# creative-strategy-engine

A strategic framework skill that maps pain points and desires to personas across five awareness stages. It gives teams a structured matrix for creative messaging angles.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 529 installs · ★ 184
- Author: motion-team
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/motion-team/creative-strategy-skills/tree/HEAD/creative-strategy-engine/SKILL.md
- Updated: 2026-06-11
- HTML: https://affpapa.org/en/nevibecode/skills/creative-strategy-engine

## What it does

The framework structures ad strategy before any copywriting starts. It anchors the angle in either a functional problem (pain-led, the default) or an aspirational goal (desire-led, for luxury or status goods). Demographic targeting alone fails to convey value. This skill ties each target persona to a specific pain point so messaging explains why the product matters.

Next, the system maps these pain and persona intersections across five awareness stages, from unaware to most aware. That yields a clear matrix for campaign planning. Note that this skill delivers strategic architecture rather than ready-to-run ad hooks or video scripts. Execution relies on separate specialized tools.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add motion-team/creative-strategy-skills --skill creative-strategy-engine -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/creative-strategy-engine/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/creative-strategy-engine/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add motion-team/creative-strategy-skills --skill creative-strategy-engine -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/creative-strategy-engine/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add motion-team/creative-strategy-skills --skill creative-strategy-engine -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/creative-strategy-engine/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install motion-team/creative-strategy-skills creative-strategy-engine
```

2. **Manually: put the files in place**
- File: `.github/skills/creative-strategy-engine/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add motion-team/creative-strategy-skills --skill creative-strategy-engine -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/motion-team/creative-strategy-skills --path creative-strategy-engine
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/creative-strategy-engine/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add motion-team/creative-strategy-skills --skill creative-strategy-engine -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/motion-team/creative-strategy-skills/tree/HEAD/creative-strategy-engine/SKILL.md

## When to use it
- map customer pain points and desires to distinct personas
- select the primary strategic anchor between functional pain and aspirational desire
- distribute messaging angles across five stages of consumer awareness
- establish a systematic architecture for creative ad campaigns

## Example prompts
- Map pain points and personas for our noise-canceling headphones using creative-strategy-engine
- Help me determine whether our luxury mechanical watch should be pain-led or desire-led
- Build messaging angles across all five awareness stages for an acne treatment product

## Source text · SKILL.md · MIT

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````text
---
name: creative-strategy-engine
description: Strategic framework for mapping pain/persona intersections and messaging angles. Defines the structure for organizing creative strategy, not the tactics for execution. Use this when planning an organizational or systematic approach to creative strategy, or when a user provides a product and wants to define messaging angles, write strategic hooks, or execute ads in visual formats defined by awareness and decision stages.
---

# Creative Strategy Engine

This framework defines the strategic structure for organizing creative strategy using pain/persona-based messaging angles deployed across awareness stages.

**This resource provides STRUCTURE, not EXECUTION.** It teaches you how to map the strategic landscape, not how to write hooks or scripts. For execution, use specialized tools like Hook Writing or Script Writing.

## What This Framework Does

The Creative Strategy Engine is a system for:
1. Organizing your creative strategy around specific pain × persona intersections
2. Defining messaging angles for each intersection
3. Mapping those angles across the full funnel (5 awareness stages)
4. Creating a matrix of strategic opportunities for content creation

**Think of it as:** Your strategic architecture that other execution tools build upon.

## Core Framework Structure

```
Pain/Desire (Primary Anchor)
    ↓
Persona (Secondary - mapped to each pain/desire)
    ↓
Messaging Angle (Core truth for this intersection)
    ↓
Awareness Stages (5 stages from unaware → most aware)
    ↓
Creative Mechanic (How the concept delivers the truth — Creative Mechanics)
    ↓
Hook (Opening line that triggers the mechanic — Hook Writing + Hook Tactics)
    ↓
Visual Formats (Execution variations)
```

## Framework Hierarchy

1. **Primary Anchor:** Pain or Desire
2. **Secondary Mapping:** Persona
3. **Messaging Angles:** Core truth at each pain/desire × persona intersection
4. **Awareness Stages:** 5-stage funnel framework
5. **Creative Mechanics:** The structural mechanism by which the concept delivers the truth (execution layer)
6. **Hooks:** Tactical expressions of messaging angles, shaped by the mechanic (execution layer)
7. **Hook Tactics:** The specific format or frame of the opening line (execution layer)
8. **Visual Formats:** Format variations (execution layer)

---

## PART 1: STRATEGIC FOUNDATION

## Step 1: Determine Your Primary Anchor

**Default: Use PAIN as your primary anchor.**

Exception: Use DESIRE for aspirational/luxury products where there's no functional problem to solve.

### Why Pain/Desire is Primary
````
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