In short: Open the campaign → Concept. Read each concept, then press Approve on the one you want. Press Generate Copy to continue.
A concept is the idea underneath the campaign, not a headline. It is what makes every asset feel like part of one thing. The concept you approve shapes the copy, the images and the layouts that follow.
Protaigé writes the concepts for you from your brief and your Brand DNA. Your job is to read them and choose. About four minutes.
Generate the concepts
On the Brief stage, press Generate Concepts. Protaigé writes several concepts and opens the Concept stage. Each concept shows a theme, the big idea, the strategy behind it and the emotional driver. It also lists key messages and a narrative arc.
Read the whole concept
Read the strategy and the narrative arc, not just the big idea. They tell you whether the concept will hold up across a dozen assets. Choose for the persona in your brief, not for your own taste.
Ask for more, or tidy one up
Press Generate Another if none of them fit. Press Dismiss to hide a concept you have ruled out, and Show Dismissed to bring it back. Press Edit to change the wording of a concept before you approve it.
Approve one
Press Approve on the concept you want. The others are marked Rejected. Press Generate Copy to move on to Hero Copy.
Changed your mind? On the Concept stage, press Revert. This unapproves the concept and its copy, and switches off Hero Image and Key Visuals until you approve again. Your tactics and saved assets stay as they are. Switching early costs little. Switching after you have made assets costs more.
Last updated 12 August 2026
