Runway ML Prompt for Ad Creative Concepts

This prompt helps you brainstorm creative advertising concepts with visual descriptions for video or image ads. Perfect for creative directors, marketing teams, and content creators who need fresh campaign ideas. Runway ML will generate innovative concepts that push beyond obvious ideas while staying true to your brand.

Works Best With: Runway ML | Also works with: ChatGPT, Claude, Midjourney (for image concepts)

The Prompt

Generate [NUMBER] creative advertising concepts for [PRODUCT/SERVICE].

Brand context:
– What we’re selling: [PRODUCT/SERVICE DESCRIPTION]
– Target audience: [WHO WE’RE REACHING]
– Key message: [MAIN BENEFIT OR VALUE PROP]
– Brand personality: [TONE – playful, sophisticated, edgy, heartwarming, etc.]
– Ad format: [15-SECOND VIDEO, STATIC IMAGE, 30-SECOND SPOT, etc.]
– Platform: [INSTAGRAM, YOUTUBE, TIKTOK, LINKEDIN, etc.]

For each concept provide:
1. Concept Title (catchy, descriptive)
2. Visual Description (what we see, scene-by-scene or composition)
3. Copy/Messaging (headline, body text, CTA)
4. Hook (why it grabs attention in first 3 seconds)
5. Emotional Tone (what the viewer should feel)
6. Why It Works (strategic reasoning)
7. Production Notes (complexity, budget considerations)

Creative direction:
– Avoid clichés: [LIST OVERUSED IDEAS TO AVOID]
– Must include: [SPECIFIC ELEMENTS – product demo, customer testimonial, etc.]
– Reference style: [BRANDS OR CAMPAIGNS YOU ADMIRE]

Push for originality while staying on-brand.
Range from safe executions to bold, creative risks.

When to Use This Prompt

• You’re planning a new ad campaign and need concept options
• Your current ads feel stale and you want fresh creative direction
• You’re brainstorming with your team and need to break creative blocks
• You want to explore multiple directions before investing in production

What You’ll Get

The AI will generate multiple advertising concepts with descriptive titles that capture the creative approach, detailed visual descriptions including scene composition or shot sequences, specific copy for headlines and calls-to-action, analysis of attention-grabbing hooks in the first few seconds, emotional tone that connects with your audience, strategic reasoning for why each concept would work, and practical production considerations around complexity and budget. Concepts range from safe executions you can implement quickly to bold creative risks that could breakthrough.

Why This Prompt Works

• Cliché avoidance: Explicitly blocking overused ideas forces genuinely original thinking

• Strategic justification: Requiring “why it works” ensures concepts have substance beyond just being visually interesting

• Production awareness: Including budget/complexity notes helps you evaluate feasibility upfront

• Range request: Asking for safe-to-bold spectrum gives options for different risk tolerances

How to Customize This Prompt

1. [NUMBER] — How many concepts you need: “5,” “10,” “3”
2. [PRODUCT/SERVICE] — What you’re advertising
3. [WHO WE’RE REACHING] — Specific audience: “Gen Z fitness enthusiasts,” “B2B decision makers”
4. [MAIN BENEFIT] — Core value proposition to communicate
5. [TONE] — Brand personality affects creative direction
6. [AD FORMAT] — Format determines structure: static image vs video narrative
7. [PLATFORM] — Each platform has different creative conventions
8. [OVERUSED IDEAS] — Block tired tropes: “no slow-motion product shots,” “avoid ‘real people’ testimonials”
9. [SPECIFIC ELEMENTS] — Required components: “must show product in use”
10. [REFERENCE STYLE] — Inspiration: “Apple’s minimalism,” “Dollar Shave Club’s humor”

Pro Tips

• Test with team: Run this prompt before creative meetings to give everyone concepts to react to and build on

• Platform variations: Run separate prompts for each platform (Instagram, TikTok, YouTube) to get format-optimized concepts

• A/B test angles: Ask for “3 emotional approaches (funny, inspiring, shocking) for the same product” to test messaging

• Storyboard detail: For video concepts, add “provide shot-by-shot breakdown with timing” for production planning