Creative Brief:
Define Your Project

Note!

Effective work begins with clarity. This brief helps define direction, scope, deliverables, timeline, and usage before production starts. It reduces back-and-forth, protects the budget, and keeps decision-making calm.

If the project is confidential, note it in the brief. An NDA can be arranged.

How to use this brief:

• Keep answers simple and specific

• Share references that show the level and the mood

• If something is unknown, write “TBC” and a best guess

• If you have internal constraints, list them early

Creative Brief Framework

BRAND AND CONTEXT

• Brand name and website

• Short context, what is changing, what is the opportunity

• Market and audience, who is this for

• Current identity assets, guidelines, typography, colour, tone of voice

• References, brands or work you see as relevant

OBJECTIVE

• What does success look like for this project

• What problem are you solving, and for whom

• What needs to be true when we are done

OUTPUT AND DELIVERABLES

• What needs to be delivered, in plain language

• Estimated volume, number of looks, number of final images, formats

• Channels, e-commerce, social, press, paid, retail, print

• Any must-have crops, ratios, or layouts

CREATIVE DIRECTION

• The concept or story, if there is one

• What the images should communicate

• References, mood, casting, styling, lighting, location

• What to avoid, colours, gestures, props, clichés, brand risks

PRODUCTION REQUIREMENTS

• Studio or location preferences

• Casting needs, number of models, character, diversity, age range

• Styling plan, in-house, external stylist, wardrobe notes

• Hair and make-up needs

• Props, set, special requirements

• Crew expectations, what you already have, what you need support with

USAGE AND LICENSING

• Intended usage, channels and placements

• Duration, territory, and any exclusivity needs

• Any third-party requirements, retailers, partners, press

• If unsure, describe the likely use and we will propose a licensing structure

TIMELINE AND APPROVAL FLOW

• Target shoot window

• Internal review process and key decision-makers

• Approval milestones, concept, pre-production, selects, finals

• Launch date and any hard deadlines

BUDGET GUIDANCE

• If you have a range, share it

• If you do not, describe the level of production you need and the expected volume

• Note any non-negotiables, locations, talent, post-production level

PRACTICAL NOTES

• Points of contact

• Billing details

• Any legal requirements, brand safety, or sensitivities

• Links to existing assets, decks, past campaigns, product lists