How to Create a Creative Concept with Assist 2.0

Assist 2.0 turns a brand brief into a fully-developed campaign concept in minutes. Instead of spending hours manually drafting creative documents, you describe what you want in the chat and Assist plans the work, picks (or builds) the right template, and generates a comprehensive campaign concept — complete with narrative structure, production considerations, timelines, and social strategy.

What you'll create:

Multiple creative concept options from a single brief
A detailed campaign document with all the essential sections
Production budget and timeline thinking
Social media strategy and hashtag plan
A document ready to share with stakeholders or clients

Getting Started

Prerequisites

A brand brief (Word, PDF, or text)
Access to Assist 2.0
A workspace in your organisation

Time Required

About 3-5 minutes from brief upload to finished concept.

Step-by-Step Guide

Step 1: Open Assist 2.0 and start a new chat

Navigate to your workspace and start a new chat. There's no need to pick a template or output type up front — Assist 2.0 will work out what you need from what you say.

Step 2: Upload your brand brief

In the chat, attach your brand brief using the file upload control, then wait for the upload to confirm.

Tip: Your brief should include key information like brand positioning, target audience, campaign objectives, and any specific requirements or constraints.

Step 3: Ask Assist to generate concepts

Type something like:

Generate creative concepts based on the attached brief.

Assist 2.0 will:

Read your brief
Search your workspace for any relevant existing templates, agents, or past concepts it can reuse
Either use an existing Creative Concept template or propose creating one
Generate a set of distinct creative concept ideas for you to choose from

What Assist considers:

Your brand's tone and positioning
Target audience preferences
Campaign objectives
Current market trends
Creative feasibility

Step 4: Pick a direction and let Assist build it out

Tell Assist which concept you want to develop — by name, number, or description (e.g. "Let's build out concept 2"). Assist will generate a full document including:

Concept Overview — high-level summary and key messaging
Narrative Structure — story arc and emotional journey
Production Considerations — budget tiers, crew, equipment
Timeline — pre-production, production, and post
Social Media Strategy — platform-specific tactics and content ideas
Hashtag Strategy — primary and secondary hashtags
Engagement Tactics — interactive elements and community building

Scroll through the generated document to review all sections.

Step 5: Use Plan Mode if you want to review before Assist runs

If you'd rather see Assist's approach before it executes — for example on a bigger or more sensitive concept — switch on Plan Mode before sending your message. Assist will propose a plan first, which you can revise or accept before any output is generated. Execute Mode (the default) just gets on with it.

Step 6: Refine your concept

Iterate using plain chat. Examples:

Make it more playful and add a social media angle.

Add budget considerations for a smaller production.

Include influencer partnership ideas.

Expand the timeline to include a 3-month rollout.

Add meme potential and viral tactics.

Assist will update the document in place. Review the changes and keep iterating until it lands.

Once you're happy, you can share the output directly from your workspace, or export it to send on to stakeholders.

Best Practices

Writing Effective Brand Briefs

Include these key elements:

Brand name and positioning statement
Target audience demographics and psychographics
Campaign objectives and KPIs
Tone and brand personality
Budget parameters (if known)
Timeline constraints
Any mandatory elements or restrictions

Example brief structure:

Brand: [Name] Product: [Description] Target Audience: [Demographics + psychographics] Campaign Goal: [Primary objective] Key Message: [What we want to communicate] Tone: [Brand voice characteristics] Budget Range: [If applicable]

Getting Better Concept Ideas

Be specific in your brief:

Instead of "young adults," specify "college students aged 18-22 who value sustainability"
Include competitive context: "We want to stand out from competitors who focus on X"
Mention channel preferences: "This will primarily run on TikTok and Instagram"

Iterate strategically:

Start broad, then refine with specific requests
Test different angles: "Now try a more emotional approach" or "Make it more data-driven"
Don't be afraid to generate multiple rounds of concepts

Maximising Document Quality

Review and enhance:

Check that all sections align with your brand guidelines
Verify budget tiers match your actual resources
Ensure timelines are realistic for your team
Customise hashtags to match your brand voice

Add your expertise:

Use the chat to add industry-specific insights
Request additions like "Add a section on accessibility considerations"
Incorporate learnings from past campaigns

A note on reusing templates and agents

Assist 2.0 is designed to reuse what already exists in your workspace rather than create duplicates. If a Creative Concept template or agent already exists, Assist will use it. If not, it may create one — which then becomes available for future concepts. If you'd rather Assist work from an existing template, just say so in the chat (e.g. "Use our existing Creative Concept template").

Common Use Cases

Campaign Pitch Development — Generate multiple concepts quickly for client presentations, allowing you to present diverse creative directions in a single meeting.

Internal Brainstorming — Use Assist to kickstart creative sessions by generating initial concepts that your team can build upon and refine collaboratively.

RFP Responses — Rapidly develop detailed creative responses to requests for proposals, complete with production considerations and timelines.

Social-First Campaigns — Create concepts specifically optimised for social media platforms, with built-in viral potential and engagement tactics.

Budget Planning — Generate concepts at different budget tiers to help stakeholders understand what's possible at various investment levels.

Tips & Tricks

Speed up your workflow:

Keep commonly used brand briefs in your workspace knowledge so Assist can reference them
Build up a set of refinement prompts that work well for your brand
Reuse and improve your team's Creative Concept template rather than spinning up new ones

Collaborate effectively:

Share the workspace with team members so they can pick up where you left off
Iterate together in chat rather than over email

Maintain consistency:

Reference previous successful concepts in your prompts: "Similar to the [Campaign Name] approach"
Keep a style guide in workspace knowledge so it's always in scope
Use specific terminology from your brand's vocabulary

Troubleshooting

Concepts don't match my brand tone:

Provide more specific tone descriptors in your brief (e.g. "witty but not sarcastic," "premium but approachable")
Use refinement prompts like "Make this more [adjective]"

Missing important sections:

Request specific additions: "Add a section on influencer partnerships"
Check that your brief included all necessary context

Budget or timeline seems unrealistic:

Provide more specific parameters in your refinement: "Adjust timeline for a 2-person production team"
Include actual constraints in your initial brief

Need to start over:

Start a new chat
You can reference previous attempts: "Generate new concepts, but avoid the [X] approach from before"

FAQs

Q: Can I generate concepts without uploading a brief?

A: Yes. You can describe your brief directly in the chat. Uploading a document typically produces more comprehensive results.

Q: How many times can I refine a concept?

A: There's no limit. Iterate as many times as needed.

Q: Can I combine elements from multiple generated concepts?

A: Yes. Pick one as your base, then ask Assist to "incorporate [specific element] from the [other concept] idea."

Q: What file formats work for brand briefs?

A: Word (.docx), PDF, and text files. Most common document formats are supported.

Q: Can I save concepts in progress?

A: Yes — your work is saved automatically in your workspace and you can return to any chat at any time.

Q: How do I share concepts with people outside my organisation?

A: Export the concept and share it via email or your preferred file-sharing method.

Next Steps

Brand Brief Template — standardised briefs for consistent concept generation
Campaign Planning — expand your concept into a full execution plan
Content Calendar — turn your creative concept into a scheduled content plan
Presentation Builder — transform your concept into a client-ready pitch deck

Need help? Contact our support team or visit the Assist Help Center for more tutorials and resources.