# Design and creative brief

**Product:** Premiere Pro MCP
**Market:** Professional Adobe Premiere Pro workflow automation
**Date:** 2026-08-22
**Research scope:** Creative direction for owned product marketing and later paid testing; no creative production or publication.
**Status:** Draft brief; all visual assets require human review and product-evidence capture.

## Campaign objective

Move qualified Premiere evaluators from “this is a large tool catalog” to “I can safely run a specific verified workflow.” The conversion action is the read-only safe connection check. This follows `INS-001`, `INS-002`, and `INS-005`.

## Channel context

| Funnel stage | User question | Asset job | Success signal | Evidence |
|---|---|---|---|---|
| Awareness | “What kind of Premiere automation is this?” | Establish the reviewable-workflow category. | Qualified workflow-page visit | INS-005 |
| Consideration | “Can I trust it on my setup?” | Show real setup, preview, confirmation, and receipt. | Safe-check start | INS-001, INS-002 |
| Activation | “What do I do first?” | Make the read-only connection check feel low risk. | Verified ready state | INS-001 |
| Retention / team | “Can we repeat this?” | Show a named workflow pack and host-version evidence. | Second verified receipt | INS-005, INS-006 |

## Brand and product rules

- Use the existing project name unless trademark review chooses a new commercial companion name.
- Lead with a real, supported workflow and exact host/version label; never fabricate a Premiere panel, timeline result, or verification receipt (`INS-001`, `INS-003`).
- “Local-first” must retain the qualification that the selected AI client has separate privacy behavior (`SRC-001`).
- Do not use Adobe trademarks or interface captures beyond approved, accurate product demonstration and platform rules (`SRC-008`).
- Do not show “editor approved,” customer logos, hours saved, security badges, or marketplace availability without independently approved proof.
- Avoid generic AI imagery, neon “magic,” cursor-movement theater, or unqualified autonomy claims (`INS-003`, `INS-005`).

## Visual territories

| ID | Territory | Insight | Mood-board search direction | Do | Avoid |
|---|---|---|---|---|---|
| CRE-001 | Evidence receipt | INS-001, INS-003 | “professional post production desk timeline verification receipt dark neutral” | Show the journey inspect → preview → approve → verify. | Imaginary success state or hidden mutation. |
| CRE-002 | Local control path | INS-001, INS-007 | “technical workflow diagram dark editorial local computer bridge” | Diagram AI client, local server, connector, Premiere, structured result. | Claim media never leaves every connected AI service. |
| CRE-003 | Repeatable workflow pack | INS-005, INS-006 | “post production workflow checklist sequence delivery preflight” | Use three concrete workflow cards with host/version labels. | Feature-grid overload or 335-tool hero. |

## Three creative concepts

### CRE-001 — Inspect → Preview → Approve → Verify

**Audience:** Risk-aware editor or post lead.
**Message:** “Automate repeatable Premiere work—with a preview before anything changes.”
**Why:** Maps directly to documented safe-check and capability boundaries (`INS-001`).
**Execution:** A real recorded session opens with the exact safe-check prompt, shows a workflow plan, a clear confirmation state, and a result receipt. Use a duplicate/demo project and show the actual host version.

### CRE-002 — Local-first, explicitly bounded

**Audience:** Technical editor deciding whether to evaluate.
**Message:** “Keep the bridge local. Keep the workflow inspectable.”
**Why:** Emphasizes the documented architecture while retaining AI-client privacy qualification (`INS-001`, `INS-007`).
**Execution:** Calm architectural diagram: AI client → local MCP server → local Premiere connector → Premiere. A footnote says “Your AI client has separate privacy settings.”

### CRE-003 — Three workflow packs, one repeatable standard

**Audience:** Post supervisor / workflow owner.
**Message:** “Make Project Intake, Platform Cutdowns, and Delivery Preflight reviewable workflows.”
**Why:** Outcome-led packaging aligns with competitor positioning (`INS-005`) and team hypothesis (`INS-006`).
**Execution:** Three real, versioned workflow cards; each states supported host scope, plan, confirmation, verification, and current maturity. Use “planned” labels where host proof is incomplete.

## Asset matrix

| ID | Funnel / concept | Asset | Format | Required evidence | Human review |
|---|---|---|---|---|---|
| AST-001 | Consideration / CRE-001 | Product demo | 16:9, 30–60s | Real licensed-host recording and result receipt | Product, legal, accessibility |
| AST-002 | Activation / CRE-001 | Short safe-check walkthrough | 9:16, 10–15s | Exact documented command | Product, accessibility |
| AST-003 | Awareness / CRE-002 | Architecture graphic | 1:1 and 16:9 | Accurate local-first topology and privacy qualification | Product, legal, brand |
| AST-004 | Consideration / CRE-003 | Workflow-pack comparison | 16:9 and web | Named workflows and capability labels | Product, support |
| AST-005 | Marketplace-ready later | Accurate plugin screenshots | Adobe-required current formats | Tested build, installation, version labels | Adobe guidelines review |

## Review gates

| Gate | Reviewer | Pass criteria |
|---|---|---|
| Product fidelity | Engineering + QA | Every shown action and result is reproducible on the named host/version. |
| Claims | Product marketing + legal | Every visible claim maps to a source or approved customer proof. |
| Accessibility | Design + QA | Captions, readable contrast, no color-only cues, transcript provided. |
| Brand / trademark | Brand/legal | Adobe references and captures comply with current policy. |
| Platform | Distribution owner | Marketplace assets exactly match submitted functionality. [SRC-008] |

## Next actions

1. Capture approved real-host evidence before producing `CRE-001` (`INS-003`).
2. Have legal/brand review Adobe naming and UI-use boundaries before public creative (`SRC-008`).
3. Create the workflow-card content only after each workflow receives a maturity classification (`INS-005`).

**Owner:** Creative lead
**Approval needed:** Product/brand/legal review before any production or publication; explicit approval before paid media generation.
**Completion criteria:** All asset rows have evidence files, captions/transcripts, claim approval, and channel-specific destination approval.