Awa · AI creative director
Awa is the conversational AI creative director inside every campaign — she writes the prompts, runs the shoot, critiques the results, and remembers your brand, so you direct in plain English.
How it works
You describe the outcome in plain language; Awa turns it into optimized prompts, generates a spread, critiques the results, and refines the ones you pick. The craft is hers — the direction is yours.
Tell Awa what you want in plain English — 'a warm morning hero shot of this candle on a linen table, soft window light.' She writes the optimized prompt for you, so brief the result you're after instead of typing keyword soup.
Add ingredients to the message — your product photo, a logo, a reference frame — using the plus button or an @image mention. Awa builds the shot around exactly the assets you attach, and keeps your brand colors and rules in mind.
Ask for several variations at once ('give me five takes, vary the angle and props'), star the two or three that work, then refine only those — 'on the third one, lower the camera and warm the light.' Iterate by the word; don't re-roll the whole batch.
Flip the composer to Plan and Awa talks through the approach before spending credits — angles, props, lighting. Flip to Act and she executes immediately. Use Plan for a new direction, Act when you already know the shot.
Awa can animate your shots too — ask her to 'animate this' or 'make a 15s ad for this product,' and she directs a storyboard (brief → labeled panels → one cinematic clip with audio) that plays right in the chat. She always shows the credit cost first. See the Awa Video guide for the full director workflow.
Click a frame to reply to it directly, so Awa knows exactly which image you mean before you ask for an edit. 'Reply' pins that frame to your next message — no more 'the second one from the left.'
Type / in the composer to open Awa's command menu. /variants runs a control-vs-variant experiment, /distill-favorites turns your starred frames into a reusable shot formula, /distill-thread saves a whole session's lessons (failures included) as campaign rules, and /recipes drops your product into a saved shot. One keystroke instead of re-explaining the workflow.
A real creative director on tap — not a text box that returns one image.
Keep exploring
The prompt behind every frame, made readable — compare two frames word-by-word, edit the exact text, and resend it verbatim. Awa writes the words; you direct.
Learn moreA command menu in the chat composer — type / to run Awa's power tools: spin a control-vs-variant experiment, or distill a whole session's hard-won lessons into reusable formulas and rules.
Learn moreDescribe what you want, attach a reference, ask for variations. Awa runs the shoot — you call the shots.
