The Prompt Engineering Playbook | Clap Academy Resource Centre

The Advanced Prompting Framework

Most people write prompts as one-line requests and get generic results. Professional creators use a structure. Every prompt in this playbook follows the same five-part framework — learn it once, and you can build your own prompts for anything.

Part	What It Does	Example
1. Role	Tells the AI what expertise to adopt	"You are an experienced social media copywriter..."
2. Task	The specific thing you want made	"...write 5 Instagram captions for a product launch..."
3. Context	Background the AI needs to get it right	"...for a skincare brand targeting women aged 20–30..."
4. Format	How you want the output structured	"...as a numbered list, each under 150 characters..."
5. Constraints	Tone, length, things to avoid	"...upbeat but not salesy, no emojis, no exclamation marks."

💡

The Secret

The words in [SQUARE BRACKETS] throughout this playbook show you WHERE to personalise — not that you have to use those exact words. Swap them for your real brand, topic, and audience every time.

1 Blog & Article Prompts 2 Marketing Calendar Prompts 3 Website Copy Prompts 4 Script Writing Prompts 5 Ad Copy Prompts 6 AI Video Generation Prompts 7 Storyboard & Commercial Video

SECTION 1

📝 Blog & Article Prompts

BP1 · Full Blog Post

You are an experienced content writer. Write a 700-word blog post titled '[TITLE]' for an audience of [AUDIENCE]. The tone should be [TONE]. Structure it with an introduction, three main sections with subheadings, and a conclusion with a call to action to [ACTION]. Include one relevant statistic or example in each section.

BP2 · Blog Outline Only

Help me plan a blog post about [TOPIC] for [AUDIENCE]. Give me: a strong title, a one-sentence hook for the introduction, four possible subheadings with a note on what each section will cover, and a suggested call to action. I will write the full post myself using this plan.

BP3 · SEO-Optimised Article

Write a blog post about [TOPIC] optimised for the keyword '[KEYWORD]'. Use the keyword naturally in the title, the first paragraph, and at least one subheading. Keep paragraphs short (2–3 sentences). Suggest a meta description under 155 characters at the end.

SECTION 2

📅 Marketing Calendar Prompts

MC1 · 30-Day Content Calendar

Create a 30-day social media content calendar for a [BUSINESS TYPE] targeting [AUDIENCE]. Mix content types: educational, behind-the-scenes, promotional, and engagement posts (roughly 40% educational, 30% engagement, 20% behind-the-scenes, 10% promotional). For each day, give a one-line post idea and suggested format.

MC2 · Campaign Theme Planner

I am planning a marketing campaign for [PRODUCT/EVENT] launching on [DATE]. Give me a content theme for each of the 4 weeks leading up to launch, with the goal of building anticipation. For each week, suggest 3 content ideas that fit the theme.

MC3 · Repurposing Plan

I have one long-form piece of content: [DESCRIBE CONTENT]. Give me 8 ways to repurpose it into shorter content for Instagram, TikTok, and LinkedIn, with a one-line description of each derivative piece.

SECTION 3

🌐 Website Copy Prompts

WC1 · Homepage Copy

Write homepage copy for [BUSINESS NAME], which offers [PRODUCT/SERVICE] to [AUDIENCE]. Include: a headline (under 10 words), a one-sentence subheading, three benefit statements, and a call-to-action button label. Tone: [TONE]. Avoid generic phrases like 'we are passionate about'.

WC2 · About Page

Write an About page for [BUSINESS/PERSON NAME]. Key facts to include: [FACTS]. The tone should feel [TONE]. Keep it under 300 words and end with a line that invites the reader to take the next step.

WC3 · Product/Service Description

Write a product description for [PRODUCT NAME]. Key features: [LIST FEATURES]. Focus on benefits, not just features — explain what each feature actually does FOR the customer. Keep it to 100–150 words, written for [AUDIENCE].

SECTION 4

🎬 Script Writing Prompts

SW1 · Short-Form Video Script

Write a 30-second video script for [PLATFORM] about [TOPIC]. Structure: a hook in the first 3 seconds, a middle section that delivers value or entertainment, and a closing call to action. Write it as a shot-by-shot script with on-screen text suggestions.

