Start with the problem, the audience, and the next step—not a list of things to make.
Name the problem first.
A request for a video, a website, or a campaign names a deliverable. A brief needs one more layer: why does that deliverable need to exist?
Describe what is happening today and what you want to be different. That gives the creative conversation somewhere useful to start.
Make the audience specific.
Who needs to understand this? What do they already know, and what are they unsure about? A useful audience description is about the situation someone is in—not only a broad age range or a job title.
Define the next step.
Decide what you want someone to do after seeing the work. It might be starting a conversation, understanding an offer, or completing a task. Keep that next step in view when reviewing the creative direction.
Bring the constraints into the room.
Share the deadline, available assets, required formats, and who needs to review the work. These are part of the brief, not details to discover at the end.
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