Awa

Overview

Awa is the conversational AI creative director that lives inside every campaign. Instead of fiddling with prompt syntax, you brief her the way you'd brief a great freelancer: say what you want in plain English and she handles the craft — writing optimized prompts, running the shoot, editing frames, critiquing the results, and iterating until the work is client-ready. She reads your brand and remembers your campaign as you go, so the longer you work with her, the more she sounds like your studio. The direction stays yours; the heavy lifting is hers.

How to talk to Awa

The trick to getting great work out of Awa is simple: brief the outcome, not the syntax. Talk to her like an art director you trust.

Describe the result you want in plain language. "A warm morning hero shot of this candle on a linen table, soft window light, lots of negative space" tells Awa far more than a string of keywords. She translates your intent into an optimized, on-brand prompt — that's her job, not yours.

Attach the products and references she should use. Add your product photo, logo, or a reference frame to the message before you send it, using the plus button or an @image mention. Awa builds the shot around exactly the assets you attach, so a real reference beats a paragraph of description every time.

Generate a spread, then refine the winners. Ask for several variations at once — "give me five takes, vary the angle and the props." Star the two or three that work and refine only those: "on the third one, lower the camera and warm the light." This is the loop that produces good work: generate many, pick a few, refine the keepers. Iterate by the word, not by re-rolling the whole batch and hoping.

Reply to a specific frame when you mean a specific frame. Click a frame to pin it to your next message, so Awa knows precisely which image you're editing before you ask. It removes the ambiguity of "the second one from the left."

Use Plan when you want a sketch before spending credits, and Act when you already know the shot. In Plan mode Awa talks through her approach — angles, props, lighting — and waits for your go. In Act mode she executes immediately. Reach for Plan on a fresh direction; reach for Act when the brief is clear.

A few do's and don'ts worth keeping:

• Do describe the mood, lighting, surface, and framing — Awa loves direction.
• Do correct her in plain words ("too cold, push it warmer") rather than rewriting the prompt yourself.
• Don't paste keyword soup; she writes better prompts than a comma-separated list.
• Don't re-roll a whole batch to fix one frame — refine that one frame instead.

What Awa can do

Awa is more than a chat box — she's a creative director with a full toolkit she reaches for on your behalf:

• Writes optimized, on-brand prompts from a plain-English brief.
• Generates images and, when asked, a whole spread of variations in one go.
• Edits any frame with surgical, targeted instructions instead of starting over.
• Critiques her own results, checking quality, product fidelity, and brand fit.
• Reads your brand — colors, logos, style direction — and keeps it consistent.
• Remembers the campaign as you work, and can save a correction as a lasting campaign rule so you never repeat yourself.
• Imports reference images: point her at a website and she finds the right images and drops the ones you confirm into your ingredients.
• Searches the web and gathers references when a shot needs them.
• Generates product video for reveals and lifestyle motion when a campaign calls for it.

You don't summon any of these by name — you describe what you want, and Awa picks the right tool for the job.