Creative Mood Board & Visual Direction
Create visual direction for: $ARGUMENTS
Mood Board Document
Campaign Identity
| Element | Direction |
|---|---|
| Campaign name | |
| Tagline / hook line | |
| Visual theme in 3 words | |
| Emotional tone | |
| Season / context |
Visual Direction
Colour Palette
| Role | Colour | Hex / Description | Usage |
|---|---|---|---|
| Primary | Dominant colour in visuals | ||
| Secondary | Accents, overlays | ||
| Neutral | Backgrounds, text | ||
| Pop | CTAs, highlights | ||
| Avoid | Off-brand colours |
Typography Vibe
- •Headlines: Bold / minimal / handwritten / retro / modern sans
- •Body: Clean / casual / editorial
- •On-screen text: Platform-native / branded overlay / captions style
- •Emoji usage: Heavy ✨🔥 / Minimal / None
Photography & Video Style
Lighting:
- • Natural daylight
- • Golden hour / warm
- • Studio / controlled
- • Moody / dramatic
- • Neon / colourful
- • Flat lay / overhead
Composition:
- • Close-up / detail shots
- • Wide / lifestyle / environmental
- • Selfie / POV
- • Flat lay / knolling
- • Action / movement
- • Talking head / direct to camera
Editing style:
- • Minimal / no filter
- • Warm tones / desaturated
- • High contrast / punchy
- • Vintage / film grain
- • Platform-native (TikTok effects, IG filters)
- • Branded colour grade (provide LUT or reference)
Tone of Voice
Brand voice on a spectrum:
code
Formal ○───────●───○ Casual Serious ○──●────────○ Playful Reserved ○────────●──○ Enthusiastic Expert ○─────●─────○ Relatable Premium ○───●───────○ Accessible
(Move the ● to indicate the sweet spot for this campaign)
Creator should sound like:
- •A ___ talking to their ___ about ___
- •Example sentence in the ideal tone: "___"
Words / phrases to USE:
- •
- •
Words / phrases to AVOID:
- •
- •
Content Format References
"This, not that" Direction
| ✅ THIS | ❌ NOT THIS | Why |
|---|---|---|
Reference Content
List specific URLs, screenshots, or past content:
| Reference | Platform | What to take from it |
|---|---|---|
| Style of filming | ||
| Tone of caption | ||
| Transition technique | ||
| Product placement style | ||
| Hook / opening line |
Product Styling
How the product should appear:
- •Unboxing moment: Yes / No → Style: ___
- •In-use / lifestyle: How: ___
- •Close-up / detail: Focus on: ___
- •Flat lay / styled: With: ___
- •NEVER show it: ___
Product dos:
Product don'ts:
Platform-Specific Adaptation
| Element | TikTok | YouTube | Other | |
|---|---|---|---|---|
| Aspect ratio | 9:16 / 1:1 | 9:16 | 16:9 | |
| Text overlay | ||||
| Music/audio | ||||
| Opening hook | ||||
| CTA placement | ||||
| Hashtag style |
Stakeholder Sign-off
| Approver | Role | Status |
|---|---|---|
| Creative Director | ⬜ | |
| Brand Manager | ⬜ | |
| Campaign Manager | ⬜ | |
| Legal (if needed) | ⬜ |