creative-brief

name	creative-brief
description	Turn a strategic communication or experience goal into a focused creative brief with audience, insight, promise, proof, tone, constraints, and deliverables.

Creative Brief

Use before substantial brand, campaign, launch, visual, video, or experiential creative work.

Procedure

1. Define the business/product objective and the audience behavior or perception that needs to change.
2. Identify the most useful audience insight or tension supported by evidence.
3. State the single-minded proposition the creative should communicate.
4. List credible proof and mandatory facts.
5. Define tone and creative territory with enough direction to inspire without prescribing the final execution.
6. Specify required deliverables, channels, constraints, accessibility, and brand requirements.
7. Identify what the work must not imply or claim.

Quality gate

The brief should narrow the problem while leaving room for strong creative solutions. If it contains several unrelated messages, it is not focused enough.