Introduction

As Michael just mentioned, I'm Alex Russo. I've been in tech for around 20 years and I founded my businesses 10 years ago in Dublin, Ireland.

If you're interested in learning more about my businesses, I will show the QR code again later. Let's skip that because I only have about an hour.

And I'm also the founder of Vibe Founders, which is pretty much a new venture with the goal of becoming the incubator for the AI native entrepreneurs of tomorrow. Doesn't mean that they have to be byte coders. It's only for AI native founders.

And we want to nurture them, fund them, and throw them out there.

All right, so let's skip this. Don't worry about scanning that. I will show you later.

How Alex Works with LLMs

So when it comes to me, when I work with LLMs, like pretty much many of you in the room, some of you might be bored by what I'm about to say and think it's already old. Others might be interested.

But there's different ways. It's like we can use AI and say, hey, create for me a marketing campaign for x, y, z. And you will get very poor results.

Or you might try to introduce some structure. The structure that works well for me, both when I use agents and whenever I use direct shots, so in terms of prompt engineering, is this voice, which is my own framework. And I invite you to create yours.

As you can see, each one of the letters so it stands for, sorry, the acronym has different letters.

The VOICE Prompt Framework (Vision, Outcome, Input, Constraints, Evaluation)

So V stands for vision. So pretty much, I have to describe what's my goal, what it is that I'm trying to achieve. So it's not like I want to create an ad, but it's like I want to get sign -ups for the launch of this new product.

If I speak too fast, stop me, but I have half an hour.

I want to also be able to clearly describe the outcome, so what's the actual result that they want the AI to show me. So, in which format, how many colors should be in there, if it's an image, and what not.

The input is the information I provide to the AI in order for that to give me the output I want, so it has to be consistent, and when it comes to marketing, there's a big amount of branding information, and you're going to see more about this in a bit.

And then I talk about constraints and evaluation. Evaluation is similar to what we were talking about with the other Alex, in terms of like a feedback loop. So before the results are presented to me, the LRM has to ask itself if the quality of it is sufficient enough based on certain parameters.

And constraints is the dos and don'ts. For example, a don't is never use EM dashes, or stop saying AI slop, and no fluff, and all of those freaking words that we see on LinkedIn every day.

All right? So far, you'll see more of this.

Case Study: PerfectMatch (Tinder for Cats)

So this is my new wonderful client. client with which we're going to be working today. So it's the next unicorn brand, everybody. And it's perfect match.

Input words is Tinder for cats. So we want to match cats, and our client needs us to take care of their marketing strategy. So you can see those slides to see what the brand is about.

But we want to make sure that our 40 friends find their perfect match, right? So we need to have landing pages, email sequences, sequences, video ads, and so on and so forth.

But before we do that, and for now my slides are over. There's one at the end that I'm not going to be showing you now. I just want to have some help from one of you.

On-Brand Creative with Pomelli

So I need a volunteer that has any piece of item I can take a photo of. So can you please raise your hand if you would like me to take a pic of one of you, right? And give me your hat, for example.

Would you like to come here, please? Thank you. Thank you. What's your name? I'm Sasha. Alex. Nice to meet you, Sasha.

And can you just put this on the table? OK. You might get it back. You will get it back right away. You can take it back after I take a photo. So I take a photo of that.

Then I send it to my wonderful MacBook Pro. Not so wonderful. It's an M1. But I'm planning to buy another one. OK, so why am I doing this?

How many people know a tool named Pomelli? Pomelli by Google Apps. Amazing. That's what I wanted.

Nobody knows that. So Pomelli, now you'll find out why I am. So have you ever used this one? OK, OK, cool, cool, cool, cool, awesome.

So Pomelli, it's a tool pretty much that helps you create on -brand content. You can create ad creatives, so visual creatives.

You can create a lot of now as of two days ago speaking of things changing every time you can create a website Directly from brand information you can create a brand book, but today today. We're not going to do any of that I have

Option 1: Importing Brand DNA by Crawling a Website

So there's two ways in which we can use the tool you can either Enter a website and the tool will crawl the website information We'll find about the fonts that the website use the tagline you can see it if you wish

You can get your hat you can get your hat if you already be there GIOVANNI INNELLA - If you want. ALESSANDRO CHIESA - Otherwise, I can take it. It's nice.

So given that we don't have a lot of time and I have to optimize, I already fetched a website named Farfetch. It's a fashion company that some of you may know.

And as you can see here, we get their logo. We get their fonts. We get their main colors, their tagline, their brand values, all automatically. The brand aesthetic, tone of voice, and so on and so forth.

