# 2. UGC: brief-to-variation worksheet

**Brand/product:** [name]

**Audience and situation:** [who, when, why]

**One supported claim:** [claim and supporting evidence]

**Required disclosure:** [brand/platform requirements]

**Deliverables:** [length, aspect ratio, versions, deadline]

**Brand reviewer:** [name/role]

| Version | Hook | Demonstration/proof | Closing action | What changes from control? |
|---|---|---|---|---|
| A | [problem opening] | [visible product use] | [next step] | Control |
| B | [result opening] | [same proof] | [same next step] | Hook only |
| C | [question opening] | [same proof] | [same next step] | Hook only |

### Production checklist

- Capture the required product angles and a clean closing frame.
- Confirm pronunciation, claim wording, disclosure and brand exclusions.
- Record captions, music/voice permissions and delivery naming conventions.
- Separate creative approval from performance testing. A preferred version is not automatically a better-performing ad.

**Brand feedback:** [exact requested change]

**Affected versions:** [A/B/C]

**Approved by/date:** [record]