Campaign brief

A campaign brief is the document a brand shares with a creator outlining goals, key messaging, deliverables, brand guidelines and timeline for a collaboration.

It might arrive as a PDF, a slide deck, a shared doc or sometimes a long WhatsApp message. The format matters less than what it says and the fact that it is in writing.

It’s the reference point both sides use to judge whether delivered content meets expectations. A vague or missing brief sets up the classic dispute: “this isn’t what we asked for.”

A clear brief protects both sides. The brand gets content that fits its campaign; you get a fixed scope you can price, plan and deliver against.

• The campaign goal, such as awareness, sales or app installs.
• The product, the key messages, and any claims you must not make.
• Deliverables: format, number and length, for example one 45-second Reel and three Stories.
• Mandatory elements: tags, links, discount codes and the disclosure label.
• Brand guidelines and dos and don’ts, including any competitor mentions to avoid.
• Timeline: draft date, feedback rounds and go-live date.
• Approval process: who signs off, and how many revision rounds are included.
• Usage rights and exclusivity, or a note that the contract covers them.
• The fee and payment terms, or a note that the contract covers them.
• A named contact for questions and approvals, ideally on a company email.

Say a D2C haircare brand sends you a brief for a Reel launching its new serum. It lists three key messages, asks for the product in the first five seconds and #ad upfront in the caption, and sets a draft deadline of 10 March with go-live on 15 March.

You shoot to the brief, send the draft on time, get one round of feedback and post on the date. If the brand later asks for a second Reel “for the website”, the brief shows it wasn’t part of the deal, and you can quote for it separately.

No. A brief describes the creative work. A contract sets the business and legal terms: fee, payment date, usage rights, exclusivity and what happens if the deal is cancelled. A collab that runs on a brief and one email confirming the fee is better than nothing, but it leaves gaps.

A tidy setup is a contract that attaches the brief as an annexure, so the deliverables are part of the deal. A brief also differs from a moodboard: the brief says what to make, the moodboard shows how it should look.

• Get the brief in writing before starting work, even for smaller or informal collaborations.
• Flag anything vague or missing, such as exact deliverables, deadlines or mandatory messaging, and ask for clarification before you begin, not after you’ve delivered.
• Keep the brief as your reference if a brand later asks for something beyond what it specified. It’s your basis for pushing back on scope creep.
• Briefs that change after you’ve shot. Ask whether the change counts as a revision round or new paid work.
• Claims you can’t back up, such as health or results promises. Ask the brand to confirm it can support them, or leave them out.
• A brief that skips disclosure or asks you to hide #ad. ASCI’s guidelines expect a clear, upfront label on paid and gifted content.