Big Ideas & Sketches

From the approved brief, the studio generates six strategically distinct routes — different in tension, mechanism, product role, message, and activation. No two share a core mechanism.

Research comes first

Before the six ideas, MarkieX researches the campaign: it reads your brief and Brand DNA, then checks the web for your product, how it may be advertised in your market, the proof that exists, your competitors and what your audience says. You see what it found — split into facts about your brand and insights about the category, each with its source link — and up to five questions only you can answer. Answer them or skip them (MarkieX says what it will assume instead); a question marked Needed before ideas must be answered first. Then generate the six. Each idea card shows the facts it rests on. Research usually takes under a minute and is metered like any other step.

Six different ideas, not six headlines

Before you see the six, a duplicate check compares them pair by pair. If two are really the same idea with a different headline or picture, the weaker one is replaced with a genuinely different idea on the same route — the others stay exactly as they are. When you regenerate or swap a single card, MarkieX shows it the other five so the new card doesn't repeat them. If anything still overlaps, or a route ends up with two cards, the page tells you.

The AI shortlist

Instead of leaving you to pick from six, a chief-strategist step reviews all of them and shortlists the strongest, ranked. Its #1 pick is pre-selected to carry into Key Visuals — you can always override by choosing another card. The shortlist size is configurable in the backoffice (3–6), and the selection is validated so no two chosen ideas share a route.

Rough key-visual sketches

Each route ships with a purposely-rough, black-and-white sketch of its strongest visual idea. It renders in the background — you'll see a "sketching…" placeholder that fills in as each one lands. The selected idea's sketch becomes the reference for the polished key visuals later.

The six ideas sit in a carousel with their sketches large in the middle — use the arrows, swipe, or click a side card to bring it forward. The icon at the top right switches to a grid of all six.

Steer each card

• Use this idea — override the AI and carry a different card into Key Visuals.
• Regenerate — redo one card on the same route; add a note on what's off and the AI addresses it.
• Swap route — replace a card with a different route from your campaign type's list.
• Regenerate — add a note and press Regenerate. Point at ideas by number ("#1, #2 and #5 aren't right") and only those are regenerated, each with your feedback; the others keep their content and sketches. A note about the whole set, or no note, makes a fresh set of six.