ATL — Above the Line

Mass reach. One message, many people. Brand-led rather than response-led.

Back to the workflows index.

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What this vertical means here

On page 1 of the roadmap, ATL OS is one of five spokes off Mktg OS. Page 4 scopes it concretely:

1) ATL → Creative → 15000 → Static | GIF | Video   ... f/HO
   → Social → Creative + Analytics + Planning + Scan – Planning
              Trend spotting — Paid + Infl. spotting
   → ORM  → own
   → LFC  → Scan + Planning + Blog + Execution

So ATL covers four things: creative production at volume, social, ORM, and long-form content. The 15 000 figure is the creative volume the system is meant to absorb — which is why "creative factory" appears on page 4 rather than "creative brief".

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Workflows

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What's live, in detail

Daily Studio and Custom Lab

The only two workflows that exist as a first-class abstraction in code (lib/content-workflows.ts). Both are templated, so their behaviour is configuration rather than bespoke code:

Daily Studio is the production line; Custom Lab is the bench for one-off work.

Script generation

Driven by the Creative Agent. Runs as a background job — MongoDB is the queue, concurrency capped at 2, stale jobs reclaimed after 60 s.

Hook formulas are enforced, not suggested. The creator's formula is applied and checked, and a cooldown steers successive scripts away from opening the same way — so a week of output doesn't read as one template.

Competitor intelligence feeding ATL

Competitor reel topics surface in the Competitors tab of both Discovery and Daily Studio. They stay read-only by design: reels never pass the compliance scan every news item gets, so they inform what you write without being selectable as a generation source.

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What's missing

The whole creative asset layer. This is the headline gap. Page 4 calls for a creative factory producing static, GIF and video at 15 000 volume, under templates and guard rails, with localisation. Today the system writes text. There is no image generation, no video generation, and no asset pipeline.

Specifically unbuilt:

• Template + UGC system — page 4 wants templates under guidelines; today the brand prompt is free text
• "Diff approaches → diff themes" — one prompt yields one angle
• Localization + topicality — no vernacular pass anywhere
• The FACTORY loop — page 4 draws Discovery → Content → RBI → Creation → RBI → Approval, with RBI checkpoints at three stages. Today there is one compliance gate, at the end, on blogs only
• Creative Repository — nothing indexes reusable assets across drafts
• Nothing publishes. Scripts reach the calendar and stop

ORM is entirely unbuilt. Meltwater and LocoBuzz are named on page 3; neither is integrated. Page 4's ORM → own and page 5's deliverable ⑥ both point at a workflow that does not exist.

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Dependencies

That last row is worth flagging: scripts do not get AI compliance review. Blogs do. A script is reviewed by keyword scan alone.

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Workflow specs in this folder

• Creative Factory
• Creative Repository
• Custom Lab
• Daily Studio
• Hook Production
• ORM Monitoring

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Roadmap source

Pages 1 (ATL OS spoke), 4 (channel scope + creative architecture), 5 (deliverables ①, ⑥, ⑦), 6 (SM MVP vs end state, NO AGENCY).

Page 6's social split is the clearest statement of intended sequencing:

MVP = YT | Meta | FB | Insta | WA
ES  = LinkedIn · Infl. + Avatar · Agency Automation · ORM