And then in the business details, we have other information about their social media. So imagine that you have an e -commerce. You can enter your own e -commerce website. Yeah?

In the assets you're going to get at the end, there's going to be all of this. No worries.

All right, so why did they do that? And why did they take the photo of this ad, right?

Option 2: Generating an AI Photoshoot from a Single Product Photo

Pomelli has a marvelous feature, especially if you don't have money to hire photographers and do proper product photo shoots, and you want to just get started with an e -commerce, for example,

or with ads, or with both. so what you can do is to use the photo shoot here on the left you upload your own image and guess what it's gonna be the most amazing cap I've ever seen in

my life thank you for that so now the photo has been uploaded I click on looks good and what's gonna happen now is that I will have the chance to choose from from different type of templates.

So say that I'm launching a new, this is now my new product. This cap is coming next spring, whatever. So I want to create the photo shoot, and I want to create product images.

So there's different things you can do. So once I uploaded the photo, I can choose the type of product shots that I want to generate.

So I can have a model try on, in use. I can have somebody wearing that at a specific event, like a Valentine's Day. Will you be wearing that at Valentine's Day or not?

I don't know. Anyway, so let's try to choose this one, this one, maybe not the Valentine's Day.

And we just want an Amazon product image, so maybe a contextual one. So once I do that, here I can choose the format. It can be a story format.

It can be a square format or a feed format for your Instagram feed or whatnot. All right, so what happens when I I do generate photoshoots.

I'm not going to show you, because in the meantime, we're going to switch to our perfect friends. And I'm going to go back to this later, so I don't waste your time while these lots.

OK. It's hard in 30 minutes, you guys.

Setting Up the Brand in Claude

All right, so do you all use Cloud? OK, you are all familiar with that. And if you are not, no worries. There's plenty of information on the web.

So what I've done, I was mentioning about this voice framework that I use for everything, the prompt structure and for my agents as well.

So for the sake of this demo, we are going to do things manually. But don't worry, there is a surprise at the end.

I created a project for our perfect brand. And now my goal is to create as many assets as possible for them so that we can start our campaigns.

The main thing I do in the project, so I create a cloud project. it, and then I upload a brand identity document.

So I'm not going to read line by line, but there's information about the brand itself, their founders. In this case, it is the founder.

So it was founded in 2026, today, by a group of cat lovers who noticed the tragic gap in the market. Cats had no dignified way to meet other cats.

So we want to clear that gap. So then there's a description about the actual product core features. So because we are talking about an app, right?

Make sense so far? All right. So we have like swipe to match, and the super power, and whatnot.

The target customer. So in our case, it's like cat owners between 22 and 40 years of age who think this is hilarious and will absolutely sign up their cat as a joke.

We have information about the brand personality. And very, very important, we have a strict series of information about the brand identity. identity, because we want consistency in the actual

branding, and the content has to be on brand. So when we do a newsletter, when we have a video ad, when we have a static image that we're going to use for meta, and everything else, we want to make sure that our brand is in use, otherwise AI will hallucinate.

Make sense? Awesome. Typography, the voice and tone, so everything around the

When it comes to you, I hope that you will not write the brand identity about Porfett, but about your own business or your client business.

So this file I do upload as the only file in my project for the sake of this example.

Core Funnel Assets: Lead Magnet and Email Capture

Then, now we want to create assets. So generally, say that I'm a startup and I launch my website today.

If I want to do lead generation, generally, what is it that I create for a business? some sort of lead magnet for us perhaps yeah could be an ebook a free download of some sort

and i want people to actually enter their email address so i also need like a squeeze page aka a landing page where people say hey my name is my email is please give me the free asset and now you're mine which is what you're gonna get after you scan my qr code by the way

So let's go there. And in the meantime, quick pause, back to Google Apps. So I close the Pomelli story.

So you see that we already have models wearing this, all right? But this lady here is too sad. So if I click, not only do I get the photo shoot, but I can change things as I wish.

So I can say, please make her happy, OK? Something on those lines. And this will be elaborating.

Then I can say, you can make it a man, or you can make sure that she's on Pee -Pee Island taking mushrooms, whatever you want, while wearing the hat. That's the most important thing.

Just talk, not just smile. GIOVANNI INNELLA - Yeah, because it's the most most beautiful cape. If you're that sad when you wear it, why would anybody wear it? Now she's happy.

And now, please make her a cat, because it's for my perfect friend, isn't it? All right.

