How to write a creative brief for designers and video editors

Why a short brief beats a long call

Creators do their best work when they understand the goal, the audience and the limits. A one-page brief answers the questions they would otherwise ask over several calls, and gives both of you something to check the finished work against.

The one-page template

Project: what you need, in one sentence. Goal: what should change after people see it (more enquiries, more followers, more sales). Audience: who they are, where they live, which language they prefer. Message: the one thing they must remember. Call to action: what they should do next.

Examples: two or three links you like, and one you dislike with a reason. Brand: logo, colours, fonts, tone in three words. Deliverables: formats, sizes, lengths and quantities. Timeline: first draft date and final date. Budget: a range, so the creator can suggest what fits.

Mistakes to avoid

Do not ask for something that 'goes viral' without saying what success means for you. Do not leave out the budget; creators will either over-quote or under-deliver. Do not give feedback from several people separately; collect it and send it once.

How to give feedback

Be specific and tie feedback to the goal: 'the hook takes four seconds, can it start with the product?' is better than 'make it pop'. Number your points so nothing is missed, and keep to the agreed rounds of changes.