shared/references/campaign-visual-dna.md

# Campaign Visual DNA

Create a continuity contract before producing a multi-asset series

## Lock invariants

Choose what must remain recognizably stable

- palette roles
- type roles and scale relationships
- spacing rhythm
- image treatment
- lighting family
- camera family where relevant
- subject treatment
- product scale range
- crop behavior
- logo behavior
- recurring motif
- background character
- texture behavior
- density range
- Arabic/English hierarchy when applicable

## Define controlled variables

Choose what may change without breaking the family

- scenario
- hero action
- camera distance
- environment
- supporting props
- metaphor
- dominant compositional mass
- accent position
- crop

## Mutation matrix

For each asset, record which DNA fields are locked and which are allowed to mutate

Avoid changing more than needed merely to prove variety

Avoid locking so much that every frame is a copy

## Campaign rhythm

A campaign can alternate density, crop, scale, and energy while keeping its identity

Plan sequence behavior for carousels and multi-post series

Examples

- wide setup, tight detail, human proof, product close-up
- bold hero, quiet proof, bold hero, CTA resolution

## Continuity test

Place assets side by side

They should feel related without looking like one master frame with swapped copy

Reject when

- the same composition repeats mechanically
- palette role changes break the family
- product scale jumps without reason
- type hierarchy drifts
- spacing rhythm changes randomly
- one asset introduces a new style family with no role
- the recurring motif becomes more important than the message

## Asset record

For each asset capture

- asset ID
- purpose
- primary message
- ratio
- preserved DNA fields
- permitted variation fields
- exact copy
- preflight result
- visual QA result