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(upbeat music) - A creative brief is a one to two page strategic document used by in-house marketing teams, ad agencies, and freelancers to clearly define the scope, goals, and requirements of a creative deliverable. It goes beyond the standard project brief by capturing the vision, voice, and target audience of a brand or campaign for writers, designers, and video teams assigned to the project. Free artistic reign may work fine for personal creative projects, but if you're delivering corporate campaigns or client projects, clarity is everything. If your creative team doesn't understand the who, what, and why behind a project, they're more likely to miss the mark. That creates unnecessary stress and frustration, and adds more time and money to the project, and nobody wants that. A clearly defined creative brief enables your team to deliver high quality work with fewer rounds of revisions. By aligning your client's goals and expectations with the people doing the creative work, delivering the desired outcome will be quicker and easier. There's no single right format for writing a creative brief. It really depends on the kind of projects your creative team will work on, and what you need to know to deliver quality work effectively and efficiently. For example, ad agencies may want to include background info about the client and brand guidelines, while internal teams already understand those things and don't need those extra details cluttering their creative briefs. Let's take a look at some common elements you may want to include in your creative brief. If you're writing a creative brief for an advertising agency or a freelance client, you'll wanna capture a brief snapshot of the company, so you and your team understand the organization behind the project. Give a quick summary of the company and the products or services they offer, and be sure to include a link to their website so team members can dig deeper if they need to. A general idea of the project helps set the stage for what's to come. Don't worry about going into a ton of detail here, simply explain what the project is, and why it was initiated in one or two sentences. If this project will help solve a particular business challenge, this is a great place to capture that information. Understanding project goals makes it easier for your team to get creative right the first time, so draw a clear picture of success in this section. Here are a few questions you may want to answer. What's the goal of the project? What action do you want the audience to take? And what key metrics will you use to measure success? This is where the rubber meets the road as far as what will actually be produced. List the key project deliverables and specify any size, format, color, or quantity requirements. Feel free to customize this section based on the kind of creative work that you'll be delivering. For example, you may wanna break out specific options for...