THE BRIEF: UNDERSTANDING AND WRITING A CREATIVE BRIEF
CREATIVE CLASS FOUR
UNDERSTANDING AND WRITING A CREATIVE BRIEF
The Project Brief.
It’s not just a document or a casual email that you skim through and toss aside.
It’s more akin to a sacred map, a compass that points the direction your photography expedition is headed.
It’s the fuel to your creative fire, the boundaries that, paradoxically, set you free.
Briefs can liberate the creative mind by putting walls around concepts, add structure to chaos.
Imagine being a warrior with your sword ready for battle. I’d be wearing cool, rad armor with little motorcycles embossed in it.
But instead of plunging headfirst into the unknown, you are given this magic scroll: the Projectivus Briefus.
A map to the heart of the empire, a guide for our quest.
The Project Brief.
It’s the client’s voice, distilled into words. They’re saying, “Here’s our vision. Can you bring this to life?”
What is a Project Brief?
It’s a story, a blueprint, a manifesto all rolled into one. It outlines what the client or editor is dreaming of seeing through your images.
They provide the theme, the tone, the message they want to communicate – and you, the artist, interpret and manifest that dream with your unique style.
A good brief is the foundation that ensures everyone is on the same page, avoiding the dark abyss of miscommunication and setting the stage for work that’s not just satisfactory, but utterly remarkable.
Briefs eliminate the:
- “I don’t know what I want, but I will know it when I see it”, client.
- “That’s not quite what I was thinking, reshoot it differently”, client.
- “Make it more like that thing I saw but can’t remember where…”, client.
- “While you’re at it, and have your camera out, could you just…”, client.
Briefs, like shot lists, manifests, and change-of-work orders, are tools for keeping our work focused, and our creative lives sane. OK, saner.
Types of Briefs in the Photography, Video and Design World:
- The Comprehensive Brief: This one is the holy grail, the Michelin-star meal of briefs. It’s detailed, it’s precise. It’s got the background of the project, the target audience, the desired emotion to evoke, specific shots, locations, the timeline, the budget, and perhaps even the color of the socks the model should wear. It’s a masterpiece of clarity.
- The Open Brief: This is the jazz improvisation of briefs. The client provides a general theme or message but gives you, the artist, the freedom to interpret and dance with it. “We want to capture joy,” they might say. How you capture that joy? Well, that’s your sonnet to write, your song to sing.
- The Directive Brief: Here, the client has a very specific vision. It’s less ‘paint us a portrait’ and more ‘paint us a sunset over the hills of Tuscany with a couple embracing in the foreground.’ It’s a tightly choreographed ballet, where you have a clear role and steps to follow.
- The Technical Brief: This one is all about the specs. It’s the scientist in the art lab, with specific requirements for format, lighting, post-production, and delivery. It’s the ‘how’ more than the ‘what’ or ‘why’.
- The Evolutionary Brief: This is the growing, breathing entity. It’s a dialogue, a back and forth between you and the client as the project evolves. It’s flexible, adaptive, and evolves as you both learn more about what the project is growing into.
(NOTE: EXAMPLES OF EACH BELOW.)
Now, why is all this so essential?
Because art isn’t about wandering lost in a storm; it’s about navigating the storm with purpose and vision.
A brief isn’t a chain; it’s a lifeline, a guide that aligns the stars of the client’s expectations with your radiant creativity.
And in the cacophony of the world where everyone is screaming for attention, a well-interpreted brief helps your work sing clearly, beautifully, and unforgettably.
So, the next time you receive a project brief, don’t just read it. Study it.
Savor it like the first sip of morning coffee. You’re the director and it’s the script of the grand play that you’re also the star of. Kind of a Clint Eastwood vibe.
Learning to work with a brief, and how the brief is conceived is a true leap forward.
So many photographers do not have any idea of what to do with these things.
And when they get them, panic sets in. It is also important to understand how to craft a brief.
You may be in charge of the visual branding for one of your clients (which is cool and comes with a subscription, or retainer, thus steady income) and need to create a brief for a vendor you want to use for part of the project.
Study these five examples for a good look into the different styles of briefs and understand where and when you would use them.
