Week 7 Homework - Adapt a winning ad into new formats (Sprint #2)

• Build an ad production brief to iterate on a winning concept from Week 6, turning it into a new visual format.
• Continuing with the brand & persona from last week’ homework, choose one of the tiers of iteration from Dara Denney’s week 3 session to guide your brief:
  • A quick iteration
  • A post-production adaptation
  • Or a full new production
• Use our guide + templates here to cover all the key steps and see an example.
• 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-7 in Slack. Check out Ed's video above for more info.

Full instructions and extra tips

Make sure to watch the video above for a full walkthrough and example brief.

Last sprint you were in explore mode, figuring out a new persona with conviction but no proof yet. This week the story continues.

That brief worked. Your persona landed. Your boss has seen the data and the verdict is: let's max this out. You're no longer asking whether this direction is right. You know it's right. Now your job is to scale it as fast and as smartly as possible.

 

Your situation this week

Whichever persona you tested last week, it did numbers. The ad found traction — strong thumbstop, the messaging angle landed, and the data is telling you this audience is real. Your boss wants more.

Your mission: take that winning concept, prioritize an iteration, and build a brief that scales it.

 

How to do it

You’re using the same brand and persona as last week (your own brand, a client, Motion, Jones Road, HexClad, or Ridge). The evidence carries over and you're building on what you already know.

 

Build your case

Same structure as last week — context, hypothesis, persona, evidence, testing variable. But the framing shifts this week.

You're not asking "will this work?" You already know it works. You're asking "how do we get more out of what's already working?"

That's where Dara's framework from Week 3 comes back in. When you have a winning concept, you think in tiers: What can you get out the door fastest, what requires a little more production lift, and what's the biggest lift but might yield even bigger payoff.

We highly recommend rewatching Dara’s session from Week 3 (search your email for “Week 3 Recording”) to review the tiers and the thought process for prioritization. Essentially, we’re doing a mini creative roadmap for this winning concept.

The goal isn't to keep testing whether the concept works. It's to build a system around it. One winning concept, adapted into new formats as efficiently as possible. You're building a replication engine.

 

Write the brief

Pick an iteration and write a brief for it. This guide has several brief templates. Pick the one that works for your concept, or adapt it to suit it best.

Our example uses a note-style format adaptation of a winning script, inspired by a real example Jade (Heights) shared in last week’s session. Use that as your reference for what a finished brief looks like.

 

Package it and post it

A very similar final document as last week. Drop it in #homework-week-7. We want to see your prioritization thought process: the context, hypothesis, evidence, and the brief.

The skill you're building this week is (arguably) the most important one for a creative strategist: Taking something that worked, and prioritizing iterations efficiently to speed up your creative velocity one brief at a time.