SW2 · Explainer Video Script

Write a 60-second explainer script for [PRODUCT/CONCEPT], aimed at [AUDIENCE] who have never heard of it before. Use simple language and one clear analogy. Structure: problem → solution → how it works → call to action.

SW3 · AI Influencer / Presenter Script

Write a script for an AI presenter avatar to deliver, introducing [TOPIC/PRODUCT]. The presenter's personality is [PERSONALITY]. Keep sentences short and natural for spoken delivery. Length: [LENGTH].

SECTION 5

📢 Ad Copy Prompts

AD1 · Social Media Ad

Write 3 versions of a [PLATFORM] ad for [PRODUCT/SERVICE], targeting [AUDIENCE]. Each version should test a different angle: pain point, aspiration/benefit, urgency/scarcity. Include a headline, primary text (under 125 characters), and call-to-action button label for each.

AD2 · Google/Search Ad

Write 5 headline variations (30 characters max each) and 2 description variations (90 characters max each) for a search ad promoting [PRODUCT/SERVICE]. Include the keyword '[KEYWORD]' naturally where possible.

AD3 · Video Ad Concept

Give me 3 different video ad concepts for [PRODUCT], each under 15 seconds. For each concept, describe: the opening hook, the core message, the visual style, and the closing call to action. Make each concept distinctly different in approach.

SECTION 6

🎥 AI Video Generation Prompts

Use these directly inside tools like Runway, Kling, Veo, Higgsfield, or Google Flow. Video prompts work best when they describe a single clear shot rather than a whole story.

VG1 · Product Shot

[PRODUCT] on a [SURFACE/SETTING], soft natural lighting, slow 360-degree rotation, shallow depth of field, photorealistic, commercial product photography style, 4K.

VG2 · Brand / Lifestyle Shot

[PERSON DESCRIPTION] using [PRODUCT] in [SETTING], natural candid movement, warm golden-hour lighting, cinematic colour grade, shallow depth of field, handheld camera feel.

VG3 · AI Influencer Talking Shot

Use an avatar/presenter tool (e.g. HeyGen or Synthesia) rather than a text-to-video generator for this. Google Flow and Higgsfield are also strong options if you want the presenter placed inside a fuller generated scene. Upload your script from SW3, choose an avatar and voice matching your brand tone, and generate. Always disclose that the presenter is AI-generated — see the AI Safety & Responsible Use guide (Asset Y04).

SECTION 7

🎬 Storyboard & Commercial Video

This entire storyboard and commercial workflow is built with AI — no filming, no editing suite, just two prompts. Generate a complete storyboard sequence in ChatGPT, then animate it into a polished commercial in Google Flow.

The Workflow

Step 1: Generate the storyboard in ChatGPT using your product photo as a reference.

Step 2: Animate the storyboard in Google Flow (Agent Mode) using the matching prompt and voice-over.

Sequence: Storyboard → Voice-over → Motion → Sound Effects → Music → Final Commercial

1. Generate the Storyboard

Open ChatGPT, select “Create an image”, upload your product photo, and paste this prompt.

SB1 · Universal Product Commercial Storyboard

Use in ChatGPT with “Create an image”

Goal: Create a 12-frame premium cinematic storyboard that tells one clear story from attention → problem/desire → product introduction → product in use → benefit/result → strong final hero shot.