Comprehensive Project Brief Example
Client: AwesomeCo Innovations
Project Title: “Future in Your Hands” – A Global Marketing Campaign for a New Smartphone
Objective:
Launch a captivating and memorable campaign that positions our new smartphone as the go-to device for tech-savvy consumers seeking functionality and style.
Target Audience:
Tech enthusiasts, professionals aged 25-45, who value cutting-edge features, design, and seamless user experience.
Background/Context:
Our new smartphone model is set to disrupt the market with its unique blend of advanced features and sleek design. The competition is fierce, so we need to stand out.
Message:
“Empower your life with [Product Name] – the future in your hands.”
Tone & Style:
Sophisticated, Innovative, and Inspiring.
Deliverables:
- 30 high-resolution product and lifestyle images.
- 3x 30” TV commercials.
- 10 social media ad designs and copy.
- Launch event concept and planning document.
- 8-page print and digital brochure.
Budget:
$XXX,XXX (Breakdown included, specifying allocations for production, talent, media buying, etc.)
Timeline:
- Kick-off Meeting: [Date]
- Initial Concepts Due: [Date]
- Final Drafts for Review: [Date]
- Launch Date: [Date]
- Post-launch Analysis: [Date]
Key Stakeholders:
- Client Lead: Jane Doe, CMO
- Creative Director: John Smith
- Project Manager: Alice Johnson
- [Other team members]
Success Metrics:
- Increase in product sales by 20% within the first quarter post-launch.
- 5 million views on YouTube for the TV commercial.
- Engagement rate of 10% or higher on social media ads.
Creative Requirements/Constraints:
- Adherence to brand guidelines (color, typography, voice).
- Localization of content for different markets (languages, cultural references).
- Accessibility standards for all digital content.
Approval Process:
- Initial concepts reviewed by Creative Director.
- Final drafts to be approved by Client Lead and Legal team.
- Detailed steps for revisions and feedback loop.
Special Notes/Requests:
- We want to explore potential for augmented reality features in our social media ads.
- Sustainability is a core value for our brand. All event planning must consider environmental impact.
Attachments/References:
- Product specs sheet
- Brand guidelines document
- Competitor analysis report
There it is, the golden ticket! This comprehensive brief is designed to be the North Star for the project. It illuminates the path, avoids pitfalls, and ensures that when everyone reaches the destination, they do so with high-fives all around.
Open Project Brief Example
Client: Harmony Teas
Project Title: “Brewing Connection” – A Campaign to Introduce Harmony Teas to a Younger Audience
Objective:
To create a vibrant, engaging campaign that makes our traditional tea brand appealing to the 18-35 age group. We want to be surprised!
Target Audience:
Young adults (18-35 years old) who are open to exploring new beverages and who have an interest in wellness and mindfulness.
Budget:
$XX,XXX
Timeline:
- Initial Presentation of Concepts: [Date]
- Campaign Launch: [Date]
Deliverables (Flexible):
We’re open to suggestions! Could include:
- Social media content (posts, stories)
- Interactive online experiences (e.g., a virtual tea tasting event)
- Influencer collaborations
- Pop-up store event concepts
- Anything else your creative heart desires!
What We Imagine (but don’t let this limit you):
- A colorful, animated short film that reimagines our tea as a character on a journey.
- A social media challenge encouraging people to share their unique tea rituals.
- An art installation in a city center made entirely of recycled tea packaging.
Guiding Values (Not Rules):
- Community: Our teas have been bringing people together for decades.
- Wellness: Our teas are part of a healthy, mindful lifestyle.
- Sustainability: We care deeply about the environment.
Success Metrics (Flexible):
- Engagement with the campaign from individuals in the 18-35 age group.
- Increase in sales among this demographic.
- Media coverage and/or social media virality.
Notes:
- We’re really open here. We want you, the expert, to guide us. Surprise us, inspire us, and let’s take a leap together!
- We respect and trust your creative process and can’t wait to see what you dream up.
