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Posts Tagged ‘creative brief’

The Creative Brief

Thursday, October 2nd, 2014

Aside from my love of documentaries focused on the creative industry…I LOVE conversations and commentary around the purpose and utility of the Creative Brief.

I always have.

People in advertising get stuck on “truths” and end up complicating briefs. Shocker. I have always approached the creative brief by simplifying the complex and igniting a customer desire through “flexible limitations & invitations” (also mentioned in this video). Not too prescriptive and not blue sky. Gives the creative team room to explore.

I invite you to watch Briefly. (video embed below) What makes this video special is the intersection of 3 industry perspectives: advertising, architecture and technology.

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