Week 6 Homework - Unlocking a new persona (Sprint #1)

• Build an ad production brief for a new persona that your brand is targeting. Include context, research, and evidence using the skills we learned in weeks 1-5.
  • If you don’t work for a brand currently, you can use one of our partner brands.
• Read through our guide + templates here to cover all the key steps and see examples.
• Your submission can be a Google doc, Notion page, note or whatever format works best for you. Just make sure you include all the details outlined in this final document.

Once you’re done, share your doc in #homework-week-6 in Slack. Check out Ed’s video above to see everything included in the templates.

 

Companion resources to help

• Motion’s production brief templates
• Week 6 - Completed homework assignment example
• Runneth prompt library
• Recordings, decks, and docs from previous sessions
• Motion’s Guide to Briefing UGC Ads (video)
• To rewatch any live classes, check your email for the replay link. Tip: If you added the class to your calendar, just click on the link in your calendar. It will automatically open the recording.

Full instructions and extra tips

Make sure to watch the video above for a full walkthrough of this week's homework and an example we put together for Motion.

We've spent the first five weeks building your foundation. Sprints are where you turn it into muscle memory.

The homework from here is intentionally less structured. Creative strategy is ambiguous, and that's the environment you're practicing in. You're working with imperfect data, real constraints, and you have to make a call. And you have more tools to help: lean on your coaches, the Motion team, and your peers in Slack.

Sprint 1 is explore mode, figuring something out you don't have a clear answer on yet. Sprint 2 is about scaling what works. Sprint 3 takes a big swing, something bold that can open up a whole new world of growth.

As you're working through this homework, you might not have every piece covered (like robust ad account data, or a ton of context about the personas for our partner brands). That is 100% okay.

Not having ideal evidence isn’t a blocker, but you should at least know what kind of evidence you’d want in a perfect world.

The goal is to solidify everything you’ve learned by practicing the process.

 

Your situation this week

You launched a batch of ads targeting a new persona. Nothing hit. But you still have conviction in the direction (you've done the research, you believe in it) and you've convinced your boss to give you another crack at it.

Your mission: come back with a smarter brief. Grounded in evidence, built around a clear hypothesis, and ready to hand off to whoever is making your ad.

 

How to do it

Choose your brand and persona. Use your own brand, a client, or one of our partner brands. We've picked uncracked personas for Jones Road, HexClad, Ridge, and Motion:

• Jones Road: Gen Z women interested in everyday sunscreen
• HexClad: college students looking for easy-to-clean pans
• Ridge: male teenagers into sports-themed wallets
• Motion: UGC creators who want to use Motion as a value-add for their clients
• If you work at a brand or agency, use a real persona you're actually trying to crack.

Build your case. Before writing the brief, document your context, hypothesis, evidence, and testing variable. This full guide walks through each section with tips and links back to past sessions.

Use Runneth and this prompt library to help with persona research.

Tip: If you don't have ad data to break down on your specific brand, look for longest-running ads in Inspo — run time is a real signal, it’s not perfect, but it’s better than guessing.

Write the brief. There are five templates in the guide that cover the different details you need. Pick the one that fits your concept and adapt it as needed.

Haven't watched our guide to UGC briefing yet? Now's the time.

Package it and post it. Fill in the final document from the Notion guide to pull your case together with your brief. Share that in #homework-week-6 in Slack.

Check out this completed example as a reference. Yours won’t look exactly the same, but it’ll give you a good idea of the key areas to cover.