Vife resources · Free planning template

Creative brief template

Give your next campaign a clear audience, message, and review process. Copy the template, see how a product-video brief is filled in, and agree on the work before production starts.

How to fill in a creative brief

  1. Write the objective as one audience action. Define who the work is for and what they should understand or do next.
  2. Choose one main message and attach evidence. Check offers, product details, and audience assumptions before they become creative claims.
  3. Specify the deliverables, budget, and reviewers. Agree on formats and approval points so revisions happen before costly production.

Use the same structure for a website, email, social campaign, design project, or video. Adjust the deliverables to the channel and keep the source material attached. If the audience or competition is still unclear, start with a research brief.

A free creative brief template to copy

Replace the brackets with your project details. Leave unresolved facts marked as gaps. You can use or download the template without creating an account.

CREATIVE BRIEF TEMPLATE

Project and owner:
Campaign name: [name]
Owner / final reviewer: [name]
Deadline and version: [date, version]

1. Objective
The business problem: [problem]
One action the audience should take: [action]
Success metric and measurement source: [metric, reporting source]

2. Audience
Market and language: [country, language]
Who this is for: [specific audience]
Current problem or objection: [problem]
Audience evidence or research still needed: [sources / gaps]

3. Message and proof
One main benefit: [benefit]
Supporting evidence and source: [approved claim, source URL, date]
Offer, price and conditions: [verified details]
Claims that must not be made: [unsupported or restricted claims]

4. Deliverables
Channel and placement: [website, email, search, social, video]
Assets and quantity: [deliverables]
Dimensions, aspect ratio and duration: [specifications]
Required file format and editable source: [formats]

5. Creative direction
Tone and visual style: [direction]
Opening hook: [hook]
Required product, logo or wording: [requirements]
Approved examples: [links and what to learn from them]

6. Call to action
CTA: [one action]
Destination URL: [URL]
What the visitor will see next: [matching offer / next step]

7. Inputs and rights
Approved source material: [product pages, research, images, brand guide]
Asset owner / usage permission: [details]
Missing inputs or facts: [gaps]

8. Budget and approvals
Production budget or credit limit: [limit]
Advertising budget, if applicable: [separate amount and period]
Review sequence: facts -> concept / script -> production -> final review
Approval owner and deadline for each review: [names, dates]
Stop before paid generation or publishing until the agreed review is complete.

FINAL CHECK
[ ] The audience and objective are specific.
[ ] Every factual claim has current evidence.
[ ] The destination page matches the creative and offer.
[ ] Deliverables, rights, cost limits and owners are clear.
[ ] Assumptions are marked and missing information is not invented.

Template by Vife: https://vife.ai/creative-brief-template

Filled creative brief example: a product video

Project and objective
Illustrative scenario: Cedar Studio is a fictional stationery shop planning a short video for a new notebook. The objective is to encourage interested viewers to visit the notebook product page. This is a worked planning example, not a customer case study or a claim about campaign results.
Audience and message
English-speaking people looking for a simple daily planning notebook. Lead with the visible weekly layout shown in the approved product photographs. Treat the audience's preferences as a hypothesis to validate; do not claim the notebook improves productivity by a measured amount.
Proof, offer, and inputs
Use the shop's approved page and photographs to verify the layout, dimensions, current price, and available colors. Keep price and discount text out of the first draft until the owner confirms it. Request permission for every image, music track, and logo.
Deliverable and creative direction
One 15-second vertical 9:16 video with captions and an editable source. Open with the notebook being placed on a desk, show the weekly layout, then close with the product and a single CTA. Use warm daylight and calm pacing. Avoid fabricated reviews or before-and-after productivity claims.
CTA, budget, and review
CTA: See the weekly layout. Link to the matching product page. Agree on a production credit limit before generating media; set any advertising budget separately. The owner reviews facts first, then the script and production plan, and finally checks the finished video before publishing.

When you have a real product page and approved assets, use Vife's AI product video generator to review the facts, choose a creative angle, and plan an editable first cut.

Creative brief questions

What is a creative brief?

A creative brief is a short agreement about what a project should achieve, who it should reach, what it should say, and what must be delivered. It gives writers, designers, video creators, and reviewers a shared starting point before production.

What should a creative brief include?

Include the objective, audience, main message, evidence, deliverables, creative direction, CTA, source assets, budget, deadline, and approval owners. Mark assumptions and missing information explicitly, especially when an AI agent will use the brief.

How long should a creative brief be?

For a small project, aim for a brief the team can review in one sitting, often one or two pages. Link to detailed research and brand guidelines instead of copying them into the brief. Add detail when the deliverables or review requirements need it.

Can I use this template in Google Docs or Word?

Yes. Copy the text below or download the plain-text file, then paste it into Google Docs, Word, or your team's planning document. The template is available without signing in. It is a text template, not a preformatted Google Docs or Word file.

Can Vife turn the brief into creative work?

You can bring the completed brief into Vife to research supporting information, draft copy, create visuals, or plan a product video. Check current model options and credit estimates before generation. Downloading this template is free; production in Vife uses the applicable credits and plan.

How does a creative brief differ from a marketing plan?

A marketing plan sets the wider strategy, channels, spend, and measurement approach. A creative brief defines a specific piece of work within that plan. A production script then develops the approved idea into the exact words, scenes, or design instructions.