A clear brief makes life easier for everyone. It means fewer back-and-forths, fewer revisions, and content that nails what you're looking for—first time.
We keep things simple with two key sections in our briefs:
Brief Description – A quick overview of what this brief is all about
Creative Directions – Specific briefs for each piece of content
1. Brief Description: Setting the Scene
This section provides a quick snapshot of your brand and what’s the brief is all about.
Good stuff to include:
The goal – What are you trying to showcase? (e.g., “Highlight the bottomless brunch experience at XYZ.”)
Your brand – What makes it special? (e.g., “XYZ Bar is known for its live jazz nights and signature whiskey cocktails.”)
Anything unusual or exclusive? – A special offer, an interesting story, a secret back room with a hidden entrance?
What to avoid:
🚫 Don’t write an essay. Keep it concise—just enough for the creator to get the big picture.
🚫 No need to get into specifics around deliverables—we'll deal with that later.
2. Creative Directions: What the Content Needs to Capture
Each deliverable comes with it's own Creative Direction. This is where you get specific about what to capture and how it should feel—while still allowing the creator to bring their own style.
How Prescriptive Should You Be?
It depends on the brand. Some want things done a certain way, while others trust creators to take the lead. You can be as detailed or open-ended as needed—it all comes down to what works best for the campaign.
If you want a structured, step-by-step guide:
This approach is great when a brand has a specific vision in mind. It ensures consistency across multiple pieces of content and minimizes revisions.
👉 Example:
✅ 15-second Instagram Reel
✅ Hook: "Is this the best-kept secret in London? Michelin-star dining for under £50!"
✅ Key shots to include:
Walk up to the entrance, showcasing the restaurant sign.
Close-up of the signature dish being plated.
A first-person reaction shot of the first bite.
✅ Call to action: "This deal is only on for a limited time—book your table before it’s gone!"
If you want to leave it up to the creator:
This works best when you want natural, authentic content. It allows creators to bring their own personality and storytelling style while still capturing the brand’s essence.
👉 Example:
✅ Give them the big idea but let them run with it.
✅ Highlight only the essentials: "Make sure to capture the energy of a lively Friday night."
✅ Keep it open-ended: "Use your own style, but highlight the bartender’s signature move."
Finding the Middle Ground: Using Do’s & Don’ts
Most brands land somewhere in between. You don’t want to dictate every frame, but you also don’t want content that feels completely off-brand.
This is where Do’s & Don’ts come in.
They provide clear guardrails without stifling creativity.
They ensure key brand elements are respected while allowing flexibility in execution.
They help avoid unnecessary revisions by clarifying what works and what doesn’t.
For example, a restaurant might not need specific shot instructions but might have a brand standard that all fridges must be fully stocked—so any footage showing empty or half-filled fridges would need reshooting.
A good Do’s & Don’ts list ensures that creators stay on-brand while still making content that feels authentic and engaging.
✅ Do’s:
✔ Showcase the energy. Capture the buzz—chefs in action, drinks being poured, and guests enjoying their meals.
✔ Include group moments. Show people ordering, sharing dishes, and enjoying the dining experience together.
✔ Highlight our signature dishes. Make sure to feature our top menu items, such as XYZ.
❌ Don’ts:
✖ No empty or half-filled fridges. Fridges should always look full, clean, and well-organized—this is non-negotiable.
✖ Avoid generic pub vibes. This isn’t just any bar—it’s a sports bar. The game-day experience should be front and center.
✖ No overly slow or cinematic edits. Keep it vibrant, engaging, and dynamic—this is about fresh food and a lively atmosphere, not fine dining. But avoid jarring or chaotic cuts.
That’s It! Simple, Clear, Effective.
Brief Description → Set the scene.
Creative Directions → Tell them what needs to be captured.
Do’s & Don’ts → Keep the content on-brand.
A great brief means great content—so take a little extra time to make sure your instructions are clear, helpful, and aligned with what the brand actually needs.
Any questions? Your contact details should be in the Overview Brief, so reach out if needed!