There you have it! With an open brief like this, the sky isn’t even the limit; it’s just the beginning. It’s an invitation to the creative team to think expansively, to be daring, and to stretch their imagination to its most radiant extents. How would you feel receiving a brief like this? Excited, inspired, ready to GET STARTED? I can almost hear the creative gears turning already!
Directive Project Brief Example
Client: GreenLeaf Bank
Project Title:
“Secure Your Future” – A New Campaign for Retirement Savings Accounts
Objective: Create a campaign that encourages individuals aged 40-60 to open a retirement savings account with GreenLeaf Bank. Target Audience: Individuals aged 40-60, with a stable income, looking to secure their financial future. Message: “With GreenLeaf Bank, your future is in safe hands.” Tone & Style: Trustworthy, Professional, and Reassuring. Budget: $XX,XXX Timeline:
- Concept Presentation: [Date]
- Final Deliverables Due: [Date]
- Campaign Launch: [Date]
Deliverables:
- 4 print advertisements: Specific sizes detailed (e.g., full-page, half-page).
- 3 digital banner ads: Must be animated, 15 seconds, in specified dimensions.
- 1 direct mail piece: 4-color, double-sided, 6×9” postcard.
Specific Content Requirements:
- Each print ad must feature a testimonial from an existing customer (photos and text provided).
- Digital banners must incorporate our latest promo: “Open an account today and get a $200 bonus!”
- Direct mail piece must include a QR code that leads to the account signup page.
Photography Style:
- High-resolution, professional images of diverse, happy, older couples. No stock photos.
Color Palette:
- Use only the brand colors: Green (#4CAF50), White (#FFFFFF), and Gray (#9E9E9E).
Font:
- Official brand font: Helvetica Neue.
Success Metrics:
- 15% increase in retirement savings account openings within 3 months of campaign launch.
- 25% redemption rate on the direct mail offer.
Approval Process:
- All drafts need to be approved by the Marketing Director and Compliance Department.
- Maximum of two rounds of revisions.
Special Instructions:
- Legal disclaimer text (provided) must be included in all materials and be legible.
- Campaign must adhere strictly to financial industry regulations and guidelines.
Attachments/References:
- Customer Testimonial Text and Photos
- Brand Guidelines Document
- Legal Disclaimer Text
And there it is. This directive brief is like a seasoned choreographer guiding a dance – every move, every step, is thoughtfully and clearly mapped out. With a brief like this, there’s clarity and comfort in knowing exactly what the client envisions.
Technical Project Brief Example
Client: SolarNova Energy Solutions
Project Title: “Brighten Your World” – Product Photography for Solar Panel Lineup
Objective:
Capture high-quality, detailed product photos that highlight the efficiency and design of our solar panels for use in marketing materials and our website. Target Audience: Homeowners, commercial property owners, and contractors seeking sustainable energy solutions. Budget: $XX,XXX Timeline:
- Shoot Date: [Date]
- Image Delivery Date: [Date]
Deliverables:
- 20 high-resolution product photos (RAW and JPEG).
- 10 close-up shots showcasing panel details and textures.
- 5 lifestyle images of panels installed on residential and commercial properties.
Technical Specifications:
- Resolution: Minimum 5000 x 3000 pixels.
- File Format: RAW and High-Quality JPEG.
- Color Space: Adobe RGB (1998).
- Image should be shot at an f/8 aperture for optimal depth of field.
- White Balance: Set to Daylight.
Lighting Requirements:
- Soft, even lighting to avoid harsh shadows and highlights.
- Light source must be consistent across all shots for uniformity.
- No discernible reflections on the solar panels.
Composition and Framing:
- Panels must be centered in frame.
- Close-up shots must focus on key features (junction box, cell structure, connectors).
Post-Processing Requirements:
- Minimal post-processing to maintain product integrity.
- Color correction as needed to ensure accuracy to the real product.
- Remove any dust or imperfections from the panels.
Usage Rights:
- Full exclusive rights for all marketing channels (print, digital, etc.)
Submission and Approval Process:
- Initial proofs to be reviewed by Marketing Director and Product Manager.
- Final images to be approved by CEO.
- Maximum of two rounds of revisions allowed.
Special Instructions:
- Safety is paramount: Follow all safety guidelines when photographing installations.
