Update to Motion

{
  "description": "Advanced concept generation from unstructured input — brainstorm notes, meeting transcripts, competitor observations, or a blank-slate strategic exploration. Maps ideas through the Creative Strategy Engine framework (pain x persona x awareness stage) and grounds every concept in Motion performance data. Use when the user has raw input or wants deep strategic mapping. For quick \"give me 3 concepts\" requests without raw material, use create-concepts instead.\n",
  "included_files": [
    {
      "relative_path": "references/creative-strategy-engine.md",
      "size_in_bytes": 34254
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  ],
  "name": "concept-engine",
  "skill_md_contents": "---\nname: concept-engine\ndescription: >\n  Advanced concept generation from unstructured input — brainstorm notes, meeting\n  transcripts, competitor observations, or a blank-slate strategic exploration. Maps\n  ideas through the Creative Strategy Engine framework (pain x persona x awareness stage)\n  and grounds every concept in Motion performance data. Use when the user has raw input\n  or wants deep strategic mapping. For quick \"give me 3 concepts\" requests without raw\n  material, use create-concepts instead.\nargument-hint: \"[raw idea or direction] [--count 3] [--focus hook|format|audience]\"\nallowed-tools:\n  - Read\n  - Agent\n  - \"mcp__ruimotion__get_auth_context\"\n  - \"mcp__ruimotion__get_workspace_brand\"\n  - \"mcp__ruimotion__get_creative_insights\"\n  - \"mcp__ruimotion__get_glossary_values\"\n  - \"mcp__ruimotion__get_demographic_breakdown\"\n  - \"mcp__ruimotion__get_workspace_competitors\"\n  - \"mcp__ruimotion__get_inspo_creatives\"\n  - \"mcp__ruimotion__get_inspo_brand_context\"\n  - \"mcp__ruimotion__get_creative_transcript\"\n  - \"mcp__ruimotion__search_brands\"\n  - \"mcp__ruimotion__get_brand_by_domain\"\n  - AskUserQuestion\nmodel: opus\n---\n\n# Concept Engine — Data-Grounded Creative Concept Generator\n\n---\n\n## Phase 0: Orient\n\n1. **Acknowledge**: \"I'll map your input through the creative strategy framework and produce grounded concepts.\"\n2. **Ask for input**: \"What's the raw input — brainstorm notes, meeting transcript, competitor observation, or blank slate?\"\n3. **Connected workflow**: After concepts, you can brief one (`/build-brief`), write hooks for it (`/write-hooks`), or iterate on a specific angle.\n\nIf the user already provided raw input in their message, skip questions and proceed.\n\n---\n\nTransform any input into structured, briefable ad concepts grounded in performance data and the Creative Strategy Engine framework.\n\n---\n\n## Phase 1: Discovery\n\n### 1a. Parse Arguments\n\n- **Raw input** (`$ARGUMENTS`): The source material. Can be anything — a raw idea, meeting transcript, brainstorm notes, competitor observation, a single sentence, or empty.\n- **`--count`**: Number of concepts to generate. Default: 3. Range: 2-5.\n- **`--focus`**: Weight for concept generation:\n  - `hook` — emphasize hook innovation\n  - `format` — emphasize format experimentation\n  - `audience` — emphasize audience expansion\n  - Default: balanced across all dimensions.\n\n### 1b. Load Context\n\n1. Read `${CLAUDE_PLUGIN_ROOT}/motion-creative.config.md` for brand guidelines, production constraints, primary KPI, target audience. If the file does not exist, use these defaults and suggest the user run `/customize`:\n   - `primary_kpi`: use goalMetric from first `get_creative_insights` response\n   - `default_date_preset`: LAST_30_DAYS\n   - `default_creative_limit`: 10\n   - `production_capabilities`: all formats\n   - `max_production_difficulty`: High\n   - Brand guidelines: pull from `get_workspace_brand`\n2. Read `${CLAUDE_SKILL_DIR}/../creative-strategist/SKILL.md` for methodology.\n3. Read `${CLAUDE_SKILL_DIR}/../creative-strategist/references/concept-standards.md` for quality bar.\n4. Read `${CLAUDE_SKILL_DIR}/references/creative-strategy-engine.md` for the full strategic framework.\n5. Use `default_date_preset` from settings as the datePreset for all calls unless the user specified a date range. Use `default_creative_limit` from settings as the limit unless the user specified otherwise.\n\n### 1c. Pull Performance Data\n\n**The SPEND call must come first** (it returns goalMetric and spendThreshold). Then dispatch remaining calls in parallel.