# AI creative brief worksheet

The Remarkable • Version 1.0 • September 29, 2026

Duplicate this file for each concept. Replace every bracketed prompt. Keep the brief short; link to source material instead of pasting the full brand book. Open this Markdown file in a text editor or paste its contents into your team's document tool.

Guide: https://theremarkableagency.com/blog/how-to-brief-ai-creative-agency/
Test planner: https://theremarkableagency.com/downloads/creative-test-planner.md

## Brief details

- Brief ID and version: [ID / version]
- Product and offer: [details]
- Owner / creative reviewer / media reviewer: [names]
- Due date and planned launch window: [dates]
- Linked test ID: [ID]
- One decision this work supports: [decision]

## 1. Concept and angle

- Audience problem: [one specific problem]
- Argument the ad should make: [one sentence]
- Main objection to address: [objection]
- Approved product fact supporting the argument: [fact]
- Evidence for that fact: [source link / date / owner]
- Proposed hook: [first line or opening frame]
- CTA and destination: [exact action / URL]
- What would make this a different concept, rather than another execution: [boundary]

## 2. Brand voice and guardrails

- Voice in three plain words: [words]
- A sentence that sounds like us: [example]
- A sentence that does not: [counterexample]
- Required wording or disclosures: [details]
- Claims we can substantiate: [claim / evidence / approved scope]
- Claims or visuals we must avoid: [details]
- Rules for synthetic people, voices, and product demonstrations: [details]
- Brand guide: [link]

## 3. Audience and state of mind

- Buyer or user: [role / problem / context]
- What happened just before they needed this: [trigger]
- What they have already tried: [alternative]
- What they doubt: [objection]
- Words they use for the problem: [verbatim research with source, or mark as hypothesis]
- Desired next action: [action]
- What would disqualify the viewer: [poor-fit condition]

## 4. Visual references and boundaries

For each reference, explain the specific element to borrow. Reference access does not grant usage rights.

- Reference 1: [link] — use [framing / pacing / tone]; avoid [detail].
- Reference 2: [link] — use [element]; avoid [detail].
- Reference 3: [link] — use [element]; avoid [detail].
- Counter-reference: [link] — avoid [specific reason].
- Approved product assets: [links and owner]
- Rights and consent status: [per asset / territory / term / paid-media permission]

## 5. Success criteria

- Hypothesis: [change] will improve [outcome] because [reason].
- Primary event and exact definition: [details]
- Metric, baseline, and comparison window: [details]
- Minimum useful improvement: [threshold and reason]
- Downstream guardrail: [paid customers, CAC, or another business outcome]
- Control asset and what stays fixed: [details]
- Reporting access and owner: [link / name]
- Delivery window, conversion lag, and review date: [details]
- Evidence requirement and decision rule: [link to test plan]
- Next brief receives: [result, interpretation, and next single change]

## Scope and approval handoff

Keep detailed production and legal terms in the operating agreement. Record enough here to prevent a mismatch.

- Number of original concepts: [n]
- Number of variations per concept: [n]
- Required channels, formats, durations, languages, and source-file delivery: [details]
- Included revisions and what counts as a new concept: [details]
- Who approves claims and final assets before launch: [name]
- Review deadline and escalation contact: [date / name]
- Media launch and budget owner: [name]
- Agreed scope or production specification: [link]

## Completed concept example — hypothetical

This example describes an imaginary spreadsheet-reconciliation product. It is not a client brief, a product endorsement, or a measured result.

1. **Concept:** Show an operations lead how unresolved rows can be reviewed in one place. Address the objection that adopting a tool requires abandoning the existing spreadsheet. Proposed hook: “Which row is holding up your close?”
2. **Voice:** Plain, calm, specific. Say “review unmatched rows”; avoid “eliminate every error instantly.” A real brief would link to evidence that the illustrated feature exists.
3. **Audience:** Operations leads preparing a monthly close. They have a spreadsheet with unresolved entries and want to find the next item to review. This audience description is a hypothesis to validate.
4. **Visual direction:** Open on an unresolved row, then show a product demonstration using synthetic sample data. Keep customer names and financial records out of the frame. No quantified time-saving claim.
5. **Success:** Compare qualified-activation CPA with the concurrent control. Track outbound CTR as a diagnostic and paid-customer CAC as a guardrail. Use the linked test plan for budget, evidence requirements, and timing.

Before production, replace hypothetical details with approved facts, references, scope, and named owners.