Creative Generation
Build an entire playable or animated banner from a brief, a video ad, a Photoshop file, or a template, with CRAFTSMAN INTELLIGENCE doing the building.
Creative Generation builds a whole creative for you. Instead of editing something that already exists, you describe the ad you want, or hand over a source like a video ad, a Photoshop file, or a template, and INTELLIGENCE creates a new project and builds it scene by scene.
This specialty takes action. It creates the project, adds scenes and layers, generates any assets that are missing, and checks its own work with screenshots as it goes. When it is done you have a normal PLAY project you can open, review, and refine like any other.
Creative Generation is the starting point. Once a creative exists, the Builder Agent handles changes to it, Feature Generation adds custom features, and Asset Generation produces individual images and sounds.
How It Works
There are two ways to start.
From the New Project Window
Click New Project, pick a project type (Playable or Animated Banner), and stay on the Generate tab, which is selected by default.
Prompt — Describe your concept in detail. This is the only required field. Click the wand to have the assistant rewrite your prompt into a more detailed version before you generate.
URL (Optional) — A website or App Store URL. The assistant reads the page for names, copy, prices, and imagery to work from.
Add Assets & Files — Pick assets from your Asset Library or drop files onto the window. Assets are used in the build. Other files, such as a brief or a reference image, are used as context.
Artboard Size — Animated banners only. Playables default to 2:1.
Give the project a name, choose a folder, and click Generate. The project is created and opens in the PLAY editor, the chatbot opens alongside it, and your prompt is sent as the first message of a new chat. The build starts right away.
From the Chat
Open CRAFTSMAN INTELLIGENCE and describe what you want, or click the Creative Generation card and choose a template prompt. If you are already inside a project, the assistant builds into that project. If you are not, it walks you through creating one first.
Watching the Build
A creative is built one scene at a time. The thinking indicator shows each step as it happens, such as "Generating 3 images" or "Taking a screenshot", and you can expand it to follow along. After each scene the assistant captures a screenshot to check the result before moving on.
You do not have to wait silently. Type while the build is running to add direction, for example "make the end card darker" or "use the second level as the hook". The assistant picks up your message between steps. Click Stop at any time to end the build and keep what has been made so far.
What You Can Generate
Generate a Playable
Describe the game or experience you want and the assistant builds it from scratch: a hook, gameplay, and an end card with a call to action. Be as specific as you can about the mechanic, the product, the mood, and the orientation.
"Generate a match-3 playable for a candy shop app. Bright, playful, portrait, three moves, then an end card with a Download button."
"Build a two-scene playable for a fitness app: a quick tap-to-choose-your-goal intro, then an end card."
Generate an Animated Banner
Animated banners are single-scene HTML ads with a looping animation. Choose Animated Banner as the project type, set the artboard size, and describe the banner.
"Generate a 300x250 banner for a summer sale. Product shot on the left, headline and CTA on the right, subtle looping shine."
Banners have limits that playables do not. They cannot include audio, layer effects, transparency on image or video layers, or gradient fills. If your brief asks for one of these, the assistant tells you and leaves it out.
Generate a Playable from a Video Ad
Attach a video ad (MP4, WebM, or MOV, up to 100 MB) and ask for a playable.
"Generate a playable from this video ad."
"Build a playable from this video. Portrait, and use the boss fight as the hook."
Generate a Playable from a Photoshop File
Bring your Photoshop design into PLAY with Photoshop Import, which turns each artboard into a scene and each layer into a native PLAY layer. Then ask the assistant to turn the imported design into a playable. It works with the layers you imported, adding the animations, interactions, and end card that make the design playable.
"Turn my imported Photoshop scenes into a playable. Scene 1 is the intro, scene 2 is the end card."
Reskin a Template
Start from an existing template instead of a blank brief. In the New Project window, open the Template tab, browse the carousel, and click a template to open its preview. Click Use Template to bring it back into the window as your selection. Add a URL and any assets you want the template to use, then click Create From Template.
The assistant opens the new project and swaps the template's artwork for yours, matching each of your assets to the element it should replace. Anything it cannot match, it offers to generate in the style of the assets you provided.
"Reskin this template with the assets from my app store page."
Providing Context
The more the assistant knows about your product and brand, the closer the first build lands.
URL — Share a website or App Store listing. The assistant pulls names, descriptions, prices, and imagery from it.
Asset Library assets — Attach the assets you want used. The assistant checks your library for a fit before generating anything new.
Uploaded images — Attach reference images so generated artwork matches your style, palette, or characters.
Files — Attach a brief, brand guidelines, or storyboard as a PDF for the assistant to read.
See Attachments for everything you can attach and how.
Template Prompts
Click the Creative Generation card in the chat panel to send any of these with one click:
Generate a Playable.
Generate an Animated Banner.
Generate a Playable from a Video Ad.
Generate a Playable from a Photoshop file.
Reskin a Template.
Tips
Lead with the mechanic. "A tap-to-catch game" gives the assistant far more to work with than "an engaging playable".
Say the orientation. Portrait and landscape builds are laid out differently. If you do not say, the assistant chooses based on your brief or, for videos, the video's aspect ratio.
Use the wand. If your prompt is a sentence, let the assistant expand it before you generate. You can still edit the result.
Steer, don't restart. If a scene goes the wrong way, say so while the build is running rather than stopping and starting over.
Refine with the Builder Agent. Once the creative exists, ask for changes in the same chat. Every edit is one undo step in the editor.
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