Creative Briefs Recipe

Purpose

The purpose of this task is to:

Define what you need from an ad creative

Communicate the same requirement to the video creator

Click on the creative brief template and fill it

Don’t go into a lot of detail keep the brief as tight as possible

Ensure to communicate the objective of the ad eg. increasing hook rate or replacing a top spender

The 2 line brief should communicate the whole structure properly

When giving references ensure that the creator understands the style ,setup and substance of the ad clearly

Share the brief

Change the stage of the ad to “ To Script”

Explain the brief

Get on a call with the creator and explain the brief in as much detail as possible try and paint a picture in their head

If needed watch the references together

Give the creator enough time to ask questions

Mention any past revisions or other technicalities your want them to avoid

Come back to the brief when giving revisions

When giving feedback on the creative refer to only 2 documents the brief and the SOP

Help the creator understand the difference between what you had written and what they have actually shot

Doing this repeatedly will bridge the communication gap between the both of you and help them understand how to read and understand briefs better

This should also help them understand how to ask the right questions and you to understand the gaps in understanding you need to fill for the creator

Question

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Question

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