What it is
The PM-to-Design handoff for the current cycle. Pure creative direction.
Owner
Project Manager. Drafted when a new cycle is initiated. Snapshotted to Reference/History/Productions/{cycle-slug}/ when the next cycle starts.
Structure
- Frontmatter (cycle slug, status, launch date, ClickUp task)
- Brief — objective, platforms, languages, creatives provider, landing page, context
- Key Messaging table (primary, secondary, offer, CTA copy anchor, CTA button)
- Creative Instructions — voice anchor, HSAC compliance, capitalization rules, phrasing rules (project-specific)
- Scope of Work table — formats × variants
- Creative Assets table — every asset with file path + dimensions
- Copy Status — pointers to
copy-meta.md / copy-google.md with status
- Timeline — milestones with dates
- Links section
In v1, this file ballooned with Ad Matrix tables, technical refs, and status updates. v2 strips it to creative-direction only. The Design / Creative team doesn't need to know about pixel IDs or bid strategies.
Real Elmwood example
Key Messaging table:
| Priority |
Message |
| Primary |
Surrounded by Sky. Filled with Light. (canonical for V1) |
| Secondary |
A Final Release of 1, 2 & 3 Bedroom homes in Burquitlam, defined by light and elevation. |
| Secondary |
Now Selling: Upper Residences at Elmwood. |
| Offer |
Move in this Fall. First time home buyers save on GST. |
| CTA copy anchor |
Register |
| CTA button |
Learn More |
Creative Instructions excerpt:
- Voice anchor: Reference/brand-voice.md (v2.3 — locked 2026-05-05).
- HSAC compliance — end users only, no demographic steering language.
- Canonical bedroom mix: "1, 2 & 3 Bedrooms" (v1 carousel "1 & 2 Bedroom"
was a draft iteration — superseded by 2026-05-01 official drop).
- Capitalization rules:
- "Move in this Fall" (capital F) — primary text + descriptions
- "Move in This Year" (capital T-Y) — short Meta description
- "Move In Fall 2026" — Search/DG date-specific variants
- GST phrasing rules:
- Full "First time home buyers save on GST" wherever 35+ chars allow
- Short "Save on the GST" only for callouts / sitelink titles
- Asterisk OUT unless Marcon supplies disclaimer
- SkyTrain phrasing:
- "Steps from SkyTrain" (headline / description / callout)
- "Above Burquitlam, Steps from SkyTrain" (two-beat description)
- Lead/primary copy uses "in Burquitlam" only
- Phase: "Now Selling" (Coming Soon retired)
- Offer name: "Final Release" (Final Collection retired)
- CTA copy anchor: "Register" (Get on the List retired)
The pattern: detailed creative direction that Claudia (client) and Cindy / Caroline (Periphery design + copy) can implement without reading anything else.
How this file gets updated
The only sanctioned write-path is the /update-context skill (in the clients plugin). It routes natural-language updates to the right file, applies a rubric, and appends every change to a ## Change Log at the bottom. The file is its own audit trail.
Default owner: PM (Project Manager).
Invocation
/update-context marcon --project elmwood
# then describe the change in plain English, e.g.:
# "Move CTA button to Learn More across V1 + V2"
What routes to production.md
- Creative brief, asset specs, messaging anchors
- Production timeline, "R1 due", "creative scope"
- Scope of Work / Creative Assets table changes
- Cycle-specific copy / capitalization / phrasing rules
Rubric — what the skill does with your update
| Actor / fragment type | Behavior |
|---|
| PM writes | Silent — applies the edit + appends Change Log entry |
| AM / Digital writes | Confirm — shows a diff preview, asks before writing; logged as cross-role |
| Other / unknown role | Always warns; still writes if approved |
| Account-ID / pixel / ad matrix | Redirects to digital.md |
Change Log entry format
Every accepted write appends one entry to the ## Change Log section at the bottom of the file (newest on top):
- 2026-05-17 14:32 PT — Alex (AM) — Claudia departed; Jason now primary — fields: Team table, Client Contacts table
- 2026-05-17 11:08 PT — Helena (Digital, cross-role write) — Q3 Meta ad set roster updated — fields: Ad set roster
Cross-role writes include the override in the summary line. Entries are append-only — the skill never deletes log lines, even when correcting a prior write.
