What are you making, and how should it feel?

Tagline

Short hook / one-liner

Headline

Campaign or article headline

Body copy

Long-form ad / editorial

Social post

Caption / thread / short unit

Email subject

Open-rate-shaped subject lines

Ad script

VO / spot / video script

Case study

Campaign breakdown / precedent

Brand statement

Manifesto / positioning

Concept

Raw creative concept / moodboard