# Creatine Ad Briefs → Asset Map

Every ad brief mapped to the specific existing PDP slide, product photo, or new slide it should be built from. Designers adapt these assets — crop, add hook text overlay, adjust for feed/story ratio.

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## Static Ads

### TOF (6 ads)

| # | Brief | Primary Asset | Secondary Asset | Designer Action |
|---|-------|--------------|-----------------|-----------------|
| 1 | "Toned, Not Bulky" | `pdp-v2/02-benefits.jpg` (woman in athleisure + product) | `pdp-v2/15-who-its-for.jpg` (Tone Seeker ICP) | Crop to 1080x1350, overlay hook text "Creatine isn't for getting bulky. It's for getting toned." at top |
| 2 | "1% Per Year" | `pdp-v2/05-stats.jpg` (has all key numbers) | `hero/creatine-sparkling-berry-lemonade-hero-ai-01-1080x1080.jpg` | Isolate the stat visual, add "1%" as dominant element, product in lower third |
| 3 | "Brain Supplement" | `pdp-v2/19-brain-benefits.jpg` ("THE BRAIN DRINK" + 2.5x stat) | — | Already has the hook built in. Crop/adapt for feed. Add "Wait, creatine is a BRAIN supplement?" as hook overlay |
| 4 | "Brain Fog" | `pdp-v2/19-brain-benefits.jpg` | `new-slides/21-wfh-3pm-upgrade-1080x1080.png` (WFH desk scene) | Use WFH scene as background, overlay "Brain fog has a clinical answer now." + product |
| 5 | "Gym Bros" | `pdp-v2/11-before-after.jpg` (chalky vs sparkling split) | `lifestyle/creatine-glutone-lifestyle-ai-gym-1080x1350.jpg` | Before/after slide IS the ad. Add hook text "The supplement gym bros accidentally got right" |
| 6 | "Your 3pm" | `new-slides/21-wfh-3pm-upgrade-1080x1080.png` | `new-slides/lifestyle-wfh-desk-1080x1350.png` | WFH desk scene + "Your 3pm is powered by creatine. Or it should be." overlay |

### MOF (4 ads)

| # | Brief | Primary Asset | Secondary Asset | Designer Action |
|---|-------|--------------|-----------------|-----------------|
| 7 | "We Dissolved It" | `pdp-v2/17-solubility-proof.jpg` (40x soluble, side-by-side glasses) | `pdp-v2/11-before-after.jpg` | Solubility slide IS the ad. Add hook "The reason you quit creatine? We dissolved it." |
| 8 | "Zero Zero Zero" | `pdp-v2/09-zero.jpg` ("ZERO BLOAT. ZERO GRIT. ZERO EXCUSES.") | — | This slide IS the ad — already has the exact hook text, product shot, and CTA. Use as-is or light crop |
| 9 | "Monohydrate Does 1" | `pdp-v2/18-replaces-three.jpg` ("ONE SACHET REPLACES THREE") | `pdp-v2/04-ingredients.jpg` ("EVERY GRAM HAS A JOB") | Replaces-three slide for the visual argument. Add hook "Your monohydrate does 1 thing. This does 3." |
| 10 | "Women 2.5x" | `pdp-v2/19-brain-benefits.jpg` (has 2.5x stat prominently) | `pdp-v2/05-stats.jpg` (has 2.5x in the grid) | Brain benefits slide with "Women respond 2.5x more than men. The data is in." as hook |

### BOF (2 ads)

| # | Brief | Primary Asset | Secondary Asset | Designer Action |
|---|-------|--------------|-----------------|-----------------|
| 11 | "INR 40/day" | `pdp-v2/08-value.jpg` ("3 SUPPLEMENTS. 1 SACHET. ₹50/DAY") | `hero/creatine-glutone-hero-ai-01-1080x1080.jpg` | Value slide IS the ad. Tight crop, "INR 40/day. Pop, sip, done." hook |
| 12 | "Trust Transfer" | `pdp-v2/10-trust.jpg` ("TRUSTED BY 200,000+ INDIANS") | `new-slides/24-cross-sell-ecosystem-1080x1080.png` | Trust slide + cross-sell ecosystem visual. "You trust SETU for skin. Now try muscle + brain." |

---

## Carousels

### Carousel 1: "Why 3 Ingredients" (TOF)

| Slide | Asset | Adaptation |
|-------|-------|------------|
| 1 (Hook) | `pdp-v2/04-ingredients.jpg` | Crop to show "EVERY GRAM HAS A JOB" as opener |
| 2 (Problem) | `pdp-v2/11-before-after.jpg` | Left side only — the "chalky, gritty, bloated" half |
| 3 (Triple combo) | `pdp-v2/12-science-mechanism.jpg` | The mTOR activation diagram — shows all 3 ingredients and synergy |
| 4 (Proof) | `pdp-v2/05-stats.jpg` | The numbers grid — -18% body fat, 54% strength, 40x soluble, 2.5x cognitive |
| 5 (CTA) | `pdp-v2/08-value.jpg` | Price anchor — ₹40/day, 3 supplements in 1 sachet |

