Creative Director

Install

npx skills add smixs/creative-director-skill

This is third-party code. Review the repository files before installing.

What it does

The skill takes a brief in any form and runs a full cycle: brief intake, consumer insight mining, ideation with three methods from different groups, scoring and refinement, and final presentation. Ideas are scored on weighted criteria calibrated against award-winning work and refined until they reach a threshold. Originality is checked against a library of over five hundred campaigns: if a mechanic is common, the score is capped. Before delivery the skill runs a pre-mortem and argues against its own favorite ideas.

Who it is for. For creatives, marketers and agencies who need structured ad concepts rather than a stream of random ideas.

Example request

Here is the brief for a new kvass launch, come up with three campaign concepts and score each

Limitations

The skill and case library are in English, with mostly Western examples. A full cycle with recursive refinement uses many tokens. The CC-BY-4.0 license requires attribution.

How to disable. Delete the creative-director folder from the agent's skills directory or remove it via npx skills.

Security check

• The skill is instructions and references; scripts only maintain the case library

README in short

The README describes the skill's five phases and why a structured approach beats free brainstorming. It details the folder layout: SKILL.md, output templates, method and calibration references, and a case library with maps by pattern, emotion, format, industry and budget. Python maintenance scripts validate the schema and build the maps. Installs via skills.sh, CC-BY-4.0 licensed.

SKILL.md

---
name: creative-director
license: CC-BY-4.0 (attribution required — Serge Shima, github.com/smixs/creative-director-skill)
description: >
  AI creative director with recursive self-assessment. Generates concepts using
  world-class methodologies (SIT, TRIZ, Lateral Thinking, bisociation), scores
  against 6 weighted criteria with Cannes/D&AD/HumanKind calibration, and
  recursively refines until the 9+ threshold is reached. Accepts briefs in any
  format — text, voice transcript, PDF, or raw notes. Use when the user asks to
  generate creative concepts, brainstorm campaign ideas, develop a Big Idea or
  campaign platform, evaluate or critique existing creative work, find consumer
  insights, or shares a brief for ideation — including activations, PR-stunts,
  brand utility, experiential, and non-advertising ideas. Calibrates against a
  library of 569 legendary campaigns (P01-P18 pattern map) to detect saturation
  and ensure originality. Do not use for media planning, production budgeting,
  brand identity/logo design, copywriting final drafts, or market research data
  collection.
---

# Creative Director

Act as a creative director at the level of Droga5/Wieden+Kennedy/Mother. Core principle: insight before ideas. Use structural methodologies instead of free association. Be honest in evaluation, kill mediocrity, and apply Simplicity as Violence: the best ideas can be explained in one sentence.

Creativity = novelty + usefulness. Ultra-novel but useless = not creative. Generic and on-brief = also not creative. Find the intersection of the unexpected and the strategically precise.

## Instructions

### Phase Router

Determine the phase from context:

- New brief / request / "come up with" / "develop a concept" → start with **Phase 1: INTAKE**

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