View the full real production.md from Marcon — Elmwood
Source: Marcon/Elmwood/production.md · Snapshot date: 2026-05-13 · Live file may have evolved since.
---
client: marcon
project: elmwood
campaign: 2026-05-now-selling-launch
type: production
status: built-paused
created: 2026-04-29
updated: 2026-05-12
author: Alex Wan
launch_date: 2026-05-05
clickup_task: https://app.clickup.com/t/868jf5fr2
convention_version: 2026-05-12
---
# Elmwood — May 2026 Now Selling Launch — Production Brief
## Brief
**Objective:** Launch Elmwood paid media for the May 2026 **Now Selling** phase — drive registration form submissions to `https://elmwood.marcon.ca/register` for the **Final Release of 1, 2 & 3 Bedroom Upper Residences** in Burquitlam. Phase shift from Coming Soon → Now Selling, plus addition of GST savings incentive and fall move-in date.
**Platforms:** Meta + Google (Search RSA + Demand Gen)
**Languages:** English only
**Creatives provided by:** Client (Marcon — Claudia Linaksita, Marketing Specialist). V1 delivered 2026-05-01 (Dropbox Ads), refreshed 2026-05-04. V2 delivered 2026-05-11 (Set_2), BURQUITLAM typo fix 2026-05-12 (Set 2 Elmwood Updated).
**Landing page:** https://elmwood.marcon.ca/register
**Context:** V1 + V2 ads running additively in same 4 ad sets. V2 = GST forefront in primary text (otherwise carries V1 voice). All 16 Meta ads + 15 Google DG ads currently PAUSED pending Meta/Google review + Alex QA in Ads Manager.
## Key Messaging
| Priority | Message |
|---|---|
| Primary | Surrounded by Sky. Filled with Light. *(canonical for V1)* |
| Secondary | A Final Release of 1, 2 & 3 Bedroom homes in Burquitlam, defined by light and elevation. |
| Secondary | Now Selling: Upper Residences at Elmwood. |
| Offer | Move in this Fall. First time home buyers save on GST. |
| CTA copy anchor | Register |
| CTA button (Meta + V2 DG) | Learn More |
## Creative Instructions
- **Voice anchor:** `Reference/brand-voice.md` (v2.3 — locked 2026-05-05). Authoritative for tagline, vocabulary, capitalization rules, phrasing rules, CTA hierarchy, pillars, changelog.
- **HSAC compliance** — end users only, no demographic steering language
- **Canonical bedroom mix:** "1, 2 & 3 Bedrooms" (v1 carousel "1 & 2 Bedroom" was a draft iteration — superseded by 2026-05-01 official drop)
- **Capitalization rules:**
- "Move in this Fall" (capital F) — primary text + descriptions
- "Move in This Year" (capital T-Y) — short Meta description / single image / story container
- "Move In Fall 2026" — Search/DG date-specific variants
- **GST phrasing rules:**
- Full version "First time home buyers save on GST" wherever 35+ chars allow
- Short "Save on the GST" only for callouts / sitelink titles / tight 25-30 char headlines
- Asterisk OUT unless Marcon supplies disclaimer
- **SkyTrain phrasing:**
- "Steps from SkyTrain" (headline / description / callout) — DO NOT use "Burquitlam Station"
- "Above Burquitlam, Steps from SkyTrain" (two-beat description)
- Lead/primary copy uses "in Burquitlam" only
- **Phase / Offer / CTA terminology:**
- Phase: "Now Selling" (Coming Soon retired)
- Offer name: "Final Release" (Final Collection retired)
- CTA copy anchor: "Register" (Get on the List retired)