- Ensure lifestyle shots do not reveal identifiable features of property owners or private residences without proper releases.
Attachments/References:
- Solar Panel Technical Specifications Document.
- Example photos of desired style and composition.
- Property Release Forms for lifestyle shots.
There we have it! With a technical brief like this, you’re walking onto the set with the script, the director’s notes, the lighting cues, and the exact mark you need to hit on every shot. It’s the close companion of those who love to live in a world of exactitudes and precision.
Evolutionary Project Brief Example
Client: EverGreen Organic Markets
Project Title: “Nourish Your Life” – Refreshing Our Annual Health and Wellness Campaign
Objective: Update and refresh our annual health and wellness campaign while retaining the core elements that our customers have come to know and love. Target Audience: Health-conscious individuals and families who shop for organic and sustainable products. Budget: $XX,XXX Timeline:
- Initial Concepts Presentation: [Date]
- Final Deliverables Due: [Date]
- Campaign Launch: [Date]
Deliverables:
- 10 updated social media posts (photography and captions).
- Refreshed design for in-store banners and signage.
- A 30-second radio spot script, modernized but maintaining our traditional closing tagline.
What Must Stay (The Roots):
- Our iconic “Nourish Your Life” tagline.
- The color palette: EverGreen (#6DBE45), Earthy Brown (#8B4513), and Sky Blue (#87CEFA).
- Our longstanding focus on family, health, and sustainability.
What Can Evolve (The New Growth):
- Photography style: Let’s explore more diverse and dynamic family scenes.
- Banner designs: Time to refresh with more modern, clean layouts.
- Social media strategy: New ideas for engaging our community (polls, challenges, etc.).
Guiding Values (The Trunk and Branches):
- Authenticity: Our brand is warm, welcoming, and genuine.
- Sustainability: We’re committed to promoting a sustainable lifestyle.
- Family and Community: We’re more than a store; we’re a gathering place for health-minded families.
Success Metrics (The Rings of Growth):
- 20% increase in social media engagement with the campaign year over year.
- 15% increase in in-store foot traffic during the campaign.
Notes (The Gardener’s Journal):
- Our campaign last year focused on “Healthy Eating for Busy Families”. It was well received, but feedback suggested customers are interested in plant-based options and eco-friendly living tips.
- Let’s remember why our customers love us – we’re their friendly neighborhood market, and we’ve grown with them over the years.
Attachments/References (The Soil and Nutrients):
- Last year’s campaign materials for reference.
- Customer feedback summary from last year’s campaign.
- Brand Guidelines Document.
There it is, blooming gracefully! This evolutionary brief isn’t about reinventing the wheel, but rather taking a cherished and successful wheel and giving it the thoughtful upgrades that keep it rolling smoothly and effectively down new paths.
A Brief for a Typical Multi Media Assignment
Client: AutoRevolution Plus
Objective: Showcase our SaaS app as the ultimate tool for reselling cars—efficient, user-friendly, and modern. We’re selling ease, confidence, and opportunity, in app form.
Target Audience: Auto dealers, independent car sellers, and automotive enthusiasts aged 25-60, who are tech-savvy and looking for a streamlined solution to sell cars.
Tone & Style: Innovative and Professional. We’re the future of car reselling: clean, intuitive, and dynamic.
Photography (20 Photos):
- Location: In-app screenshots, lifestyle shots with people using the app, and environmental shots that suggest movement and freedom.
- Specific Shots Requested:
- Close-ups of app in use (phone or tablet).
- Smiling sellers closing a sale using our app.
- Cars being photographed for a listing, using our app as a guide.
Stop Motion Graphics (2x 20″ pieces):
- Concept One: A journey from snapping a photo of a car to it being listed, viewed by a buyer, and marked as sold—all through the app.
- Concept Two: Animated elements of the app interface coming to life and organizing themselves, showcasing the app’s ease and efficiency.
Video (60″ with Voice Over):
- Script Concept: Follow a day in the life of a car reseller, showcasing how our app simplifies and enriches their work. The video ends with a confident sale and the tagline, “AutoRevolution Plus. Rev up your reselling.”
