How to write a good brief (with an example)

A good brief is the fastest way to receive the video you want right the first time. Below is a fictional example, for Cafés Aurora, filled in field by field just as you will see it in the assistant.

Cafés Aurora sells specialty coffee in compatible capsules and wants videos for ads on Instagram and TikTok that showcase its tasting box.

• Project title: «Aurora · Tasting box».
• Short description: «30-second testimonial video for ads. Try our box of 4 coffees at home and tell us which one surprises you most. Audience: people aged 25 to 45 who drink coffee every day. Video in European Spanish».
• Category: the one that best fits your product (in this case, food and drink).
• Number of creators: 3, so you can compare styles and keep the ad that performs best.

• Shipping Required: we will send the tasting box and a cup. Nothing needs to be returned.
• Location Not Relevant: it will be recorded at the creator’s home.

• 30-second duration, vertical format.
• 2 extra hooks: we will have three versions with different openings to test them in ads.
• No posting on the creator’s social media.

• Organic + Paid.
• Delivery date two weeks from now, to allow enough time for shipping.

The creator writes the script, with these notes:

• Editing instructions: integrated subtitles, royalty-free music or no music and a final shot with the product.
• Reference links: two or three videos you like, explaining in the notes what you like about each one.

Pro level: the video is for ads, so an experienced creator is recommended. Premium creators will also be able to apply.

The hook is the opening phrase or image that makes someone stop scrolling. Each extra hook is a version of the video with a different opening and the same main content. For Cafés Aurora, they could be:

• «I’ve been drinking capsule coffee for years and had no idea what I was missing».
• «If your morning coffee tastes like nothing, watch this».
• «I tried four specialty coffees at home and this one won me over».

You can find more ideas in extra hooks and formats.

• You write it if there are phrases that must be said exactly as written (a promotion, a legal disclaimer). Adjust the length: around 35 or 40 spoken words fit into 15 seconds.
• The creator writes it if you are looking for naturalness. They will send you their proposal via chat and will not record until you approve it.

• Asking for more than fits in the contracted duration: a 15-second video cannot include the script for a 60-second one.
• Including too many messages. Two or three are enough.
• Not indicating the language: the brief does not have a field for this, so write it in the description.
• Describing the product but not what you want to see on screen.
• Forgetting to select product shipping or setting a delivery date that does not leave enough time for shipping.
• Expecting the creator to post the video without having selected Post on social media: posting on their profile is contracted in the brief.
• Using the revision round to change your idea: it is for adjusting what was requested, not for creating a new brief.

With the brief ready, create your request step by step.