From a creative brief to every social media variant, without losing a week of production

Implementation example. This scenario describes a request we receive in this form. It is not a project delivered to a named client, and no results are claimed.

The context

A consumer brand (food, fashion, home, leisure, services) publishes on several social networks. It runs seasonal campaigns, launches, partner activations and a regular stream of posts.

The team includes a social media manager, one or two in-house creatives and an agency for key moments. The editorial calendar is kept in a spreadsheet or a scheduling tool.

The day-to-day problem

Every approved idea has to be adapted into many formats: square, vertical, story, banner, carousel, short video. Each network has its own codes and text lengths. Creatives spend most of their time resizing, cropping and rewriting instead of creating.

Lead times stretch, the news moment passes, and some variants are rushed and don't follow the brand guidelines. Copy is pasted from one network to another without adaptation.

What the brand wants

“I want an approved idea to be available on all our networks within one or two days, adapted to each one, and I want my creatives to spend their time on ideas, not formats.”

The solution, step by step

1. Formalize the brief. We set up a short brief that is always the same: message, target audience, offer, required notices, source visuals, target networks, dates. It is the starting point for everything else.

2. Create templates that follow the brand guidelines. For each recurring format, a template applies the brand guidelines: typefaces, colors, logo placement, text and image areas. Elements that must not change are locked.

3. Write copy for each network. Based on the brief, AI suggests a hook, body copy and hashtags tailored to each network: short and direct for a story, more developed for LinkedIn, with the required notices. It suggests several hook variants.

4. Produce the visuals. Source visuals are automatically cropped and placed in each template. When a background, an image extension or a variant is needed, generative AI can suggest one, based on the brand's visuals and always under the creative's control.

5. Edit short videos. From raw footage or still images, the tool suggests short edits in vertical formats, with subtitles and graphics that follow the brand guidelines.

6. Approve and schedule. All variants arrive in a single view. The social media manager and the creative approve, correct, then send them to the scheduling tool.

What AI does, what the team does

AI suggests copy, adapts formats, and generates variants and visual elements under supervision. Creatives keep the art direction and make corrections. The social media manager chooses, approves and schedules. Nothing is published without approval.

Data and access required

• the visual brand guidelines and the editorial guidelines;
• existing templates or source files;
• a library of approved visuals and their usage rights;
• the list of networks and formats used;
• access to the scheduling tool.

Project timeline

• Weeks 1 and 2: assessment. Inventory of formats, production time and the approval workflow. This is the format of our audit (8 to 10 days).
• Weeks 3 and 4: templates and brief. Creation of priority templates, brief format, fine-tuning copy for each network.
• Weeks 5 and 6: production. Variants for a real campaign, adjustments with the team.
• After that: expansion. New formats, short video, partner activations.

Deliverables

• a standard brief format;
• a library of locked templates that follow the brand guidelines;
• a workflow for producing copy and visual variants;
• the variants for a first campaign;
• a short training session for the team.

Metrics to track

• the lead time between brief approval and publication;
• the number of variants produced per campaign;
• the time creatives spend adapting formats;
• the number of brand guideline deviations found;
• engagement per network, compared with the previous period.

These metrics are recorded at the start, then tracked for each campaign. No results are promised in advance.

Limitations and prerequisites

• Templates do not replace the creative idea: a weak brief produces weak variants.
• AI-generated visuals are always reviewed; some subjects (real people, third-party products, brands) are excluded.
• The rights to the images and music used remain for the brand to verify.

Indicative budget

The assessment corresponds to our audit, from €1,000 excl. VAT. Implementation is quoted on request, depending on the number of formats and networks.

Frequently asked questions

Do we have to give up our creative tools? No. Templates can be built in the tools the team already uses, or in a dedicated platform if the volume justifies it.

Does AI create the visuals? It adapts and completes the brand's visuals. Art direction remains human.

Can we use it with our agency? Yes. The agency can supply the key visuals and the in-house team can handle the variants.

What about paid advertising? The same templates are used for the networks' ad formats, with their own constraints.

Further reading

• Creative supply chain expertise
• Client case: social media visuals for a cosmetics brand
• Client case: Social Studio, graphic templates and mobile publishing
• Brandeploy, the content creation and adaptation platform Good Morning AI is the agency of

What next?

If your creatives spend more time resizing than creating, the audit lets us measure in 8 to 10 days the time lost and which formats to automate first.