- Voice Over: Engaging and confident. The voice of a trusted, knowledgeable friend.
6-Page Brochure for Outreach:
- Design Direction: Clean and modern, mirroring the app’s user interface. Utilizes photography from the shoot and stop motion graphic elements.
- Content Outline:
- Page 1: Cover (bold branding and tagline)
- Page 2-3: Introduction to the app and its features
- Page 4: Testimonials and success stories
- Page 5: Pricing and subscription options
- Page 6: Contact information and call to action (“Start Your Free Trial Today!”)
Deliverables:
- 20 high-resolution images, edited and retouched.
- 2 stop motion graphics, 20 seconds each.
- 1 60-second video, edited with voice-over and basic sound design.
- 1 six-page brochure, designed and ready for print/digital use.
Timeline: Initial drafts to be delivered for review by [specific date], with final multimedia materials delivered by [specific date].
Budget: $X,XXX (inclusive of photography, graphics, video production, voice-over, and design fees).
Special Notes/Requests:
- We’re aiming for a bright and airy color palette that echoes our app’s design.
- Authenticity is key; we want this to resonate with real car sellers, not just look like a ‘stock’ production.
- For the brochure, we prefer a clean, minimalist design that aligns with our app’s user experience.
A CREATIVE BRIEF TEMPLATE FOR YOU TO COPY AND USE
YOUR BRANDING HERE
(Who are we doing this for? What’s our project title?)
Objective:
(What is the single most important thing this project should achieve? Be clear and concise.)
Target Audience:
(Who are we talking to? What do they care about?)
Budget:
(What financial resources are allocated for this project?)
Timeline:
(When does this need to start and finish? Are there key milestones?)
Deliverables:
(What are we creating? List each item and format.)
Tone & Style:
(How should this feel to the audience? Warm and friendly? Sophisticated and elegant?)
Key Messages:
(What are the essential points we need to convey?)
Unique Selling Proposition (USP):
(What sets this product/service apart? Why should the audience care?)
Competitive Landscape:
(Who are the competitors? What are they doing?)
Creative Considerations:
(Any specific imagery, colors, or aesthetics we should or should not use?)
Success Metrics:
(How will we know this project is a success? Specific goals and KPIs.)
Approval Process:
(Who needs to sign off at each stage? How many revisions are included?)
Notes & Additional Insights:
(Any extra context or guidance that could be useful?)
Attachments/References:
(Where can we find relevant materials, such as previous work, brand guidelines, etc.?)
THE ASSIGNED BRIEF FOR THIS MODULE
Client: BreezyBlend Teas
Project Title:
“Sip, Smile, Repeat” – A Refreshing New Ad Campaign
Objective:
To encourage tea enthusiasts to unwind and enjoy life with a cup of BreezyBlend Teas.
Target Audience:
Individuals ages 20-50 who appreciate high-quality, organic teas and value moments of relaxation.
Budget:
$XX,XXX
Timeline:
- Initial Concepts Due: [Date]
- Final Deliverables Due: [Date]
- Campaign Launch: [Date]
Deliverables:
- 4 Images for Advertising and Social Media:
- Showcase the vibrant colors of the teas and the joy they bring.
- Suggested Headlines for the Ads:
- Example: “Find Your Zen in Every Sip” or “BreezyBlends: Where Comfort Meets Cup.”
- 1 Stop Motion or Video Clip (25 seconds):
- Envision a calming scene of tea being poured into a cup, steam rising, and a content individual taking that first, perfect sip.
- 1 Motion Graphic:
- A playful, animated tea leaf dancing around a BreezyBlend tea cup.
Tone & Style:
Bright, Joyful, and Soothing – think of that first comforting sip of tea on a chilly morning.
Photography Style:
Clean and Crisp – We want to practically smell the tea through the images!
Notes & Inspiration:
Let’s keep our visuals clean and centered, our colors harmonious with our brand palette, and our messaging as comforting as a warm hug. Remember, we’re not just selling tea; we’re selling a moment of zen in every cup.
Success Metrics:
- Aim for a 20% increase in social media engagement.
- Drive a 15% rise in online sales following the campaign launch.
