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This is an example of a creative brief that can be used to plan and execute a creative test in collaboration with your Production team. Including context, hypothesis, audience and testing ensures that your creative test is thoughtful and includes a measurable component.
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These are examples of completed homework assignments for each week of Sprints.
Your briefs will look a little different depending on the concept you choose and the persona, but you can use these to see what a finished example looks like.
1️⃣ Week 6 - Completed Homework Assignment Brief - Unlock a New Persona
🔒 Week 7 - Completed Homework Sample Brief - Adapt Winning Ad into New Formats
🔒 Week 8 - Completed Homework Sample Brief - Take a Big Swing!
To create your brief, follow the steps below. And then assemble everything into a brief like you see above.
⭐️Important: you might not have some of the data or everything that's required below if you don't work at a real brand or agency and have a client to work on. But as we are now in the Sprint section of the course, we are trying to move as close as possible to simulating real work.
So if you don't have something, skip it and just do the best you can. The goal is for you to get the reps in, and this is what a real brief would need to include. You can fake it a little bit if you're just doing this as an exercise, but these are the things that you should be gathering in the real world.
This is the typical information you would use to get buy-in from your boss, from your client, showing why you should build this concept. This is where we start, and this is where we get clear on our thinking.
What data or creative insight inspired this concept?
Remember, you can use Motion’s Runneth AI Chat as your creative strategy assistant here to help you pull context and build your case.
Log in here and start chatting. Ask it about personas and get it to help you build briefs.
Here is a helpful Runneth Prompt Library with prompts for persona research, briefing, and competitor intel.