# Asset Type: Campaign Lead

**Purpose:** Hero creative for a campaign — anchors the visual direction for all other assets
**Priority:** Critical — this image defines the campaign's entire aesthetic

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## What Makes a Campaign Lead Different

The campaign lead is NOT just another image. It is the **visual brief** that all other campaign assets reference for consistency. It sets:

- The lighting style for the campaign
- The color treatment and mood
- The subject/talent/environment direction
- The compositional language all supporting assets will mirror

Everything else in the campaign is derivative of this image. Get this right first.

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## Workflow for Campaign Lead

Because campaign leads require the highest aesthetic quality, the workflow is:

**Step 1 — ARIA generates the creative brief + Midjourney prompt**
Not the image itself. The brief.

**Step 2 — Human runs in Midjourney v7**
Current best tool for campaign-lead quality. No API available.

**Step 3 — Human returns output to ARIA**
ARIA reviews against aesthetic profile + consistency requirements.

**Step 4 — Approved image saved as campaign anchor**
Location: `products/<slug>/marketing/campaigns/<campaign-name>/lead.jpg`
All subsequent assets reference this file for consistency checks.

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## Campaign Lead Brief Format

When generating the Midjourney brief, output:

```
## Campaign: [Name]
## Product: [Product]
## Aesthetic Profile: [Primary style from profile]

### Midjourney Prompt
[Full structured prompt ready to paste]

### Art Direction Notes
- Lighting: [specific direction]
- Environment: [specific environment]
- Subject: [who/what is in frame]
- Color mood: [specific color direction]
- What to avoid: [from avoid list]

### Consistency Requirements for Follow-On Assets
- Match this lighting treatment: [description]
- Match this color grading: [description]
- Maintain this framing style: [description]
```

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## Quality Gate for Campaign Lead

This is the highest bar:
- [ ] Would this work as a magazine cover or premium brand campaign?
- [ ] Does it define a clear visual direction that can anchor 10+ follow-on assets?
- [ ] Does it perfectly embody the product's aesthetic profile — nothing generic?
- [ ] Have you saved it as the campaign anchor file?
- [ ] Has it been logged in the campaign visual consistency record?