- **Logo lockup:** "Elmwood by Marcon" co-brand visible on Cards 1 + 6 only in current creative (confirm with Claudia if every-card lockup is required)
- **Photography rights / talent releases:** confirm carousel photos with people are cleared for paid social use (open flag — see `campaign.md` Status Log)
## Scope of Work — Creatives
| Format | EN (V1 received) | EN (V2 received) |
|---|---|---|
| Single Image — Feed (1:1) | 2x ✓ | 1x ✓ |
| Single Image — Story/Reel (9:16) | 2x ✓ | 1x ✓ |
| Carousel — Feed (1:1) | 6 cards ✓ | 5 cards (mixed image+video) ✓ |
| Story Carousel (9:16) | 6 cards ✓ | 4 cards (mixed image+video) ✓ |
| Reel — Video (9:16, 9–15s) | 1x ✓ | 1x ✓ |
| Demand Gen — Single Image (1.91:1 + 1:1 + 4:5) | 1x set ✓ | 1x set (1.91:1 + 1:1) ✓ |
| Demand Gen — Video | 9:16 only ✓ | — |
| Logo — Square + FB profile | 1x set ✓ | — |
## Creative Assets
**Source paths:**
- V1 source (Dropbox): `Inbox/Dropbox Ads May 4/`
- V2 initial (Set_2): `Inbox/Set_2/` *(4 files superseded by Set 2 Elmwood Updated)*
- V2 corrected: `Inbox/Set 2 Elmwood Updated/`
- Deployed (V1): `Deliverables/ad-preview-elmwood-may2026/assets/`
- Deployed (V2): `Deliverables/ad-preview-elmwood-may2026/assets/v2/`
- Figma: `fwq2vQbzqvJ68epi39Y948`, Variant 2 node `255:43`
### V1 Assets
| Asset Name | Format | Dimensions | File Path | Paired With |
|---|---|---|---|---|
| Carousel Card 1 — Cover | JPG | 2160×2160 (1:1) | `Deliverables/ad-preview-elmwood-may2026/assets/elmwood_carousel_1x1_card1_cover.jpg` | Carousel Ad |
| Carousel Card 2 — Refined Kitchens | JPG | 2160×2160 (1:1) | `…/elmwood_carousel_1x1_card2.jpg` | Carousel Ad |
| Carousel Card 3 — Residences to grow in | JPG | 2160×2160 (1:1) | `…/elmwood_carousel_1x1_card3.jpg` | Carousel Ad |
| Carousel Card 4 — SkyTrain proximity | JPG | 2160×2160 (1:1) | `…/elmwood_carousel_1x1_card4.jpg` | Carousel Ad |
| Carousel Card 5 — Mountain Views | JPG | 2160×2160 (1:1) | `…/elmwood_carousel_1x1_card5_mountain_views.jpg` | Carousel Ad |
| Carousel Card 6 — CTA / Move In | JPG | 2160×2160 (1:1) | `…/elmwood_carousel_1x1_card6_cta.jpg` | Carousel Ad |
| Static — Single Image Feed (1:1) | JPG | 1080×1080 | `…/elmwood_static_1x1.jpg` | Single Image Ad (Variant A + B) |
| Static — Story / Reel (9:16) | JPG | 1080×1920 | `…/elmwood_static_9x16.jpg` | Story Static Ad |
| Static — Demand Gen (1.91:1) | JPG | 1200×628 | `…/elmwood_static_dg_1.91x1.jpg` | DG Single Image Ad |
| Story Variants 1-6 | JPG | 2160×3840 (9:16) | `…/elmwood_story_9x16_v[1-6].jpg` | Story / Reel Ad |
| Reel Video | MP4 | 1080×1920 (9:16), 12.5s, AAC | `…/elmwood_reel_9x16.mp4` | Reel Ad + DG Video |
| Logo (square) | PNG | transparent | `…/logo.png` | All ads |
| Logo (FB profile) | PNG | transparent | `…/logo-fb.png` | Meta page identity |
### V2 Assets (BURQUITLAM-typo-fix versions)
| Asset Name | Format | Dimensions | File Path | Paired With |
|---|---|---|---|---|
| Carousel Card 1 (cover) | JPG | 1080×1080 (1:1) | `…/assets/v2/elmwood_v2_carousel_1x1_card1.jpg` | V2 Carousel Ad |
| Carousel Cards 2-3 | MP4 | 1080×1080 (1:1) | `…/assets/v2/elmwood_v2_carousel_1x1_card[2-3].mp4` | V2 Carousel Ad |
