Brandflux
DNA-anchored creative process

Variation

A single rendered asset inside a Campaign, anchored to a Direction and conditioned by the Brand DNA. The atomic unit of creative output in Brandflux.

Also called: variant, rendered asset

A Variation is a single rendered asset inside a Campaign. It is the atomic unit of creative output in Brandflux. Every Variation belongs to a Direction, every Variation is DNA-anchored against the published Brand DNA, and every Variation carries the Composer’s text overlay on top of the underlying visual.

What a Variation contains

  • A visual (still or reel) rendered against the Brand DNA palette, typography references, and imagery references.
  • A text overlay (headline, hook, CTA, legal copy as needed) authored by the Composer and laid out with the brand’s typography.
  • Metadata: which Direction it belongs to, which credit cost was consumed, which channel and format the brief targeted, which render-tier was used.
  • A reviewability state (commented, picked, approved) and a delivery state (draft, locked, distributed).

Credit cost

Each Variation consumes credits at render time. A standard still costs one credit. Premium stills and reels cost more, with the exact cost visible on the Generate button before the Lead commits. Credits hide the underlying model identity from the Lead by design: the team sees the cost of the variation, not the cost of the model, and the routing layer picks the model that best fits the Direction and the brand.

Versions and re-rolls

A Lead can re-roll a Variation while staying inside its Direction (regenerate against the same brief, same Direction, fresh visual seed). Re-rolls produce new Variations rather than overwriting the original, so the team and the client always have the full set to compare. The original is not deleted; the Lead curates the working set by hiding rejected Variations from the review surface.

What gets shipped

Only Variations that pass Final approval get locked into the DAM and distributed. Locked masters carry the Variation’s full metadata into the archive: which brief, which Direction, which DNA version, which approval round. That history is the substrate of the compounding moat: each campaign improves the next because the next brief can draw on what worked.