ANDROMEDA - the creative engine

The brain that decides what creative to make before anything gets produced. It generates a wide, diverse batch of distinct concepts (never variations of one idea), sizes the batch to budget, and briefs them across the production pipeline. Promoted from a principle to a skill on 2026-06-03; mirrors the "meta creative engine" in the ExampleBrand Notion.

The brain (read before reasoning)

• reference/concept-matrix.md - persona x angle x offer; generating at scale; desire-vs-painpoint; jewellery/ExampleBrand adaptation.
• reference/formats-and-production.md - production split, UGC rules, evergreen-first, brand-vs-DR, the AI-creative-returns caution.

Pipeline

0. SCOPE     brand? budget / TRINITY spend tier (sets batch width)? a product set or the full catalogue?
1. INPUTS    pull personas (brand doc or survey), products (catalogue), and ideate angles
2. MATRIX    build persona x angle x offer concepts; dedupe to genuinely distinct ideas/cohorts
3. WIDTH     size the batch to budget + spend tier; rank concepts by fit/expected value
4. FORMATS   assign formats per concept against the production split; flag evergreen vs seasonal
5. BRIEF     output concept briefs (persona + angle + offer + formats + hook direction)
6. HANDOFF   route to /model /style /ugc /product-ugc /packshot /static-ads; tag concepts for KPI

House rules

• Distinct concepts across distinct cohorts, never one idea re-skinned. Width sized to budget.
• Tag every concept so produced ads can be KPI'd by concept (the creative feedback loop).
• Evergreen-first for jewellery (winners can run for years - build the compounding library).
• AI for context (mood/lifestyle/models), real photography or faithful packshots for the actual

product in a visual vertical (returns risk). No em/en dashes (memory no-em-en-dashes).

Handoffs

Production: /model, /style, /ugc, /product-ugc, /packshot, /static-ads. Placement: TRINITY (Meta) and ARGUS (Google Shopping). Economics: MIDAS. Competitors: /ad-spy.