Approval Process:
- All drafts need to be approved by the Marketing Manager and CEO.
- Maximum of two rounds of revisions.
There it is, clear as a morning sun! ☀️ Simple, concise, but oh-so-purposeful. It’s like a friendly nudge saying, “This way to amazing!” 🎉 Are you excited to set this creative adventure in motion? 🍵🌟 Cheers!
MODULE 4
BOOKS:
Creative Ideas:
Try these.
Find a buddy who is working in this field and ask them to shoot to a brief you have created. Then you shoot to a brief they create. It’s better if they know what a brief is, but any way you can do it is good.
Compare the work you did on their brief to what they did for your brief. What do you notice the biggest takeaways are?
Try sketching your completed photographs. Use them as your subject, and put pencil to paper. Learning how to sketch what you have will help you sketch what you haven’t done yet.
Spend an hour a day on Chat GPT and learn how to prompt it for headlines, outlines, shot ideas, and more. It is quite handy for a lot of what we need to do.
SOFTWARE:
Photoshop
GIMP
Affinity Photo
Pixelmator
InDesign
Affinity Publisher
Scribus
Adobe Illustrator
Affinity Designer
Premiere
Premiere Express
Canva
Adobe Express
CapCut
Adobe Firefly
Chat GPT
AudioPen
Hypefury
Typeshare
Figma
Milanote
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Our Facebook Page for sharing work and meeting peers. All are welcome.
AN ASSIGNMENT TO KEEP YOU CREATIVE*
Produce the campaign above: BreezyBlend Tea
What do we do first?
- We concept it with research lots of questions.
- Are we going to shoot it in the studio or on location?
- If we are going to shoot it on location, where would that be?
- Can we get permission to shoot there?
(Ask, you will be surprised how many people will want to help you. - What props do we need?
- When can we do it most expeditiously?
* I know there is not enough time in the week, or even the month, to do all of these assignments. That is why we have the PDF for you. Do what you want, think about others, and do them when they are appropriate for you to spend the time.
Sketches, Storyboards, and Moodboards
Create a few sketches to get an idea for the project. These can be terrible to anyone but you. To make a sketch is to define the position, the light, and the overall direction. Use a pad and a pencil, or an iPad and a drawing program. So many questions are answered when you begin to sketch it out.
Use a program like Pinterest, or Milanote to gather ideas and inspirational imagery.
Moodboards and storyboards can help you define your vision and keep you and your client on the same page.
Produce the project
Using what you have gathered, create the project in three phases.
Do the photoshoot and edit the images.
During the photoshoot, do 40 clips of motion (even if you use your phone) – a clip is 5-10 seconds. (1) (2) (3)
You should do the stop motion at this time as well. (1) (2) (3)
If this is your first attempt, keep it as simple as possible.
Edit the images in your choice of programs.
Edit the video in your choice of programs.
Putting it together
Photos are done.
Stop motion is in the can.
Video is finished, including the music.
Now we have to come up with some headlines.
This can be a real challenge if you are not good at it. Hell, it can be a real challenge if you do it everyday.
So try to come up with five headlines on your own.
Bounce the ideas off of a friend or family member. Note their comments.
Why you should do this project.
First, this will be an amazing piece in your portfolio. A case study, something to show clients who want to see what you can do. You will have photographs, video, stop motion, and ad ideas in your portfolio – probably in a “case studies” or projects section as well as scattered through the portfolio.
Second, you will learn how you approach production.
What worked?
What didn’t?
What would you change?
Was your overall approach something that you would change next time?
Do five of these and you will see a boost in your confidence and output. So much it will amaze you.
How I would do it today.
- Sketch a few ideas in my trusty FieldNotes. These are quick, fast, and not for public consumption.
- Gather a dozen inspirational images and add them to my Milanote project.
- Scout a local coffee shop, meet the owner, and let them know I will give them access to what I made for their store. (If they use them, I will now be published and have a ‘tear sheet’ or two showing my work in use. Huge credibility builder.)
- Find and gather all the props, stand-ins, and extras. I would make sure I had a variety unless there was something I absolutely knew would be perfect.