What to paste into ChatGPT

Using the uploaded product image as the exact product reference, create a premium cinematic commercial storyboard for the product below. Product: [PRODUCT NAME + TYPE] Main benefit: [WHAT IT DOES / WHY PEOPLE SHOULD WANT IT] Target audience: [WHO IT IS FOR] Model/User: [WHO SHOULD APPEAR, IF ANY] Setting: [LOCATION OR ENVIRONMENT] Story: [THE SIMPLE JOURNEY OR MESSAGE YOU WANT TO SHOW] Create a 12-frame commercial storyboard that tells one clear story from attention → problem/desire → product introduction → product in use → benefit/result → strong final hero shot. Make every frame visually connected but vary the camera shots: wide shot, close-up, macro, overhead, tracking, low angle and hero product shot. Use a best-in-class premium advertising style appropriate to this product category, with cinematic lighting, realistic details, professional composition, shallow depth of field and high-end commercial photography. Important: Keep the uploaded product's shape, colour, packaging, label and branding consistent in every frame. Do not redesign the product. Generate Frames 1–6 first in one storyboard image. When I type “Next”, generate Frames 7–12, continuing the exact same visual style, product, characters, environment and story.

Your 6 Inputs

Product name + type
Main benefit
Target audience
Model / user
Setting / location
Story / journey

What You Get Back

Frames 1–6 in one image
Frames 7–12 after “Next”
Consistent product, style & story

Style Rules

Premium advertising look
Varied camera angles
Cinematic lighting & depth
Product branding unchanged

Then animate the storyboard ↓

2. Animate the Storyboard

Open Google Flow, select Agent Mode, upload the storyboard image, and paste this prompt.

SB2 · Animate Storyboard into Commercial

Use in Google Flow (Agent Mode)

Goal: Turn the uploaded storyboard into a polished 15–20 second commercial with synced voice-over, sound effects, music and smooth transitions.

What to paste into Google Flow

Animate this uploaded product commercial storyboard into a polished, cinematic 15–20 second advertisement. Follow the storyboard closely, preserving the product appearance, characters, locations, sequence, mood and visual style throughout. Use the following voice-over as the narration: Voice-over: [PASTE VOICE-OVER HERE] Synchronise the visuals, character actions, camera movements and scene transitions naturally with the voice-over. Add: - Realistic environmental and action sound effects appropriate to each scene - Professional background music that matches the product, audience and emotional tone - Smooth cinematic transitions - Natural product and character movement - Premium commercial-style camera movement and lighting Keep the product branding, packaging, colours and design consistent with the storyboard. Do not add captions, titles or extra text to the video unless they already appear naturally on the product packaging. Create the entire video in 16:9 landscape orientation with a consistent professional advertising look from beginning to end.

What to Upload

The 12-frame storyboard image(s)
Your product reference photo

What to Add

Voice-over script
Sound effects
Background music
Smooth transitions

Output Settings

15–20 seconds
16:9 landscape
No captions or titles
Consistent branding

10 Product Examples & Voice-overs

Use these example combinations straight away, or adapt them for your own product.

Ex1 · Laptop

Product = lightweight premium laptop; Benefit = productivity anywhere; Audience = entrepreneurs and students; Model = young entrepreneur; Setting = home, train and café; Story = idea → working anywhere → completing project → success.

Your ideas shouldn’t have to wait for the perfect place. From your desk to the train, the café to your next big meeting, stay productive wherever life takes you. Powerful. Lightweight. Ready when inspiration strikes.

Ex2 · Body Cream

Product = moisturising body cream; Benefit = deeply hydrates and leaves skin feeling soft and radiant; Audience = adults with dry or dull skin; Model = stylish woman in her 30s; Setting = bright modern bathroom and bedroom; Story = dry skin → morning routine → cream application → soft radiant skin → confident reveal.

Give your skin the care it deserves. Rich hydration melts into every touch, helping dry skin feel softer, smoother and beautifully refreshed. Start your day glowing, confident and ready for whatever comes next.

Ex3 · Perfume

Product = luxury fragrance; Benefit = distinctive long-lasting scent and confidence; Audience = style-conscious professionals; Model = elegant woman or man in their 30s; Setting = luxury apartment, evening city and upscale event; Story = getting ready → fragrance application → entering the city → confident arrival → bottle hero shot.

Some entrances are seen. Others are remembered. A fragrance created to move with you, linger after you and make every moment unmistakably yours. Leave more than an impression. Leave a signature.

