Why Creative Briefs Should Create Inspiration For The Creative Team
Inspired by the short film “Briefly.”
One key takeaway from the short documentary film “Briefly” was that the best creative briefs are ones that inspire a creative team. Although it is important to include as much information about the client as possible in the document, there needs to be room for attention grabbing, emotion-filled inspiration. It makes sense that a creative team would be much more likely to be interested in a client’s brief if it was something they truly believed in and wanted to get involved with.
It is first important to know what a creative brief is. Essentially, it is a document shared by a client to a creative team that states who they are as a brand, a problem they are having, ideas on what needs to be fixed, and the reason why it needs fixing. A brief is a “short form communication tool from a client,” or a “clarity of purpose,” as said from the film. The speakers in the film also expressed the importance of being overly detailed in a brief, so that the agency can really hone in on who the brand is, however, not taking away creative freedom from the creative team in need. A creative breif should also have plenty of room for growth and change along the process.
As a client, making the creative team inspired though a creative brief is key to getting them in on a project. In “Briefly”, one man spoke about a brief he had received from Samsung. They had presented him with facts about their phones being better in many ways to the iPhone, however, not nearly as popular. When the man saw the truth in the facts, and how this did not correlate to how the world perceived this phone, it inspired him to take on the job. With his team’s help, the phone surpassed the iPhone in popularity. He stated that sometimes audacious briefs are the best briefs.
A creative group called D&AD says that briefs should set off “little explosions” in a creative team’s mind. The more interested and involved the team gets, the more likely they will give it their all and do the best work they can do for that client. So while a client should get in depth about facts, it is an overlooked key component to find a way to inspire your creative team so that they enjoy the challenge and hand out the best results.