Key Visuals

The studio produces three key-visual directions for the approved idea. All three keep the same idea, audience, message, product role, approved claims and brand colours; each one shows it differently — a different creative device, main subject, setting and composition, and a different way the headline works with the image. There is no fixed template: MarkieX picks the approaches that suit this idea, industry, audience and brand, and compares the three before any image is made — one that is too close to another is rethought first. All three preview at the same 4:5 size so you can compare them fairly; other formats come later, in campaign materials.

Built on the sketch

Each direction says how it expresses the idea, what makes it different from the other two, its headline, supporting copy and CTA, and where the product and logo go. The rough sketch from the Big Ideas & Sketches stage guides what the idea means, while the directions are free to show it in new ways. The images render in the background; you'll see a "rendering…" placeholder that fills in, and the page refreshes itself as they land.

Pick a direction

The directions sit in a carousel — one in the middle, the others peeking at the sides. Use the arrows (or click a side card) to move between them. Select the strongest direction to continue to the Idea Deep Dive, which builds the execution plan around it.

Refine

• Regenerate this direction — on any card, with an optional comment. MarkieX reads it: a tweak ("warmer light", "product bigger") edits that picture, using it as the reference; a new idea ("not this concept"), or no comment, gives the card a fresh direction for the same role. The other cards stay as they are.
• Fix text contrast — free. Re-checks the text colour against the picture and re-sets the headline, sub-line and button; the picture itself doesn't change. New key visuals are checked this way automatically: the AI picks where the text goes, then the text colour is measured from the pixels underneath, with a soft gradient added when the area is too busy for any colour.
• Keep this direction — tick the ones you like, then Regenerate Unkept to replace only the rest.
• The kept visuals are sent to the image model as the reference, so the new ones belong to the same campaign — same look, palette and finish — while still being different directions.
• Add a note ("less clinical", "show the product in use") to say what should change in the ones you didn't keep.