> For the complete documentation index, see [llms.txt](https://docs.avastudio.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.avastudio.com/start-here/core-concepts.md).

# Core concepts

Ava works best when you understand the difference between campaigns, projects, scenes, elements, assets, ingredients, variants, and templates.

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.