So in any case, when you're happy in a serious environment, like you would play around things up to the point where you're happy with the creative I'm very happy with this crazy right so so

we're gonna it's a 3p cap on it so we're gonna have this to my business DNA if our fetch will not be happy about this so when you add it to your business DNA becomes part of your assets it's just a fancy term that they use the good thing and I'm gonna start this and then we go back to everything else is that I can

now click on campaigns so say that I want to create a launch campaign for that hat yeah so I want to create a campaign and I want to use the image I just created it's gonna sell like crazy so I selected the image okay and I can still select the aspect ratio and if you

you have connected your own e -commerce, Pomeli will try to pull up your existing products. So I get the far -fetched products. But for the sake of this example, we don't need them.

So say I want to create the next spring campaign. You don't have to be very detailed. The prompt will optimize itself for the launch of the best cat hat ever, something like that. Yeah, OK, so when you do that, so it's prompt -driven,

we will get a campaign brief. So Pomeli will try to give you a couple of suggestions about the name of the campaign and the main concept and the CTAs, and then he will generate the ads for you.

At that point, you can just test on meta, yeah? Of course, like, and I'm going to go back. This doesn't replace, like, how many of you people work in marketing, actually?

Marketing, digital marketing, direct response, even better? OK. Some of you. But I mean, it doesn't replace marketer like ever.

But imagine that you want to test things at scale and understand what performs best. And then you say, OK, this is working fine. Now let's do a real photo shoot on that scene.

That's where it gets cheap. Because you can test things cheaply, and then you double down on what's performing best. You could sell the cat in several countries, for instance.

MARCO PAGLIA - As well. Yes. Yes. Also, you know that sometimes you offer product every time.

You have products in different colors. What is the difference if I will just make the same? You have to generate every single image. So what you do is the same image and I would like to tell you,

the thing is that you have to generate the image, and then you have to generate the business DNA, and then you have to generate the prompts to do the on -brand content.

And then you can do all this, because under the hood, that it's using AI models. The thing is that this is like an omni -comprehensive tool for a very specific purpose, that is to generate ad creatives and on -brand content.

So it's just ease of use and speed that you get. And it's free. And now it's also available in Europe. Before you had it, it's free.

Google Apps, you just open Pumeli, and you are good to go. You don't have to pay anything, you don't have token. and you use it as you wish.

So here, you see we're just getting the season's most coveted feline cap. Express the singular personality of your companion through a lens of purity, luxury, blah, blah, blah.

Then I can describe the goal of this campaign. We're thinking about marketing campaigns here. So I have to talk about what's my goal. So I want to promote a product, or I want to get sign up. So it's lead gen, or is it not? So I write down what's the goal.

and I can potentially offer a 10 % discount so this one now is gonna take a while to generate it which is why I'm gonna go back to this so far so good cool enough nice bring your cats next time okay now step back we want to

create an e -book we want to create a landing page let's begin alright so I I prepared already the prompts, because otherwise I run out of time.

So just to show you how I use the voice again. So I'm just going to go in details on this one. And then the other ones are all the same.

They always have the vision, the outcome. Otherwise, I have to re -explain. If there's something that I have to highlight, I will.

This is the prompt I used to create the e -book. So we say, grow perfect match list with the lead magnet. The people are glad they downloaded it.

OK, I want to emphasize that. A premium little e -book, funny, warm, useful, unmistakably ours. That's the vision.

So this is what I would love to see. The outcome, OK, hello, everybody. The outcome has to be specific. So I have to be very clear about what is it that I want.

So I say that it has to be a downloadable PDF. And I can tell you that I have to say that, because the first time I tried that, it was in HTML. And I wanted a PDF.

And so I say, it's a PDF. Remember, it's a PDF, PDF. And I write it three times.

So provide a download. Do not stop at HTML. You see, you have to get boring. Get boring if you have to, but be specific.

Add please is no longer a thing. We used to thank it, but now we waste this token, so don't be kind.

So the cover has to be a short founder letter. I want six storytelling chapters, And I wanted each chapter has a different name. So I want a chapter about profile, the cat swipes,

what cats really want, the four sniff, and red flags, long distance love, and so on and so forth. So this is the outcome. Be specific.

The input is, OK, what I'm going to give you in order for you to give me that output. So I say, hello, welcome.

So I say, read the brand project file. Remember that file I was showing you before? Every time, in the input, I specify that I wanted to analyze the brand before generating

anything. And then on top of that, I want to make sure that it pays attention to the brand file about the voice, the colors, the fonts, the neo -brutalist look, and so on.