Ex4 · Car

Product = premium electric SUV; Benefit = performance, comfort and modern electric driving; Audience = professionals and families; Model = confident professional driver; Setting = modern city, motorway and countryside; Story = morning departure → city drive → open road → family journey → dramatic car hero shot.

Your journey deserves more than transportation. Experience effortless power, intelligent comfort and electric performance designed around modern life. From city streets to open roads, every journey becomes something worth looking forward to.

Ex5 · MTN Mobile Network

Product = mobile network service; Benefit = fast reliable connectivity that keeps people connected; Audience = young adults, families and professionals; Model = diverse group of users; Setting = university, home, workplace and outdoor locations; Story = people separated by distance → calls, streaming and sharing → connection → joyful moments together.

Wherever life takes you, connection keeps you closer. Share the moment, make the call, build the idea and stay part of what matters. Reliable connectivity for work, play and everything in between. Stay connected. Keep moving.

Ex6 · Vodafone Connectivity

Product = mobile and connectivity service; Benefit = dependable connectivity across work, entertainment and family life; Audience = families, professionals and digital-first consumers; Model = diverse family and professionals; Setting = home, office, city and travel environment; Story = morning connectivity → remote work → family video call → entertainment → connected lifestyle.

Life doesn’t happen in one place. Neither should your connection. From important meetings to unforgettable conversations and everything you love in between, stay connected to the people, possibilities and moments that matter.

Ex7 · Sports Trainers

Product = high-performance running shoes; Benefit = comfort, cushioning and responsive movement; Audience = runners and active young adults; Model = athletic man or woman in their 20s; Setting = bedroom, city streets, bridge and park; Story = preparation → tying trainers → first steps → intense run → strong finish.

Every run starts with one decision: move. Built for comfort, energy and every kilometre ahead, these are the shoes that move when you move. Find your pace. Push your limits. And keep going.

Ex8 · Coffee

Product = premium coffee; Benefit = rich taste and an energising start to the day; Audience = busy professionals and coffee lovers; Model = young professional; Setting = modern kitchen, commute and office; Story = sleepy morning → coffee preparation → first sip → energised commute → productive day.

Some mornings need more than an alarm. Wake up to rich aroma, bold flavour and the moment that turns your morning into momentum. One cup. One fresh start. And a whole day waiting for you.

Ex9 · Smartwatch

Product = premium smartwatch; Benefit = tracks fitness, communication and daily productivity; Audience = busy professionals and fitness-conscious adults; Model = active professional in their 30s; Setting = bedroom, gym, office and city; Story = waking up → health tracking → workout → notifications → productive lifestyle.

Your day moves fast. Stay one step ahead. Track your health, manage your time, stay connected and keep moving toward your goals—all from your wrist. One smart companion for every part of your day.

Ex10 · Soft Drink / Energy Drink

Product = refreshing sparkling drink; Benefit = refreshment, energy and social enjoyment; Audience = young adults; Model = group of friends aged 18–25; Setting = hot city afternoon, basketball court and rooftop gathering; Story = heat and tiredness → opening drink → refreshing first sip → energy → friends enjoying the moment.

When the day heats up, turn up the refreshment. Crack it open, feel the chill and bring new energy to every moment. Bold flavour, ice-cold refreshment and good times that taste even better together.

The 15–20 Second Voice-over Rule

For a 15–20 second advert, follow this structure: Hook → Benefit → Emotion/Outcome → Brand-style closing → CTA

Example (Coffee):

Hook: “Some mornings need more than an alarm.”
Benefit: “Wake up to rich aroma and bold flavour.”
Outcome: “X Coffee turns your morning into momentum.”
Close: “One cup. One fresh start.”
CTA: Try it now.

This structure will help you create substantially better commercials than simply asking AI to “make a professional advert.”

Building Your Own Prompts

Once you're comfortable with these, write your own using the 5-part framework at the top of this playbook. A strong habit: save every prompt that worked well in a personal "prompt library" document — you'll reuse 80% of your prompts with small tweaks.

Asset Y02 · Clap Academy Ltd · clapacademy.co.uk · AI Futures: Youth Edition

✍️ The Prompt Engineering Playbook