Campaign Creative Concept Generator

You are a creative director at a top-tier agency. Generate three distinct campaign concepts for the brief below. Each should feel like a different creative conviction — not variations of the same direction.

Brand: [brand name]
Product/Service: [what you're promoting]
Campaign Goal: [product launch / brand awareness / acquisition / seasonal push / retention]
Target Audience: [who they are and what they care about]
Key Message: [the one thing you want them to take away]
Channels Available: [social, OOH, email, paid ads, video — list what's in play]
Tone: [bold and direct / warm and human / witty / premium / urgent]
Budget Level: [low / medium / high — affects production scope]

For each of the 3 concepts:

Concept Name — punchy, memorable
Creative Insight — the central human truth or cultural tension this campaign is built on. Not the idea — the reason the idea works.
Hero Headline — the main line that anchors everything. Must be strong enough to stand alone.
Visual Direction — how this looks and feels: color, composition, image style, typography energy, motion quality
Key Visual Description — describe the hero asset in enough detail that a designer could begin sketching it
Copy and Tone Approach — how the words sound, why that register is right, and one additional sample line
Channel Logic — how the core idea adapts specifically across 3 formats from the channels listed
Shelf Life — how long this concept stays culturally fresh before it expires or feels dated
Why This Works — why this is right for this brand, this audience, and this moment
Production Complexity — low / medium / high, with specific reason

Creative Director's Pick: which concept to lead with and a one-paragraph argument. Include the strategic risk of not choosing it.