MAPS Intelligence

Quick Prototype

Already have an idea? Show it.

Campaign Lab starts from the brief and looks for the idea. Quick Prototype does the opposite: it starts from your idea — even one line, “a groom laughing with the guests at the party” — and turns it into a complete brief, then mockups for each channel, tests with synthetic users and production. For when the insight is already there, and you need to see it before you discuss it.

The example is a men’s tailoring brand: names and brands have been changed, and the logo is blurred in the mockups.

How it works

From idea to prototype,
in four steps.

Every prototype stays saved with its status, and you can pick it up whenever you want.

1

The idea

The concept name and the idea, even in a few lines. The rest, if you have it.

2

The brief

MAPS develops strategy, archetypes, tone, copy and visual direction.

3

The prototype

Mockups for each channel, on the Brand Kit, with your cast.

4

Production

The Channel Strategic Direction and the content, as in Campaign Lab.

Quick Prototype: how it works in 4 steps and the saved prototypes
The input

What you have,
nothing more.

Only the concept name and the idea are required. If you have more, add it: the target with its problems and aspirations, a headline or body copy already written, the visual direction — photorealistic, illustrated, minimal, bold, editorial —, the colors, the photography, the mood.

The cast.

The characters that have to look the same in every image: a person, an animal, a mascot, a product. Each with a physical description — and, if you like, a reference image. Here, Luca, the groom: tall, blue eyes, gray suit.

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The form: concept, creative idea, target, copy, visual direction and cast with the character Luca
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The generated brief: strategic foundation with archetypes, master copy with alternative headlines, art direction
The brief

One line becomes
a complete brief.

MAPS develops the idea using what the project knows about the brand and the market: the big idea, the archetypes that guide it — here the Storyteller and the Guide —, the tone, the why. Then the copy, with several headlines to choose from, and the art direction: visual concept, metaphor, palette, photography, mood.

Everything can be edited in place or regenerated. With Collaborate you talk it through and every change is a new version; with Test you put it in front of synthetic users. And it exports to PDF or to the Canvas.

The prototype

And then you see it.
Channel by channel.

From the brief, the Channel Strategic Direction; from there, the mockups in Prototype: the billboard on the street, the video frame, the Instagram post — anchored to the Brand Kit, with the cast in place. Each mockup can be varied with words, checked with the Consistency Lens, tested with personas, placed in a setting.

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Concept Prototype of the Quick Prototype “Ceremony”: out of home, video, TikTok, Instagram
When to use it

Campaign Lab or Quick Prototype?
It depends on where you start.

You have a brief, you’re looking for the idea

Campaign Lab: eight methodologies to get to the concepts, with the analysis first.

You have the idea, you want to see it

Quick Prototype: from insight to brief and mockups, without going through the analysis.

You have a problem, you’re looking for ideas

Idea Lab: a creative conversation with a method and the project’s data, to find one.

An idea makes more sense
when you can see it.