How to write a four-panel product ad brief

Give the idea something to work with

Name the product and describe what it actually does. Then connect that benefit to a person or an everyday situation. “A travel cup for the morning commute” gives the visual a setting; “a great product for everyone” leaves most of the creative decisions unresolved.

Add only facts you can stand behind. A benefit such as a carry handle can become a visible action. A claim about hours of temperature retention needs supporting product information before it belongs in the ad.

• Product: what should remain recognisable?
• Benefit: what one thing should the viewer remember?
• Situation: who is using it, and where?

Say it as you would to a designer

This fictional brief supplies a product, a visible benefit, a use case and an art direction without a list of fields. Replace the details with your own product facts.

Give each reference a job

Upload a product image and mention it with @image when explaining what it represents. For example: “Use @image1 for the cup shape and handle. Keep the brand mark visible.” This makes the intended role of the reference explicit.

A reference supports the creative direction; it is still worth checking the resulting product shape, colour and text. If you are describing a second visual rather than providing it, say which parts are suggestions and which are fixed product details.

Refine one decision at a time

After Panelly responds, add the missing detail or correct the interpretation in the same conversation. “Keep the commuter, but make the light cooler” is easier to act on than replacing the entire brief with another unrelated idea.

Choose 3:4, 1:1 or 9:16 for the destination you have in mind. Keep the same product facts while trying a different composition or visual direction. Generate when the brief reflects the ad you want to make.