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Standard Deviation

StandardCreative

StandardCreative is the asset-generation module. Image, video, and copy — generated with the brand kit injected, scored before launch, optimized for the channel they’ll run on.

What it generates

  • Image assets — single images, carousels, banners. Platform-specific aspect ratios. Brand-typography overlays. Photo realism or illustration based on the brand’s visual identity.
  • Video assets — short-form video (6s, 15s, 30s) for paid social. Storyboard generation + asset assembly.
  • Copy assets — headlines, body copy, captions, descriptions. Channel-specific length and tone. Voice-profile-grounded.

Every generation is gated by the brand kit. No brand profile = no generation. See Brand-grounded AI for the rationale.

The five sub-tools

Campaigns

Asset library is organized by campaign. Pick a campaign (or create one) to unlock the per-campaign tools below. Most campaigns are created upstream in StandardPlanning; StandardCreative reads from the locked strategy + audience + media plan to size and tone the output.

Generate

The generation surface. Pick an asset type (image / video / copy), pick a platform (Meta / TikTok / Google / YouTube / etc.), pick a format within the platform (feed image, story, in-stream video, etc.), and the module:

  1. Loads the brand kit + active campaign strategy
  2. Injects both into the model call
  3. Returns 3-6 candidate assets
  4. Scores each (see Pre-Test)
  5. You pick + iterate + save to the library

Library

Browse and manage all creative assets across all campaigns. Filter by platform, campaign, format, or performance score. Assets are versioned — when you iterate on a generation, the prior version is preserved so you can A/B compare.

Pre-Test

Predict creative performance before launch. The pre-test scorer runs each asset against a set of heuristics derived from creative-research literature + the brand’s prior-campaign performance (where available). Scores cover:

  • Attention — will the audience stop scrolling?
  • Comprehension — is the message clear in the first 3 seconds?
  • Brand recall — would someone remember which brand this was for?
  • Action — does the call to action feel earned?

Score range is 0-100 per dimension. Assets below a threshold (configurable; default 60) get flagged with specific improvement suggestions.

Optimize

Resize + format-adapt one source asset for every placement in the media plan. A single hero image becomes Meta feed (4:5), Meta story (9:16), Google display (1.91:1), YouTube end-card (16:9) — with the brand-mark, copy treatment, and crop adjusted per format.

Content Calendar (Content Map)

Once assets are generated + pre-tested, assign them to the media plan’s line items. The Content Calendar gives you a platform-specific schedule: which asset runs on which platform, in which week, for which audience cut. Outputs as a CSV/Sheet you can hand to a media buyer or a scheduling tool.

How a typical workflow runs

  1. Confirm the brand kit is current in StandardGraph.
  2. Confirm the campaign is locked in StandardPlanning — strategy, audience, media plan.
  3. Generate hero assets — usually 1-3 image + 1 video concept per messaging pillar. Iterate until satisfied.
  4. Pre-test each candidate. Replace anything below threshold.
  5. Optimize the chosen hero assets for every placement in the media plan.
  6. Assign to the Content Calendar so the buyer / scheduler has a single source of truth.

Total time for a typical 6-week campaign: ~2-4 hours active work, depending on iteration count.

What StandardCreative is not

  • Not a full DAM. Asset storage + browsing is built in, but if your team has 50,000 historical assets, keep them in your DAM — StandardCreative tracks only the assets generated within it.
  • Not a deep video editor. Video output is short-form, AI-assembled. Custom edits (color grading, sound design, complex motion graphics) happen in After Effects / Final Cut / Premiere downstream.
  • Not a launch surface. Generated assets don’t auto-publish to ad platforms — that’s downstream of StandardCreative and stays in your buying tools.

Where to go next