The creator brief we actually send
One page, four questions, no mood board. Here it is, with notes on why each line exists.
Most creator briefs are twenty pages of brand guidelines and one sentence of ask. Ours is the reverse. The whole thing fits on a phone screen, because that is where the creator will read it.
Question one: what is the one thing you would tell a friend about this product? Not the three things. The one. If they cannot answer, the product is not right for them and we say so.
Question two: what would you never say on camera? This is the line that keeps us out of trouble. It also produces better content, because the creator has just told us where the honesty is.
Question three: what does your audience already think about this category? The answer becomes the tension the post has to resolve. A rope brand cannot brief 'trust us'. It can brief 'you don't trust new ropes, and neither did I'.
Question four: when can you shoot? Everything else is logistics. We send rights terms separately, in plain language, with the number on the first line.