Imperial AI

Creative Experiment Pack

B-001 Brief · Kinora

02 · Creative Brief

B-001 · Kinora

Production-ready brief — hypothesis, stimulus DNA, hooks, kill/success. MD is source of truth.

Hypothesis H-009 Rank 1 of 4 required Format UGC video (15–25s vertical) Channel Meta (Reels / Feed — prefer Reels) · prospecting (Broad or LAL — not RT)

Needle-mover V2 adjacent from H-001 Persona (35–50 “getting back in shape”; keep peer-testimonial proof type; change who + hook + face)

Fair spend $150 (or 5k imps)

Kill After fair spend, CPA > $23.40 and ROAS < 5.49 → falsify H-009

Success CPA ≤ $13.26 or ROAS ≥ 9.41

Hypothesis

If: we show a 35–50 creator reclaiming energy/fitness in a peer testimonial
For: adults restarting a wellness habit (not 18–24 gym-bro default)
Then: prospecting CPA will stay near or below the H-001 winner band (≤ $13.26 or ROAS ≥ 9.41)
Because: H-001 proved lived-result UGC works on cold broad, but that persona cluster is unexpanded — a new persona + hook opens learning without cloning the V1 Entity-ID.

Stimulus DNA (2–4 key variables)

Variable	This test	Held constant?
Angle / claim	Social proof / lived result (energy, consistency)	yes (from H-001)
Hook	“I didn’t recognize my energy at 2pm until week two.”	no
Persona / casting	35–50 “getting back in shape”; new face (not H-001 UGC)	no — needle
Format / setting	UGC vertical; home/walk (not same V1 set if known)	format yes; setting no

Darwin rule: change the needle-mover only (or one new dimension). Same opening + same claim + same format = clone — do not brief.

Audience / persona

35–50, used to feel sharper / more consistent, slipped after work/kids/stress. Wants performance wellness that fits real life. Skeptical of “hardcore athlete” ads; trusts peers who look like them.

Angle

Social proof / lived result (energy, consistency, “I actually stuck with it”) — not transformation grid, not hard medical claims.

Hook (first 3s / headline)

Primary“I didn’t recognize my energy at 2pm until week two.”
Alt A“If you’re starting over after 35 — watch this.”
Alt B“Not a 22-year-old gym ad. Just what finally stuck.”

Body / frames

0–3s: Creator on camera (natural light, real home/kitchen or walk) — deliver primary hook. No product yet.
3–10s: One concrete ritual moment (morning mix / capsule with water / bag-in-gym) + overlay: “Simple. Daily. Mine.”
10–18s: Talk to camera: what was hard before + what changed in plain language (only approved claims). One peer-proof line OK (“my partner noticed…”).
CTA: “Start with the daily — Shop now.” Pack shot last 2s.

Visual / casting direction

Person / faceNew creator — visibly 35–50 range; not the H-001 UGC face if that creator is known.
SettingHome / office-adjacent / neighborhood walk — not same set as live UGC V1 if known.
ProductHero SKU label readable once; no competing SKUs.
Text overlaysHook + “daily ritual” — avoid before/after body grids unless brand legal approves.

Must-avoid · clone risk

Same opening line as UGC Testimonial V1; same face; same “week one I noticed…” cadence if that’s V1’s signature; founder talking-head costume (H-007); lifestyle-only static (H-004 dead).

Offer / CTA

No hard countdown required · CTA copy: “Shop Kinora daily” · Landing: Hero PDP (URL from kickoff)

Proof / claims (approved only)

ClaimsRoutine / energy / consistency language only if brand legal approves.
LegalNo disease claims; no guaranteed body-comp outcomes; stick to kickoff-approved claims sheet.

Asset checklist before upload

Distinct concept vs live ads (Entity-ID sameness checklist passed)
New hook or person or setting or format (ideally ≥2) — persona + person + hook required
Needle-mover named above; constants listed
Naming: Kinora_H-009_UGC_energy-at-2pm