The neo -brutalist. Constraints is total sincerity, never break character, no lazy cat pants, creamy background, background, use these particular fonts, and flat SVG cats.

Otherwise, I may end up with some weird cat photos like the one you just saw. Clean page breaks, deliver the PDF itself. And the evaluation is, it's the question

that the AI should ask itself before presenting to me the output. So before it even dares to talk to me, it says, did I produce a real downloadable PDF and not just

Just HTML. Is every chapter a genuine read? And it is a pun, and this can be applied also to software engineering, by the way.

When I create apps, I am that annoying. Fix in case you find this issue, and then give me the PDF again. So there will be an extra round. So as you can see, just to prove that I actually executed that,

I got this output. And now you tell me what you think. Da, da, da, da.

Is it not pretty? So the Modern Cat Guide to Finding Love. So this is my e -book. And it's on brand, correct?

You saw that the brand color is still that. The profile that gets swiped. Oh, it's actually you creating all the chapters I asked for. And then at the end, long distance love.

You will get it in the folder so you can read it to your cat. yet. So go find the Sunbeam.

So there's a CTA at the end. So people read the e -book, and this is where I'm trying to get actual sign -ups. Make sense?

Building the Squeeze Page / Landing Page

All right, so we have the e -book. We don't have the landing page. In a similar way, in a similar way, where is my landing page? There you go.

So in a similar way, this time I'm I'm just going to skim through it real quick. I created yet another prompt. But this time, the vision is to get a squeeze page

and get people there. Build the actual pages that once have contained the HTML file. You're going to have each one of these prompts. And the constraints is, again, about using my brand colors. Make sense?

And the result I get, because otherwise I I spent too much time on this. Beep, beep. So this is the landing page.

Of course, I got it here in cloud. But if you then publish that anywhere, it will actually work. But if we expand it, you see?

So we have an email capture. It's, again, on brand. This is an actual freaking great product, right? I'm looking for investors. investors. You get a cat.

So this is like a very simple squeeze page, where people sign up, they receive the e -book, they enter our email sequence. Oh, email sequence, right? That's our next step.

So we have the landing page, we have the e -book, we did a photo shoot, we already have a couple of assets. How much time I have left? Michael, do I have time?

Yes. It's only a couple of minutes. Oh, man. Man, I need a bit more.

I just had to show one thing. So I'm going to try to go. I'm going to go real quick.

Direct-Response Ads: Concepts, Copy, and Creative Direction

So if you work in direct response, do you know what is direct response advertising? So it's pretty much like all those ads that actually want the user to make a quick decision.

So it's not like building a brand reputation. It's more like buy. Buy, sign up. So the copy behind those is about action.

So, I also have a hook that creates three different types of ads, concepts. So we have a prompt to create three ad concepts. For each one we're going to have the hook, the body, the CTA, a visual direction. We want three different types.

We want one that leads with the problem, one that leads with humor, and one that leads with social proof. And the good thing about the evaluation is that I want also to know which one of the three might be the best performing. So we get the copy, the CTA, et cetera.

And you can see the result of those prompts yourself. Then we know that the second ad might go viral because on Instagram and Meta, we care about shareability.

So given that the second ad is about a cat named Gerald, people might start saying, it's so much my cat. It's really like my cat, you know? And they send it to each other.

So after I've done that, there's a second step.

From Ad Concepts to Ready-to-Use Image Prompts

That is, I want to turn the three add visual directions. I really have to show the video, at least that. Three add visual direction into ready -to -paste prompts for an AI image tool.

So I have the ideas. Now I want prompts that I will use to generate images with nanoBanana or GPT image tool. The result I get are the three prompts.

And then I like to use GPT for those. I run these prompts, and I get this stuff.

So this could be one ad. Are you still single? And then we have the cutest cat.

This guy is going to get wiped right so much. So this is Gerald, everybody.

And then we have something more about the romance and the social proof, because we have 10 ,000 verified matches. And none of them are actual dogs pretending to be cats. We had problems in the past.

So now we have a number of different assets. assets, let's move towards the last asset. There are so many others, but I don't think I will have time.

Packaging Everything: A Downloadable Brand Kit

A thing that I really feel could be useful for all of you, it's a brand kit. So if I have a brand, I want to be able to have a brand kit with downloadable icon for PR

or for my own use. So I have created for you this one I sell. So you get it for free. Be happy.

So you see it creates a single HTML brand kit based on rules that I determined. So I want to have a logo with a certain font and a certain style.

