Creative brief
Free tool
Creative Brief Template
Fill in your brief on the left, read it on the right as the document you will send: objective, audience, message, proof, call to action, formats. The tool flags what is missing before whoever designs your visuals has to ask you.
A brief answers the questions whoever creates an ad would otherwise ask: what the campaign must achieve, who it speaks to, what it says in one sentence, what proves it and what the reader should do next.
Brief filled in your browser, nothing is sent. It starts from a fictional example: replace it with your project.
Your Brief Is Ready. What About Your Visuals?
Ad visuals are created from this brief, format by format, for your Meta Ads, Google Ads and YouTube Ads campaigns.
20 minutes · No commitment · 100% confidential
What a good brief contains
Objective → audience → message → proof → call to action → formats
The brief follows the order of the questions the creative team asks: what the campaign must achieve, who it speaks to, what it must say, what proves it and what the reader should do next. Formats and mandatory mentions avoid redoing a visual at the last minute.
The key message holds one idea. Two ideas in the same ad force the creative team to choose, and that choice belongs to the brand, not the designer.
Two uses
- Before ordering visuals: send the brief with the request, not after the first round of back and forth.
- To align a team: the same sheet serves the designer, the copywriter and whoever launches the campaigns.
Frequently asked questions
What is a creative brief?
The document that tells whoever creates an ad what it must achieve, for whom, with which message and in which formats.
What goes into a creative brief?
The objective, the audience, the key message in one sentence, the proof, the tone, the call to action, the formats, the mandatory mentions, the deliverables and the deadline.
Is my brief sent anywhere?
No: it is filled in your browser, and nothing leaves your page.
Growth partner
Positioning, acquisition, innovation: together we build a lasting growth system.
Théo MaupiléFreelance Paid Media
Google PartnerSuperMalter
