Which images ship, and the final polish

STUDIO HELPS WITH

  • Research notes and prompt drafts
  • Variations for every placement
  • A first-pass check against the brief
  • Saving versions, prompts and feedback
How Studio keeps project context

Markdown files hold Studio’s instructions, saved preferences, campaign briefs and review criteria. Studio runs during my active Codex sessions.

Explore the ad-format library ↑