The brief template brands keep reusing

Most briefs fail in the same place: they tell creators what to say, but not why it matters to the audience. The briefs that get reused flip that order.

One goal, written as a feeling

Instead of “raise awareness”, the best briefs describe what a viewer should feel or do: “walk away convinced this pan is easier than the one they own”.

Creators told us this single line changed their scripts more than any list of talking points.

“Give creators the goal and the guardrails. Leave the words to them — that's what you're paying for.”

Three must-haves, three never-evers

Keep the hard rules short. Three things the content must include, three things it must never do. Anything longer gets skimmed — and then broken.

Legal teams liked it too: shorter rules meant fewer review rounds and faster approvals.

Show, don't spec

Attach two examples of content you loved from other creators, and one you didn't. It saves a dozen emails about tone.