\n\n1. `get_auth_context()` — resolve workspace\n2. `get_creative_insights(workspaceId, insightType=\"SPEND\", datePreset=\"LAST_30_DAYS\", limit=10, withAggregatedInsights=true)` — spend leaders + account-level aggregates\n\n→ Extract `goalMetric` and `spendThreshold` from the response. Use goalMetric for all efficiency-sorted calls.\n\n3. `get_workspace_brand(workspaceId)` — brand positioning, voice, constraints, creative do's/don'ts\n4. `get_creative_insights(workspaceId, insightType=goalMetric, datePreset=\"LAST_30_DAYS\", limit=10)` — efficiency leaders by workspace goal metric\n5. `get_creative_insights(workspaceId, insightType=\"SCALING\", datePreset=\"LAST_30_DAYS\", limit=10)` — what's scaling\n6. `get_creative_insights(workspaceId, insightType=\"HOOK\", datePreset=\"LAST_30_DAYS\", limit=10)` — best hooks\n7. `get_glossary_values(workspaceId, includeCreativeIds=true)` — creative taxonomy\n8. `get_demographic_breakdown(workspaceId)` — audience insights\n\nThen pull transcripts from the top 3 performers for hook/format reference:\n9. `get_creative_transcript(creativeEntityId, creativeOrigin)`\n\nIf the raw input references competitors or specific brands:\n10. `get_workspace_competitors(workspaceId)` or `search_brands(query, workspaceId)` or `get_brand_by_domain(brandUrl)`\n11. `get_inspo_creatives(brandId, workspaceId, limit=10, sort=\"NEWEST\")` — competitor creative reference\n12. `get_inspo_brand_context(brandId, workspaceId)` — competitor strategy\n\n---\n\n## Phase 2: Analysis\n\n### 2a. Extract Ideas from Raw Input\n\nIf raw input was provided, parse it for:\n- **Explicit creative ideas** — \"we should try...\", \"what about...\", \"I saw this ad that...\"\n- **Implicit opportunities** — pain points mentioned, audience insights, product angles\n- **Strategic directions** — messaging shifts, new audiences, format experiments\n\nIf raw input is empty or minimal, skip to Phase 2b — the performance data becomes the primary source.\n\n### 2b. Map the Strategic Landscape\n\nUsing the Creative Strategy Engine framework:\n\n**Step 1: Identify the Primary Anchor**\n- Is the brand pain-led (solving a functional problem) or desire-led (aspirational)?\n- What are the core pain/desire buckets?\n\n**Step 2: Map Personas**\n- For each relevant pain/desire, identify 3-5 persona segments\n- Define each by: demographics, psychographics, and how they experience this specific pain/desire differently\n\n**Step 3: Define Messaging Angles**\n- For each pain × persona intersection, define the core conversational truth\n- Not marketing copy — real language a real person would say\n- Answer: How does THIS person experience THIS pain? What do they REALLY want? What would they doubt?\n\n**Step 4: Determine Awareness Coverage**\n- Which stages need content? Check existing creative coverage via glossary.\n- Prioritize based on budget signals from the data (high spend = scaling budget, invest in unaware; lower spend = focus on problem/solution aware).\n\n### 2c. Ground Each Idea in Performance Data\n\nFor each idea or direction:\n- Does the account data support this direction? Which metrics? Which creatives?\n- Has something similar been tried? Check glossary tags for existing coverage.\n- What audience responds to related approaches? Cross-reference demographics.\n- What gap does this fill in the taxonomy?\n\n### 2d. Analyze Winning Patterns\n\nFrom performance data + glossary:\n- Which glossary categories correlate with top goalMetric?\n- Which hooks appear in scaling creatives?\n- What messaging patterns do top performers share?\n- What combinations haven't been tried (coverage gaps)?\n\nFrom competitor data (if available):\n- What approaches are competitors running that the account doesn't show?\n- What formats or hooks are converging across the industry?\n- Where are competitors leaving white space?\n\n### 2e. Identify Audience Tensions\n\nFrom brand context and performance patterns, derive 2-3 specific audience tensions:\n- What specific moment does the audience struggle with?\n- What belief does the audience hold that the product challenges?\n- What emotional state is the audience in when most receptive?