# Playable ad brief template

Copy this file into your project and replace every bracketed prompt. Delete fields only when you have explicitly decided they do not apply.

## Ownership

- Studio: [name]
- Game: [name]
- Store URL: [URL]
- Production owner: [name or role]
- Creative approval owner: [name or role]
- Technical approval owner: [name or role]
- Contact name: [name]
- Contact email: [email]

## Evidence and objective

- Current creative URL or attachment: [reference]
- What is known about it: [source, asset version, dates, network/placement, audience, geography, and metric definition where available]
- Creative hypothesis: [For audience/context X, creative choice Y is expected to affect observation Z]
- Decision this work should support: [keep / iterate / replace / investigate / other]
- What the playable must not imply: [product, rights, brand, or policy boundaries]

## Interaction

- Opening promise: [what the viewer should understand before input]
- First action: [tap / drag / swipe / choose / other]
- Correct feedback: [observable response]
- Incorrect feedback: [observable response]
- Progress: [how the viewer sees movement toward an outcome]
- Win or completion state: [observable state]
- Fail state, if used: [observable state and recovery]
- CTA label and destination: [copy and approved URL]
- CTA timing and host behavior: [when it is available and required integration]

## Assets and rights

- Game build or captures: [location and version]
- Layered art/source: [formats and location]
- Animation states: [list]
- Audio: [files, rights, and sound-on rules]
- Fonts: [files and licenses]
- Copy and localization source: [owner]
- Brand rules: [location]
- Known third-party code/assets: [list and permitted use]
- Missing production assets: [list]

## Production scope

- Master: [one-sentence definition of the original interaction]
- Qualified variants: [ID + exact changed dimension for each]
- New-master triggers: [changes that require re-estimation]
- Language(s): [list]
- Orientation(s): [portrait / landscape / both]
- Representative viewport(s): [list]
- Target network product(s) or upload route(s): [exact names]
- Source delivery: [what editable source is returned]
- Package delivery: [file names/formats]
- Timing constraint: [date and dependency, not an unsupported promise]

## Review and acceptance

- Review points: [brief / interaction / master / variants / exports]
- Included revision boundary: [what can change within the accepted brief]
- Load/lifecycle checks: [list]
- Interaction checks: [list]
- Responsive/orientation checks: [list]
- Audio checks: [list]
- CTA checks: [list]
- Package/network checks: [list plus official source and checked date]
- Privacy/network-call/permission checks: [list]
- Known limitations: [list]
- Untested environments: [list]

## Campaign handoff

- Creative ID convention: [master / variant / locale / export]
- Campaign owner: [name or role]
- Primary observation and definition: [metric/event and formula]
- Guardrail observation: [downstream quality or risk]
- Attribution/reporting source: [system and window]
- Result owner: [who records the decision]

This template does not create a production agreement, network approval, or campaign-performance promise.