Idea Deep Dive

Once you've chosen a key visual, the Deep Dive develops the idea into a full strategic direction and execution plan built around it. It starts by itself — there's nothing to click — and the page updates when it's ready, usually in under a minute.

What's in it

• Strategic rationale, audience tension, and product role
• The big idea and its narrative
• Message architecture — a primary message with supporting points
• Activation phases with goals and activities
• Channel roles, content pillars, KPIs, and risks
• AI assumptions flagged for you to review

Built around your key visual

The chosen key visual's headline, concept and look are carried into the plan, so every activation uses it. Pick a different key visual and the plan is redone for it. Add a note and regenerate if you want a different take, then confirm to continue to the Execution Studio.