\n\n---\n\n## Phase 3: Strategy\n\n### 3a. Select Creative Mechanics\n\nFor each concept direction, choose a creative mechanic — the structural mechanism by which the concept delivers the truth to the viewer:\n\n- **Implied Answer** — Visual silently answers a question the hook posed\n- **Social Witness** — Third party's reaction validates the product\n- **Trojan Horse** — Ad looks like content until the product appears\n- **Reframe** — Flips the viewer's existing belief by the end\n- **Contrast Without Comment** — Shows two realities without editorializing\n\nThe mechanic shapes what kind of hook you write and what visual format executes the concept.\n\n### 3b. Map Strategic Positions\n\nFor each concept, define:\n- **Pain/Desire anchor**: What pain or desire does this address?\n- **Persona**: Who specifically is this for?\n- **Messaging angle**: What's the core conversational truth?\n- **Awareness stage**: Where in the funnel does this live?\n- **Creative mechanic**: How does the concept deliver the truth?\n\n---\n\n## Phase 4: Direction\n\n### Concept Card Structure\n\nFor each concept, produce:\n\n**Title** (2-5 words) — Strategic essence, not execution description.\n\n**Format** — Creative format + production style + visual structure. Chosen intentionally — explain why this format serves this concept.\n\n**Messaging Angle** — The consumer motivation being communicated. Specific to this brand.\n\n**Intended Audience** — Specific enough to guide casting, tone, and message. Anchored to a tension from Phase 2e.\n\n**Hook** — The tactic (from hook-tactics library) AND the verbatim opening line.\n- Video: conversational, builds into narrative, reads naturally spoken aloud\n- Static: scannable headline, 5-8 words, complete on its own\n\n**Why It Can Work** — 1-2 sentences connecting to behavioral insight or performance pattern. Must reference specific data.\n\n**Reference Creatives** — 1-2 own top performers and/or competitor examples that inform this concept.\n\n**Production Difficulty** — Low / Medium / High.\n\n**Source** — Which part of the raw input inspired this concept (if applicable).\n\n**Data Grounding** — What performance data supports this direction.\n\n**Strategic Position** — Pain × persona × awareness stage from the framework.\n\n### Generation Rules\n\n- Every concept must be grounded in at least one data point from Phase 2\n- At least 2 elements must vary across concepts (audience, angle, format, hook tactic)\n- No concept should replicate an existing ad from the account\n- Each concept must pass the quality bar from concept-standards.md\n- If `--focus` is specified, at least 2 concepts should emphasize that dimension\n- Lead with the strongest or most differentiated concept\n\n### Quality Bar\n\nEvery concept must pass:\n- **Pain point specificity**: Built around a specific lived experience, not a product feature\n- **Strategic coherence**: Audience, message, format, and hook all align\n- **Differentiation**: Couldn't be used by a competitor without modification\n- **Format ambition**: Format chosen intentionally, contributes to persuasion\n- **Persuasive sharpness**: Hook creates tension, viewer feels personally implicated\n- **Testable hypothesis**: \"Why it can work\" is specific enough to succeed or fail clearly\n- **Producible**: Creative team could execute without major clarification\n\n### Handling Thin Context\n\nIf brand context is sparse or performance data is limited:\n- Use direct response fundamentals to fill gaps\n- Lean on category knowledge and proven structures\n- Do not caveat, apologize, or flag missing context\n- Concepts should be indistinguishable in quality from fully-informed outputs\n\n---\n\n## Phase 5: Articulation\n\n### Output Format\n\n**Input Summary** (2-3 sentences)\nWhat the source material contained and what ideas emerged. Skip if no raw input.\n\n**Concept Cards** (count × cards)\nEach following the format above.\n\n**Recommendation**\n\"I'd brief **[Concept X]** and **[Concept Y]** first — [data-grounded rationale for each].\"\n\n**Strategic Map**\nShow where these concepts fit in the pain × persona × awareness stage matrix. Identify remaining gaps for future ideation.\n\n### Close\n\n\"Want to turn any of these into a production brief? Run `/build-brief` with the concept, or I can develop it further.\"\n\n---\n\n## Error Handling\n\nRead `${CLAUDE_SKILL_DIR}/../creative-strategist/references/error-handling.md` for degraded mode and error handling guidance.\n"
}