Creative Brief

Creative Brief

Turn the campaign strategy into a practical brief for ads, social creative, videos, images, or creator content.

Gather The Strategy

Identify:

• Audience and awareness level.
• Channel and placement.
• Offer or product.
• Desired action.
• Core promise.
• Proof or demonstration.
• Brand constraints.
• Production constraints: format, duration, dimensions, assets, budget, deadline.

If the strategy is unclear, create the minimum brief first instead of generating random concepts.

Inventory Source Material

List what can be shown:

• Product screens, product shots, packaging, app flows, demos.
• Customer proof, reviews, UGC, before/after, benchmark, quote.
• Founder or creator footage.
• Brand assets and mandatory disclaimers.
• Claims that need substantiation.
• Missing assets that would weaken execution.

Develop Concepts

Each concept must specify:

• Hook.
• Visual opening.
• Product or proof moment.
• Narrative beat.
• CTA.
• Format requirements.
• What to test against other concepts.
• Source assets needed.
• Claim/compliance risk.

Vary concepts by angle, not just wording:

• Pain scene.
• Before/after.
• Myth correction.
• Demo-first.
• Customer proof.
• Comparison.
• Founder POV.
• Unexpected use case.

Production Handoff

Give concrete asset direction:

• Frame or scene list.
• On-screen text.
• Voiceover or caption direction.
• Product shots or screenshots.
• Required claims and disclaimers.
• Variants for platform cropping.
• Editing or generation instructions.
• What must stay constant across variants.

Avoid vague prompts like "modern, clean, engaging." Name the subject, action, setting, composition, and proof moment.

Output

Creative brief:
Audience:
Channel:
Placement:
Promise:
Proof:
CTA:

Source inventory:
- Available:
- Missing:
- Claim risks:

Concepts:
1. [concept name]
   Hook:
   Opening visual:
   Beats:
   Asset requirements:
   Test variable:
   Claim/compliance note:

Production spec:
- Format:
- Length/dimensions:
- Visual style:
- Text overlays:
- Required assets:

Creative test matrix:
| Concept | Angle | Hypothesis | Success metric |