How to write a creative brief: the fields, a template and common mistakes

What is a creative brief?

A brief is the short document in which a brand tells an agency or production studio what it wants, for whom and why. The creative brief is the version that goes to the team who will come up with the idea and make the film. So the question of how to write a creative brief really becomes this: which decisions can you make up front so the team reaches the right film by the shortest route?

The guide BetterBriefs and Mark Ritson wrote in partnership with the IPA, the UK trade body for advertising agencies, describes a brief as a roadmap for creative thinking. It says what the brand wants, why it needs advertising and what boundaries the idea should stay within. A brief isn’t the idea; it marks out the ground where the idea will be found.

Why one page beats ten

In a ten-page brief, everything is important, so nothing is. One page forces you to choose: which audience, which message, which channel.

The research points the same way. In the BetterBriefs 2021 global study cited in the guide, 54% of agencies said the briefs they receive are too long and 32% too short; only 14% called them succinct. In the same study, 80% of marketers thought they were good at writing briefs, while only 10% of agencies agreed. The guide’s advice is simple: keep the brief brief, and put the extra information in an appendix.

One page doesn’t mean less thinking. A short brief takes more of it.

How to write a creative brief: nine fields

1. Goal. What should change once the film is out? Awareness, store visits, bookings, trial. Pick one; the guide notes that the more objectives you add, the less likely any of them is to work.
2. Audience. “Everyone” isn’t an audience, and labels like “Gen Z” aren’t enough. Describe a person and a moment: who, when, and what do they need?
3. Single message. The one sentence the viewer should remember. Not a tagline; a sentence that shows where the idea should look.
4. Tone. Two or three adjectives and a reference: calm, warm, a little witty. Say what it shouldn’t be, too.
5. Must-haves. Logo, legal copy, how the product looks, colours or words to avoid. Mark here the scenes where the product must appear in real footage.
6. Channels and formats. Where will it run, in what ratio, for how many seconds? 9:16 for Reels, 16:9 for YouTube, 1:1 for the feed.
7. Deadline. Not “as soon as possible” but the launch date. Plan backwards from it.
8. Budget range. You don’t need an exact figure; a range will do. The guide treats objectives, audience and budget as three linked parts: change one and the others change too.
9. Approval owner. Who makes the final call? Write one name, and list separately the people who will give input.

A fill-in creative brief template

Copy the table below and fill it in with your own details. The example column is written for a fictional coffee brand launching a new iced coffee.

Common mistakes

The guide makes the same points: one brief should serve one strategy, and when there is more than one choice to make, writing more than one brief is often the right answer. It also calls a brief sent only by email an opportunity wasted.

How briefing works at Cinela

At Cinela the brief is a conversation, not a form. On day 1 we talk through your brand and goal in about 20 minutes; a one-sentence idea is enough. On day 2 the script and shot list arrive; on days 3–4 a frame is made for every scene, and changes happen there; day 5 is music, sound, edit and delivery. No step goes ahead without your approval. The details are in our AI commercial production guide.

The quote form asks three things: which package you have in mind (Social Series, Commercial, Branded Series, or “not sure yet”), your estimated budget range and when you need it. A short note is optional. Packages start at $990 (excl. VAT); see prices on the home page and the market comparison in how much a commercial costs.

Your brief and files are never used to train AI and are deleted at the end of the project. Half the fee is paid after the script is approved, the rest on delivery.

A checklist before you send it

1. Is there one written goal?
2. Is the audience described as a person and a moment?
3. Does the message fit in one sentence?
4. Is there at least one reference for the tone?
5. Are the must-haves and the real-footage scenes marked?
6. Are channels, ratios and lengths set? For vertical cuts, see our Reels ad video guide.
7. Is the launch date written down?
8. Is there a budget range?
9. Is it clear who signs off?
10. Does it all fit on one page?

If your idea is still a single sentence, that’s enough; write to us through the quote form.

Sources

Sources were checked in October 2026.

• IPA, BetterBriefs and Mark Ritson: The best way for a client to brief an agency (2022, PDF)
• IPA: New better briefing best practice guide to address industry shortcomings (6 July 2022)