The Spark
Social-first video concept generation.
"Social isn't a channel. It's a behaviour. Content that works on social works differently than content that works elsewhere."
The Core Insight
The Spark takes a creative territory and generates platform-specific video concepts for TikTok, Reels, Shorts, and LinkedIn. This is not repurposing. It's native thinking for native platforms.
Why Social-First Matters
Most social content starts somewhere else: TV spots cut to 15 seconds, print ads reformatted as statics. This fails because it's designed for passive viewing and forced into active-scroll environments.
Platform Behaviours
| Platform | Behaviour |
|---|---|
| TikTok | Discovery-driven. Sound-on. Trend participation. Authenticity over polish. |
| Instagram Reels | Interest-based. Aesthetic matters. Mix of sound-on/off. |
| YouTube Shorts | Search context. Slightly longer attention. Long-form crossover. |
| Professional. Sound-off dominant. Authority and insight valued. |
How It Works
Input: Creative territory (from Forge or manual), platform selection, format preference, duration.
Format Options
| Format | Best For |
|---|---|
| Hook-Driven | Awareness |
| Tutorial/How-To | Consideration |
| Behind-the-Scenes | Connection |
| Trend-Jacking | Relevance |
| Testimonial/UGC-Style | Conversion |
Output
Three distinct concepts per run:
Concept Title: Memorable name
The Hook: First 1-3 seconds
Narrative Arc: Hook to payoff
Visual Treatment: Look and feel
Platform Notes: Specific adaptations
The Creative Sliders
Inherited from The Forge: Tone, Edge, Era, Energy. Moving sliders produces noticeably different concepts from the same territory.
"The best social content doesn't feel like advertising. It feels like content worth sharing."