A creator-friendly brief structure with objectives, hooks and rights covered.
Explain the problem first
Instead of sending five pages of product features, describe the person watching and the problem the content should address. Is this for a first-time visitor, a comparison shopper or someone who has already seen an ad? That context shapes the opening scene.
Make non-negotiables easy to find
List the key product facts, pronunciations, visual requirements, prohibited claims, aspect ratio, length and deadline. Include how the brand must be shown, if relevant. Mark examples as inspiration rather than scripts to copy word for word.
Describe the deliverables precisely
Specify the number of videos, opening variations, subtitles, raw footage, revision rounds and export formats. Separate organic usage from paid advertising rights. A brief that ignores usage often causes more confusion than one that omits a creative detail.
Ask for a human first draft
Let the creator suggest a hook in their own language. Review accuracy and the strength of the first seconds, not whether every word matches an internal marketing document. Clear feedback makes a second version faster and usually better.
Good content begins with understanding people — not copying the last trend.
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