Brief creative work

Turn a marketing decision into a production brief that a designer, developer, photographer, or video creator can execute without guessing.

Define the communication job

Establish:

• target audience and viewing context;
• action or belief the asset must create;
• one message hierarchy;
• product mechanism and proof to make visible;
• destination and campaign promise;
• format, placement, dimensions, duration, language, and accessibility constraints;
• available source assets and factual restrictions.

Ask only when a missing decision would materially change the concept. Label reasonable assumptions.