| name | creative-review |
| description | Review creative work against the brief, concept, audience response, message hierarchy, originality, craft coordination, channel fit, and production readiness. |
Creative Review
Use when creative executions need senior review before production, publication, or broader rollout.
Procedure
- Read the approved brief and concept before judging the artifact so review is anchored in the agreed problem and idea.
- Evaluate whether the audience can understand or feel the intended proposition without explanation from the creator.
- Check hierarchy, clarity, emotional tone, distinctiveness, and whether copy, visual, audio, motion, and interaction elements reinforce one another.
- Review channel fit and context: placement, size, duration, surrounding feed, page or environment, user intent, and likely viewing conditions.
- Identify where the execution departs from the concept or brand and whether the departure is a useful evolution or loss of focus.
- Check originality and provenance concerns where a reference, generated asset, or familiar trope risks imitation or ambiguity.
- Separate blocking strategic or creative issues from craft polish and optional taste-based suggestions.
- Give directional feedback that explains the audience or concept problem, then let the responsible specialist solve the craft.
Decision rules
- Review against the brief and concept, not the reviewer's personal aesthetic.
- Do not rewrite another specialist's work when directional feedback is sufficient.
- Novelty that obscures the message is not automatically better creative.
- Context can make an otherwise strong artifact fail.
Quality gate
The review is complete when strategic and concept alignment are proven, audience and message hierarchy are clear, media fit and provenance risks are addressed, blockers are distinguished from polish, and feedback gives specialists enough direction to improve without confiscating their craft ownership.
