Runway launches Ad Concepter App for prompt, image, and product-shot briefs

• Runway's launch post introduced Ad Concepter, a web app that generates ad concepts, compositions, and story beats from a single prompt, a reference image, and a product shot.
• The product demo positions the tool as a faster front end for ad ideation rather than a full editing suite, with generated concept variations shown directly inside Runway's interface.
• Runway tied the launch to its Big Ad Contest, which offers up to $100K in prizes for speculative ads made with the new workflow.
• According to the contest rules, entries must be 30-60 seconds, created in Runway under an active paid plan, and retain the official watermark.

Ad Concepter is now live in Runway's web app as a lightweight briefing tool: you feed it one text prompt, one reference image, and one product shot, and it returns ad concepts built around composition and story-beat exploration. In Runway's launch post, the company frames it as a way to move from rough brief to multiple campaign directions faster, and the [vid:0|demo video] shows users swiping through generated concept boards on a phone-like interface.

The launch immediately comes with a production brief. Runway's contest post points creators to a two-week challenge for fictional products, and the official rules add the concrete constraints: submissions can be solo or team-based, must be 30-60 seconds long, and must be made entirely in Runway with a paid account. The same rules say judging will focus on originality, craft, memorability, and fit to the assigned product brief, while requiring the platform watermark to stay on the final video.