How to write a creative brief that gives the work direction

Articles · Creative practice

A useful brief makes the audience, decision and deliverable clear before production begins.

Start with the decision

Before listing formats, state what the audience should understand or do. A product introduction, a recruitment campaign and an internal training film may all use video, but they solve different problems. Write one sentence describing the intended change.

Separate the message from the format

List the essential message, the supporting facts and the action the audience should take. Then choose where it will appear. A short social edit may introduce the idea, while a landing page carries the detail. Avoid asking one asset to perform every task.

Bring evidence and boundaries

Supply approved product information, brand assets and examples of the tone you want. Identify claims that need review and material that must not be used. If a photograph, voice or likeness belongs to someone else, establish permission before building the concept around it.

Define review and completion

Choose one person to collect feedback and identify the final approver. State the required formats, review rounds and deadline dependencies. A brief is useful when it tells both sides what completion looks like, not merely when it sounds ambitious.

Put it into practice

• Write the audience and intended action in one sentence.
• List required assets and who approves them.
• Separate essential requirements from preferences.

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