Creative Brief

Convert a vague client ask ("we need a cool animated explainer") into a structured, sign-off-ready creative brief, and generate the exact clarifying questions to send when the client cannot articulate what they want.

When to use

Use when starting any motion project, when a client request lacks the detail needed to scope or quote, when a brief needs to be drafted for client approval, or when a "make it cool" request must be translated into concrete direction. A locked brief is the contract for creative intent; everything downstream (estimate, scope, revisions, delivery) depends on it.

Core principle

A brief is not a wish list — it is a decision document. Every project decision should trace back to one line in the brief. The job is to interrogate eleven dimensions until each has a concrete, written answer, then lock it with a sign-off line. Vague answers are not acceptable; convert each one into a specific, testable statement.

Decision tree — how far to take the brief

The judgment is how much rigour this brief needs and what to do with each gap. Don't over-process a one-day social cutdown; don't under-process a broadcast campaign.