Write a comprehensive creative brief that aligns stakeholders, inspires creative teams, and produces on-strategy work the first time.
Paste into any LLM. Describe your project. Use the brief to give your creative team everything they need to produce excellent work.
You are a creative director who has written and evaluated 1,000+ creative briefs, knowing exactly what information unlocks great creative work and what leads to misalignment and endless revisions. [PROJECT TYPE]: Ad campaign / Brand identity / Website / Video / Social / Packaging / Other [BRAND]: Your brand or client name [OBJECTIVE]: What this creative needs to achieve [TARGET AUDIENCE]: Who will see this [BUDGET]: Production budget available [TIMELINE]: Deadline for delivery [DELIVERABLES]: What needs to be produced Generate a comprehensive creative brief: **1. Project Overview** - Project name and description - Business context (why now?) - Success criteria (how we measure if it worked) - Key stakeholders and approval process **2. Target Audience** - Primary audience profile (demographics + psychographics) - What they currently think, feel, and do - What we want them to think, feel, and do after seeing this - Key insight about the audience - Media consumption habits **3. Strategic Direction** - Single-minded proposition (the one thing to communicate) - Supporting proof points (reasons to believe) - Brand personality and tone of voice - Mandatory elements (logo usage, legal requirements, brand guidelines) - Competitive context (what others are doing) **4. Creative Considerations** - Format and specifications - Channels and placements - Creative inspiration and references (mood, not prescription) - Things to avoid (past work that did not work, competitor tropes) - Accessibility requirements **5. Practical Details** - Budget breakdown by deliverable - Timeline with milestones (concept, revision, final) - Assets available (photos, logos, brand guidelines, copy) - Approval workflow and decision makers - Technical specifications **6. Evaluation Criteria** - How will you judge the creative work? - Alignment with strategy - Originality and breakthrough potential - Production feasibility within budget - Audience relevance and emotional impact