# Core concepts A **campaign** is a marketing workspace. It stores the brief, objectives, reference assets, research, and generated projects for one ad initiative. A **project** is one video or image creative inside or outside a campaign. A **scene** is a generated shot or segment. In Studio Mode, each scene can have prompts, model settings, uploaded references, generation history, and selected variants. An **element** is anything placed on the editor timeline, such as video, image, audio, music, sound effect, or text. An **ingredient** is a reusable variable you reference with `@`, such as `@Actor`, `@Product`, `@Hook`, or `@CTA`. A **template** is a reusable project structure with ingredient slots, prompts, scenes, and editor setup. A **variant** is one output option from a generation request. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://docs.avastudio.com/start-here/core-concepts.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.