How to Write an Effective Creative Brief for Your Next Project
June 27, 2022
Narrow deadlines. Endless revisions. Miscommunication. For any business embarking on a new project, a lack of a plan can have it jumping over these hurdles. It turns out they can often be avoided with a solid creative brief. A creative brief is the foundation for a successful project. It is a one-to-two page document that outlines all aspects of a project for the creative team that is comprehensive yet concise. It will clarify goals and objectives from the get-go and save you time. You do not want to miss these creative brief elements to jumpstart your next project:
The product: Introduce your brand and what product(s) you want to feature in your campaign. Include any other background information or context.
The objective: What is the project? What core message is your project trying to communicate? Why do you need this project? What is the problem you are trying to solve? What is the expected result of this campaign? If you are doing a video, what type of video do you want to capture? Common types of videos in video production include:
Explainer videos are short-form videos that show your customers how your product or service works. It communicates the value the company promises to deliver to customers. They can use storytelling, movement, and color to maintain the viewer’s attention. Using an explainer video can help you increase brand awareness and conversions.
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Types of animation styles include 3D, 2D, motion graphics, whiteboard, and animated typography. 3D includes objects and animated characters in multi-angled (three-dimensional) spaces, whereas 2D includes objects and animated characters in a flat (two-dimensional) space. Motion graphics and whiteboard animation are video styles that fall under 2D animation. Motion graphics often create movement with text combined with abstract objects or images, while whiteboard animation shows the viewer still images being drawn on a white background. Animated typography works best for videos where text is the key element. It can use custom fonts, color palettes, and audio that matches a brand’s aesthetic.
Crowdfunding is a type of video that helps garner credibility, trust, and support from current and prospective stakeholders by telling (or showing) them your brand’s story and why they should invest in your product or service. It is a powerful tool, especially for startups. Our clients have continuously surpassed their crowdfunding goals using our services, whether they launch on Kickstarter, Indiegogo, or any other platform.
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A commercial is made exclusively for advertising or promoting a product or service on television, usually under a minute. It may be distributed online on sites like YouTube or Vimeo. A great commercial expresses the brand message through a compelling story. It is an opportunity to make your brand memorable to the public through a recurring theme. Whether that is a fictional salesperson character, catchphrase, or a catchy jingle, they increase brand recall.
Testimonials are interview-style videos that typically involve subjects who are familiar with the company and share their experiences with their product or service. It helps the customer resonate with the persona.
H&M Performing While Transforming
2) The target audience: Describe who your video is for. What is their gender? How old are they? What is the consumer problem that advertising can solve? How do you want your audience to feel? For example, the problem may be that an eco-conscious, 24-year-old female consumer feels guilty about buying from x fast-fashion company. This company solves this problem by creating an explainer video that showcases its plan to sustainably source all its products by 2030. After learning about that initiative, the consumer’s perception about the brand changes, and she is glad with her decision to purchase.
The inspiration: Include your creative notes to help describe what you want your finished product to be using visual words and graphics. For instance, you may include images, videos, or locations that inspired the concept for the project. Providing references will guide your team and bring your vision to life.
The deliverables: Where will the project be distributed? Include the format(s), quantity, or other file requirements. What is the time frame for pre-production, shooting, and post-production? Having a measurable and realistic goal, given the project requirements, will help your team be on the same page.
Now that you have learned the structure of a creative brief you are set on your way to crushing your next project. This layout will help turn your vision into reality. We, Luminoustudios, have curated a creative brief just for you, available for download here!