- Schedule the shoot.
- ALTERNATIVE IDEA:
Shoot in a little garden I know I have access to. Beautiful light in the evening. - SECOND ALTERNATIVE IDEA:
Shoot in a fancy hotel room I have access to. Veranda, view, and frilly tablecloths. - While doing the still shots, I would switch to video and do as many simple shots as possible. Pouring, panning, moving in, moving out, from above, from table level, detail shots, far away shots to establish the environment.
- After I made sure I had the still shots and video finished, I would head back to the studio to do the stop motion. It takes time and precision and a busy coffee shop would not be conducive to this kind of shot. Keep it simple. Keep it short.
- Assemble the stop motion footage in whatever tool I wanted to use (even Photoshop can make the Gifs).
- Print out the four images I shot and use them for inspiration for a headline.
- Start brainstorming ideas for headlines.
- Write them down and test them on the photos.
- Ask for critique from those who I trust.
- Package it all up in an well organized folder and make three copies of it; my drive, iCloud, Amazon.
OK, but what if I suck at coming up with headlines?
Last year I would have told you to dig deep, drink extra caffeine in your coffee, or experiment with hallucinogenic mushrooms.
We do not have to do that anymore.
Here is my prompt. You are free to use and modify it to your own ideas.
Today you are an expert marketer and ad copywriter. I want to write headlines for this company: BreezyBlend Teas Our target audience is: Individuals ages 20-50 who appreciate high-quality, organic teas and value moments of relaxation. These are upscale individuals who will purchase boutique teas. The ads show cups of tea in romantic and rustic locations. Do you need any more information from me?
Here are the first 15 GPT 4 kicked back to me.
- “Savor the Serenity with BreezyBlend Teas.”
- “Your Tranquil Escape in Every Cup.”
- “Organic Elegance, One Sip at a Time.”
- “Discover Your Perfect Pause with BreezyBlend.”
- “Indulge in Relaxation: Your BreezyBlend Moment Awaits.”
- “Gourmet Tranquility, Fresh from the Teapot.”
- “From Rustic Retreat to Romantic Getaway, We’re Your Cup of Tea.”
- “BreezyBlend: Where Every Sip is a Breath of Fresh Air.”
- “Elevate Your Tea Time with BreezyBlend.”
- “Unwind in Style: Meet Your New Favorite Tea.”
- “Delight in Life’s Little Luxuries with BreezyBlend Teas.”
- “Cultivate Calm: Your BreezyBlend Experience Begins Here.”
- “Find Your Zen, One BreezyBlend at a Time.”
- “The Art of Relaxation, Crafted in Every Blend.”
- “An Invitation to Relax: Join the BreezyBlend Journey.”
These are not bad at all, are they?
I see three or four that I would use in a heartbeat. After checking to see if they are or have been used for another brand, of course.
AI is a tool to help us.
Use it to your advantage.
Tagline Suggestions for the Headlines
Let’s keep the ball rolling with some conversational and friendly ad copy to complement those headlines. Here we go:
- “Savor the Serenity with BreezyBlend Teas 🍵”
“Take a moment, just for you. Our handpicked, organic blends are the perfect companion for your serene escape.” - “Your Tranquil Escape in Every Cup.”
“Picture this: You, a quiet space, and a warm, comforting cup of our exquisite tea. Sounds like the perfect break, doesn’t it?” - “Organic Elegance, One Sip at a Time.”
“You have impeccable taste, and your tea should too. With BreezyBlend, each sip is a celebration of quality and care.” - “Discover Your Perfect Pause with BreezyBlend.”
“In the midst of your busy day, let us be your invitation to pause, breathe, and indulge in a moment of pure relaxation.” - “Indulge in Relaxation: Your BreezyBlend Moment Awaits.”
“Because you deserve a break. Let our teas transport you to a world of calm and luxury, one cup at a time.” - “Gourmet Tranquility, Fresh from the Teapot.”
“Our teas aren’t just organic—they’re a warm hug in a cup. Brew your way to a peaceful, perfect moment with BreezyBlend.” - “From Rustic Retreat to Romantic Getaway, We’re Your Cup of Tea.”