And it has to be created. I want to be able to create also the WhatsApp icons and the transparent version. So what you get after you launch this,

and please remember that there's always voice here being used in terms of framework. network, you get one of the things I'm the proudest of, because I use it also for my communities here in Lisbon

and all. So you get this. So you have each one of your logos. You can download them.

You have the white logo. You have the color transparency. So we have sort of an initial brand for our perfect match. So we can use it for mood boarding.

We can talk to our clients and suggest different ways. We have a cover, a few cover images to test. so when you use this like it applies to any brand if you upload your own logo you will get all the versions of the logo so we have a brand kit whoo we did

Generating a 20-Second Video Commercial

a lot of stuff and now we're gonna now we need a bloody commercial don't we and that's what I need the audio so I'm gonna unplug myself so I'm just gonna show this so for commercials for a for commercials I have another prompt that that I'm going to show you that generates a script for you.

It generates a script for a 20 -second ad with a hook and so on. And that's the script.

Agent Opus is one of the many video generation tools. I really like it because it lets me create pretty much everything, and it uses Cdense 2 .0 underneath. Plus I have Opus Pro, which is for subtitles and captions

and breaking long videos into short format. And I get the two tools at the cost of one. I really like this. I created a couple of songs with them.

All right, so what happens is that I have the voiceover here. I have the visual that I want, so for every single scene. And again, I want it to be on brand. And why Agent Topos is awesome, I mean,

you can do it with other tools. You can choose styles. And I created a style specifically for this. You may wonder how, by doing nothing at all.

Like, I did new style. style. I uploaded it. You remember the two slides I showed you at the beginning?

It got all the colors. I said it's a new brutalist one, and it created for me this actual style. So I select this.

I can record, sample my own audio, and it will talk like me, but I don't think it will be efficient for an ad. So, or you can choose some predefined voices. Some are more engaging, some are calmer.

Engaging, it has to be engaging. Exciting, like, your Your cat will never need to look for another one again. All right.

So if I execute this, it will take ages. But I've been doing that already. So do we want to see the result of this? We might not have the audio, unfortunately.

But trust me, the audio is nice. I can play it twice. So I have two versions. Version number one is this.

Maybe later. So. Oh, there's something. Ah, it works.

PerfectMatch hosts a real shit. The audio doesn't work well. But it's because of this. It's not because of this.

It's like a box every day. You see. PerfectMatch has unloved. So I got an ad.

And I also have another version. So with this, we did create pretty much everything.

Scaling with Agents: Auto-Building a Mini Campaign

So the more technical people in the room might say, yeah, but now we have agents. Why is this guy doing all of this stuff manually? It's for the sake of the presentation.

because I had a friend back behind the scenes, under the hood, that was also doing its own thing. Because in Cloud Code, I have uploaded just my brand.

And maybe it's better if I zoom a little, teeny tiny bit of zoom.

OK, so in Cloud Code, I created a folder. How many of you use Cloud Code? OK.

OK, so for the ones that don't, like Rocco just pretty much does everything I've done, but on my behalf. So as long as I'm clear enough about what I want, it will do everything while I am having pizza with you guys. And it did everything while I was talking with you guys.

And it gave it more freedom. So I just gave it the brand identity and said I need all of this stuff. So I said, you see, read the perfectbrand .md, then build a complete mini campaign for perfect match in a slash campaign folder.

and I want a landing page. I want four email work on sequence, so I didn't create everything that I showed you. I want three direct responsive concepts and a brand kit.

So if now I go here and I say, open everything, hey, keyboard, I don't want you, it will open everything. So hey, because it will open, it will use my tools,

so I have another idea about the branding, don't I? And then I have another type of landing page. So not the same, because I gave it more freedom.

Then I have a few ideas about the ads. So you see, static version, the caption, the video version. So problem agitate, solve. I have my email sequence.

So this thing happened while I was talking to you. This is the way in which you do it with the agent. But the same principle applies.

Use voice. voice, OK? And that will, if I did it right, please, slideshow.

Conclusion and Next Steps

In around 30 minutes, we did a product photo shoot, yes? We did a brand kit, created a landing page, an email sequence, add copy plus visuals, a cinematic video ad, and also a mini Argenti campaign build.

I hope you guys enjoyed it and that it was useful. That was tough.

And if you want to connect, if you scan this, you can find all the resources. And you'll find the Drive folder with every single thing you saw here today. And you can reach out to me.

Thank you. Thank you, Alex. Thanks again. Thank you so much.