What a good creator brief looks like (with Mr Bright as the example)

Creators know their audience better than any brand does. A good brief doesn’t script them. It gives them what they need to make something honest that also sells.

What we put in every brief

1. One message. For Mr Bright: what a week with the kit is actually like.
2. The must-says, kept short: the product name and where to buy it.
3. The must-shows: the product in use, not just in hand.
4. The no-gos, so nothing needs reshooting.
5. Total freedom on everything else: their words, their humour, their setting.

Before anything goes live, the brand sees and approves it. No surprises on either side.