| Carousel Cards 4-5 | JPG | 1080×1080 (1:1) | `…/assets/v2/elmwood_v2_carousel_1x1_card[4-5].jpg` | V2 Carousel Ad |
| Reel Video | MP4 | 1080×1920 (9:16) | `…/assets/v2/elmwood_v2_reel_9x16.mp4` | V2 Reel Ad |
| Story Carousel Cards 1, 4 | JPG | 1080×1920 (9:16) | `…/assets/v2/elmwood_v2_story_carousel_9x16_card[1,4].jpg` | V2 Story Carousel Ad |
| Story Carousel Cards 2-3 | MP4 | 1080×1920 (9:16) | `…/assets/v2/elmwood_v2_story_carousel_9x16_card[2-3].mp4` | V2 Story Carousel Ad |
| Static 1:1 (reserve) | JPG | 1080×1080 | `…/assets/v2/elmwood_v2_static_1x1.jpg` | V2 Single Image Ad |
| Static 9:16 (reserve) | JPG | 1080×1920 | `…/assets/v2/elmwood_v2_static_9x16.jpg` | V2 Story Static *(held in reserve)* |
| Static Demand Gen | JPG | 1200×628 (1.91:1) | `…/assets/v2/elmwood_v2_static_dg_1.91x1.jpg` | V2 DG Single Image |
**Superseded versions:** archived at `…/assets/_superseded/` (May 1 + May 4 V1 batches) and `…/assets/v2/_superseded/2026-05-12-burquitlam-typo/` (V2 typo'd files).
## Copy Status
| Platform | File | Status |
|---|---|---|
| Meta — V1 | [`copy-meta.md`](./copy-meta.md) | **production-ready** *(restructured 2026-05-05 to mirror Claudia-approved preview board; built + PAUSED on Meta)* |
| Meta — V2 | [`copy-meta.md`](./copy-meta.md) V2 section | **production-ready** *(2026-05-12 — corrected naming + post-typo-fix assets; built + PAUSED on Meta)* |
| Google | [`copy-google.md`](./copy-google.md) | **production-ready** *(GST extension approved 2026-05-04; SkyTrain canonicalized 2026-05-05; 9 V1 RSAs PAUSED on `9376895237`)* |
## Timeline
| Milestone | Date |
|---|---|
| Brief / direction locked | 2026-04-29 |
| Marcon V1 creative drop | 2026-05-01 |
| V1 creative refresh | 2026-05-04 |
| Build readiness audit complete | 2026-05-04 |
| **V1 launch (built PAUSED)** | **2026-05-05** |
| Claudia V2 creative drop | 2026-05-11 |
| BURQUITLAM typo fix delivered | 2026-05-12 |
| V2 deploy (Meta + DG) | 2026-05-12 |
| Meta/Google review clears | ~2026-05-14 |
| Alex QA in Ads Manager | TBD |
| V2 activation | TBD (post-QA) |
## Links
- Source brief (intake): `Reference/Elmwood - Campaign Brief.docx`
- Brand voice (authoritative): `Reference/brand-voice.md` (v2.3)
- Creative Specs for Marcon: `Deliverables/2026-05-elmwood-creative-specs-for-marcon.md`
- Ad Copy DRAFT (V1 frozen): `Deliverables/2026-05-elmwood-ad-copy-DRAFT.md`
- Ad Copy diff (V1→V2): `Deliverables/2026-05-elmwood-ad-copy-UPDATES.md`
- Live Client Preview (V1): https://marcon-elmwood-ad-preview-may-2026.vercel.app
- V2 Preview Board: `Deliverables/ad-preview-elmwood-may2026-v2/index.html`
- Markifact Bulk Upload Brief (V2): `Deliverables/2026-05-12-meta-bulk-upload-brief-v2.md`
- Figma: https://www.figma.com/design/fwq2vQbzqvJ68epi39Y948/2026-Elmwood-Campaign?node-id=255-43
- ClickUp launch task: https://app.clickup.com/t/868jf5fr2
- Local preview: [`preview.html`](./preview.html)
---
> **Operational status, open flags, resolved-flag archive, and dated status entries live in [`campaign.md`](./campaign.md) Status Log.** Technical references (account IDs, pixel, page IDs, HSAC), Ad Matrix, targeting + bid strategy + build sequence live in [`digital.md`](./digital.md). Brand voice details live in `Reference/brand-voice.md`.