World, light and look

Three director controls in the Scene & Style group decide what kind of picture you are making before anyone thinks about poses or copy: how real the scene is, what colour the light is, and which art-direction recipe the batch follows. Leave them empty and the agent chooses from your Brand DNA and Boldness. Touch one and it becomes a preference the agent must honour.

Where the three controls live

On the Direction step of the Create flow, pick a Boldness card and scroll to + Add Director Controls. The first group, Scene & Style, holds World, Lighting Mood and Visual Look & Feel beside the two dress controls. Press + on a tile and its row opens in the controls panel above; a row you leave alone, or never add, reads Agent picks.

World leads the deck. Look, emotion, posture and copy all cohere with it, so choose it first when you choose at all. All three rows appear on statics and Cinematic film types; none are offered on UGC, which is locked to real, phone-shot footage.

World sets how real the scene is

World is a ladder of five tiles, from a scene you could photograph to a piece of art with your real product inside it. A clinic wants Real; a candy brand can sell in a 3D-animated town; a coffee brand may want a painterly illustration.

• Real — a scene you could photograph
• Elevated — heightened real: bold sets, real splashes and steam
• Surreal — photoreal but impossible, dreamlike scale
• Animated / 3D — a 3D-animated film world, real product hero
• Illustrated — hand-drawn and painterly, real product in the artwork

Click tiles to add or remove them; each pick is dealt to one concept in turn, and on video the pool is capped at five. On Auto the agent spreads the ladder from Real up to a ceiling set by your Boldness and your brand: claim-sensitive categories such as medical, supplement, baby or finance stay Real, while playful brands may reach the animated and illustrated worlds. An explicit pick is always honoured, whatever the ceiling — which is how a conservative brand deliberately goes surreal for one campaign.

Lighting Mood picks the colour of the light

Colour temperature is one of the fastest ways an ad reads on- or off-brand: golden-hour warmth for food, crisp cool daylight for tech, neutral studio light for catalogue work. This row works the other way round from the rest: all three tiles start on, and that is Auto.

Click a tile to remove it and the row narrows to whatever is left, which the collapsed summary lists. You cannot turn all three off — removing the last one re-selects the set, because empty means any. A film holds one temperature across every scene; statics vary it per concept.

Visual Look & Feel gives the batch a house style

A look is a complete art-direction recipe — light, colour, texture and mood in one tile — so leaning toward one gives a batch a recognisable signature, and ruling one out stops the agent reaching for a style your brand never uses. The rail holds eight: Sunlit, Quiet Luxury, Soft Studio, Documentary, Sculptural, Saturated Pop, Flash-Lit and Cinematic Noir.

The pips under each name show how bold a look is, and Boldness decides how far along the rail you may go — a padlocked tile names the level that opens it. Click a tile to lean toward it, or its ⊘ button to rule it out; ruled-out looks are never used, even on Auto. Leaned looks are dealt one per concept on statics and held for a film. Removing the pill clears everything in the row.

Backdrop Shade

Soft Studio and Flash-Lit carry a small palette icon. Click it and the rail gives way to Backdrop Shade — the seamless studio paper behind the subject. Auto tints the paper to your brand palette; the other six are named after real studio stock, so the swatch you pick is the paper that renders. Pick more than one and each concept gets a different paper. Back to Visual Look & Feel returns you to the rail.

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