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Template · Briefs

Creative brief template.

A creative brief is a one-page plan for one ad: who it is for, the one angle, the hooks to test, the format, what must be said and what to deliver. Copy this template, fill the blanks and send it.

Previewcreative-brief.md

Creative brief: [Product]

Brand: ______

Product and link: ______

Owner: ______ Due: ______

Objective

What should this ad do? (sell a product, launch an offer, test an angle) ______

Who it is for

Who they are, what situation they are in, what they already believe. ______

The problem

The one problem this product solves for them. ______

The angle

One reason to buy, not five. ______

Hooks to test (first 3 seconds)

1. ______

2. ______

3. ______

Format and placements

Format (UGC, studio, static, carousel, motion): ______

Ratios: 9:16 for Reels and Stories, 4:5 for Feed

Placements: ______

Key message and proof

Message: ______

Proof (review, demo, number, before and after): ______

Must say

______

Never say or show

______

Call to action

______

References

Two or three past ads that worked, and why. ______

Deliverables

How many cuts, ratios, lengths, file names. ______

How to use it, in four steps.

  1. 01Write the objective firstOne line on what this ad must do. If you cannot write it, the brief is not ready.
  2. 02Pick one angleOne reason to buy per brief. Two angles means two briefs, and a cleaner test.
  3. 03List three hooksThree openings on one body give you a hook test from a single production.
  4. 04Attach referencesTwo or three past ads that worked, with a line on why, beat a paragraph of tone notes.
Filled example

Field 40 watch, launch week.

A made-up brand (Acme Watches), so you can see the blanks filled in.

Objective
Sell the new Field 40 in launch week
Angle
Built for the long weekend
Hooks
Drop test, strap swap in 10s, sunrise wrist shot
Format
Studio video, 9:16 and 4:5
Must say
100m water resistant, free engraving

Field 40 winners

4 assets

Hooks that sold Field 40 this quarter. Brief new creators from here.

Do this in Fovea

Send the brief with the references.

Pull the reference ads into a Fovea collection and share it by link. The designer opens it without an account, next to the brief you just copied.

See the Library →
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Questions, answered.

What should a creative brief include?+

Objective, audience, the problem, one angle, hooks to test, format and placements, key message and proof, must-says, never-says, the call to action, references and deliverables.

How long should a creative brief be?+

One page. If it runs longer, you probably have two briefs.

Can I use it in Google Docs?+

Yes. Download the .txt and open it, or paste the Markdown into Google Docs with Markdown turned on in Tools, Preferences. Notion takes the Markdown as is.

Is the template free?+

Yes, free to copy, edit and share. No sign-up.

Copy the template.
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