Creative planning

Create a Campaign Brief in Six Useful Lines

By Carivio AI · November 9, 2026

A compact brief can make a project easier to execute than a page of loosely connected ideas. The goal is to record decisions that affect the finished creative, not to describe every possible aesthetic.

A practical approach

1. Write three lines for the audience, product and message. Be specific about the situation in which the product matters, and keep the message grounded in verified information.
2. Write two lines for the visual direction and required format. Include framing, lighting and the intended screen shape so your prompts have a consistent starting point.
3. Use the final line for the next action and review criteria. Decide where the viewer should go and which product details must be correct for the asset to be usable.

An example to adapt

Use this as a creative brief, then adjust it to your own subject and the controls available in your chosen tool.

Product: amber bottle. Audience: people exploring a new fragrance. Visual: dark stone, warm edge light, slow push-in. Format: vertical. Keep the bottle unobstructed and leave room for an approved headline.

Before you publish

Give the brief to someone who has not heard your idea. If they cannot explain the intended result, clarify the decisions before generating more assets.