### Carousel 2: "Creatine Myths vs Facts" (MOF)

| Slide | Asset | Adaptation |
|-------|-------|------------|
| 1 (Hook) | `pdp-v2/15-who-its-for.jpg` | "WHO IS THIS FOR?" — opens the conversation about audience |
| 2 (Myth: bulky) | `pdp-v2/02-benefits.jpg` | Woman in athleisure = visual proof of "tone, not bulk" |
| 3 (Myth: gym bros) | `pdp-v2/19-brain-benefits.jpg` | Brain drink positioning = not just for gym |
| 4 (Myth: bloating) | `pdp-v2/17-solubility-proof.jpg` | Side-by-side dissolving proof |
| 5 (SETU difference) | `pdp-v2/06-comparison.jpg` | SETU vs THE REST comparison table |

### Carousel 3: "HCL vs Monohydrate" (MOF)

| Slide | Asset | Adaptation |
|-------|-------|------------|
| 1 (Hook) | `pdp-v2/03-differentiator.jpg` | "WHY HCL BEATS MONOHYDRATE" — already the perfect opener |
| 2 (Mono problems) | `pdp-v2/11-before-after.jpg` | Left side — chalky, gritty, bloated |
| 3 (HCL advantages) | `pdp-v2/17-solubility-proof.jpg` | 40x more soluble, fully dissolved |
| 4 (Triple combo) | `pdp-v2/18-replaces-three.jpg` | One sachet replaces three supplements |
| 5 (CTA) | `pdp-v2/01-hero.jpg` | Hero product shot with "FUEL. BURN. TONE." |

---

## Instagram Posts → Asset Map

| Post # | Pillar | Format | Primary Asset |
|--------|--------|--------|--------------|
| 1 | Reframed | Carousel | Slides: 19 (brain) → 05 (stats) → hero photo |
| 2 | Reframed | Reel | Lifestyle gym + kitchen-v2 (video brief for editor) |
| 3 | Reframed | Static | `pdp-v2/02-benefits.jpg` (tone, not bulk) |
| 4 | Reframed | Carousel | `pdp-v2/19-brain-benefits.jpg` + `new-slides/22-perimenopause.png` |
| 5 | Reframed | Static | `pdp-v2/05-stats.jpg` (1% per year stat) |
| 6 | Format | Reel | Product pour/fizz scene (video brief for editor) |
| 7 | Format | Static | `pdp-v2/17-solubility-proof.jpg` (side-by-side) |
| 8 | Format | Reel | `new-slides/21-wfh-3pm-upgrade.png` (daily ritual) |
| 9 | Format | Carousel | `pdp-v2/07-howto.jpg` (Pop. Sip. Done.) + `pdp-v2/11-before-after.jpg` |
| 10 | Format | Static | `hero/creatine-glutone-hero-ai-01-1080x1080.jpg` (both flavors) |
| 11 | Science | Carousel | `pdp-v2/05-stats.jpg` → `pdp-v2/19-brain-benefits.jpg` → `pdp-v2/12-science-mechanism.jpg` |
| 12 | Science | Carousel | `pdp-v2/12-science-mechanism.jpg` (mTOR diagram) → `pdp-v2/04-ingredients.jpg` |
| 13 | Science | Reel | `pdp-v2/03-differentiator.jpg` (2g vs 5g visual) |
| 14 | Science | Carousel | `new-slides/22-perimenopause.png` + `pdp-v2/05-stats.jpg` |
| 15 | Science | Static | `pdp-v2/12-science-mechanism.jpg` (p=0.017 stat) |
| 16 | Brand | Reel | Nihaal founder content (video brief) |
| 17 | Brand | Reel | Nihaal on formulation (video brief) |
| 18 | Brand | Carousel | `pdp-v2/06-comparison.jpg` + `pdp-v2/18-replaces-three.jpg` |
| 19 | Brand | Static | `new-slides/23-vegetarian-gap.png` (dal + creatine) |
| 20 | Brand | Reel | `new-slides/24-cross-sell-ecosystem.png` (SETU stack) |

---

## New Slides Generated (filling gaps)

| File | Angle | Use |
|------|-------|-----|
| `new-slides/21-wfh-3pm-upgrade.png` | WFH desk / 3pm energy | Ad Brief 4, 6 + IG Posts 8 |
| `new-slides/22-perimenopause.png` | Perimenopause wellness | IG Posts 4, 14 |
| `new-slides/23-vegetarian-gap.png` | Vegetarian creatine gap | IG Post 19 |
| `new-slides/24-cross-sell-ecosystem.png` | SETU product ecosystem | Ad Brief 12 + IG Post 20 |
| `new-slides/25-creatine-101.png` | What is creatine explainer | TOF educational content |
| `new-slides/lifestyle-wfh-desk.png` | WFH lifestyle photo | Ad Brief 6 background |

---

## Summary

- **10 of 12 ad briefs** use existing PDP v2 slides directly (just crop + hook overlay)
- **2 ad briefs** need new slides (WFH desk, cross-sell ecosystem)
- **All 3 carousels** built entirely from existing PDP v2 slides (15 slides, zero new assets needed)
- **12 of 20 Instagram posts** use existing PDP v2 slides or product photos
- **3 Instagram posts** use new slides (perimenopause, vegetarian, ecosystem)
- **5 Instagram posts** are reels (video briefs for editor, no static image needed)