“Wherever you find your peace, we’re honored to be part of that journey. Here’s to cozy, love-filled, tea-sipping adventures!” - “BreezyBlend: Where Every Sip is a Breath of Fresh Air.”
“It’s the little things, like that first, steaming sip of tea, that make life beautiful. Refresh your day with BreezyBlend.” - “Elevate Your Tea Time with BreezyBlend.”
“You’re not just making tea; you’re creating a ritual, a moment to treasure. Let us elevate that experience for you.” - “Unwind in Style: Meet Your New Favorite Tea.”
“Long day? Let’s make it better. Your relaxation deserves the premium touch of BreezyBlend Teas.”
- “Delight in Life’s Little Luxuries with BreezyBlend Teas.”
“Indulging in a cup of our tea is like giving yourself a mini-vacation. Go ahead, you’ve earned this delight.”
- “Cultivate Calm: Your BreezyBlend Experience Begins Here.”
“We’re not just brewing tea; we’re crafting peace, one cup at a time. Ready to cultivate your calm with us?”
- “Find Your Zen, One BreezyBlend at a Time.”
“In a world that never stops buzzing, we’re your perfect pause button. Sit back, sip, and find your zen with BreezyBlend.”
- “The Art of Relaxation, Crafted in Every Blend.”
“It’s more than tea—it’s an experience, a feeling, a moment. And we craft it meticulously, just for you.”
- “An Invitation to Relax: Join the BreezyBlend Journey.”
“Consider this your personal invite to the most relaxing journey of your life. Will you join us for a cup?”
There we go! Friendly and inviting, just like a warm cup of BreezyBlend Tea.
Also from GPT with the additional prompt: “Please give me some copy ideas for each of the headlines above.”
Key Takeaways:
1. Understanding the Purpose of a Creative Brief:
– A creative brief is a document that guides the direction of a creative project.
– It provides a clear vision and sets boundaries for the project.
– A brief can liberate the creative mind by adding structure to chaos.
2. Types of Briefs in Photography, Video, and Design:
– Comprehensive Brief: Provides detailed information and specifications for the project.
– Open Brief: Allows the artist more freedom to interpret the theme or message.
– Directive Brief: Has a specific vision and requires following certain steps.
– Technical Brief: Focuses on specific requirements and specifications.
– Evolutionary Brief: Allows for flexibility and adaptation as the project evolves.
3. Benefits of Working with a Brief:
– A brief aligns the client’s expectations with the artist’s creativity.
– It helps avoid miscommunication and ensures remarkable work.
– Working with a brief is essential for navigating the creative process.
4. Comprehensive Project Brief Example:
– Client: AwesomeCo Innovations
– Objective: Launch a captivating and memorable campaign for a new smartphone.
– Target Audience: Tech enthusiasts aged 25-45.
– Deliverables: High-resolution images, TV commercials, social media ads, print and digital brochure.
– Budget: $XXX,XXX
– Timeline: Kick-off meeting, initial concepts, final drafts, launch date, post-launch analysis.
– Success Metrics: Increase in sales, YouTube views, and social media engagement.
– Creative Requirements: Adherence to brand guidelines, localization of content, accessibility standards.
– Approval Process: Review by Creative Director and Client Lead.
– Special Notes: Potential for augmented reality features, consideration of environmental impact.
5. Open Project Brief Example:
– Client: Harmony Teas
– Objective: Appeal to the 18-35 age group with a vibrant campaign.
– Target Audience: Young adults open to exploring new beverages.
– Budget: $XX,XXX
– Timeline: Initial presentation of concepts, campaign launch.
– Deliverables: Social media content, interactive online experiences, influencer collaborations, pop-up store event concepts.
– What We Imagine: Colorful animated short film, social media challenge, art installation.
– Guiding Values: Community, wellness, sustainability.
6. Conclusion:
– A creative brief is essential for guiding creative projects.
– Different types of briefs provide varying levels of direction and flexibility.
– Working with a brief ensures clear communication and remarkable results.
– Two brief examples demonstrate comprehensive and open approaches.
– Understanding briefs is crucial for creative professionals.
