{"id":4022,"date":"2026-03-13T15:02:01","date_gmt":"2026-03-13T20:02:01","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=4022"},"modified":"2026-03-13T15:06:20","modified_gmt":"2026-03-13T20:06:20","slug":"dear-baby-creatives-the-brief-is-not-the-enemy","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/dear-baby-creatives-the-brief-is-not-the-enemy\/","title":{"rendered":"Dear Baby Creatives: The brief is not the enemy"},"content":{"rendered":"
\n
\"Photo
Pictured: Tone: Intellectual, trendy<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Dear Baby Creatives,<\/p>\n\n\n\n

The brief is not the enemy.<\/p>\n\n\n\n

Is it restrictive, reductive, and occasionally written by someone who doesn\u2019t fully understand exactly what creative does? Absolutely. But even that isn\u2019t enough to make it the enemy.  Worst-case scenario, it\u2019s usually the comic-relief bumbling idiot. It stumbled around, tripped on a dog and fell into the beautiful cake you just baked \u2014 it was bumbling, not sabotage.<\/p>\n\n\n\n

But most of the time, the brief isn\u2019t an enemy or<\/em> a comic-relief idiot \u2014 it\u2019s a document full of information and requirements applicable to the creative task you\u2019ve been given, and thus has no personality or intention.<\/p>\n\n\n\n

In a more poetic sense, though, it\u2019s a helpful guide full of important information that will help you understand, research, concept, and execute good creative work to solve the client\u2019s problem. So here are a few reasons to tamp down your resentment when you\u2019re presented with a detailed creative brief and not just handed a marker and a whiteboard and invited to go to town.<\/p>\n\n\n\n

It\u2019s restrictive and reductive.<\/h2>\n\n\n\n

It giveth and it taketh away. Because the opportunity to go nuts and creativity all over the place sounds great until you have an actual problem at hand and have no idea where to start. It\u2019s the blank-page problem. It\u2019s a wide, blue sky. It\u2019s every option in the world, at your fingertips, and vapor lock as you try to figure out where to even start.<\/p>\n\n\n\n

The brief turns your wide-open opportunity into a puzzle to solve. How do you sell whitening toothpaste when the brand voice is \u201cintrospective\u201d? When an on-call plumbing service is looking for \u201csex appeal\u201d? Your options narrow, and instead of having an empty blue sky, you have a jumping-off point. (And I just right now came up with a sexy campaign for on-call plumbers, so you know it\u2019s legit.)<\/p>\n\n\n\n

It shows you where the fences are, for greater ease of climbing over them when appropriate.<\/h2>\n\n\n
\n
\"Black-and-white
Pictured: Audience: TBD<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Now, this is a delicate<\/em> exercise for a baby creative and should be attempted with supervision for (as I\u2019ve been fond of blathering about<\/a>) appropriate application of rule breakage. But<\/em> the brief is one of the best sources of \u201cwhy the rules are there\u201d you\u2019re likely to get for a given project, which can help you deliver quality creative output that might\u2026 evade<\/em> them just a scooch.<\/p>\n\n\n\n

And that\u2019s emphasis on the quality<\/em> and the creative<\/em>, because it has to be both. But we, as creatives (even the old, jaded, and burnt-out among us) have a tendency to look at the guidance we\u2019re given and see it like an electric fence \u2014 we get within a few feet of it and then stop when we feel the buzz of electricity.<\/p>\n\n\n\n

But the really good shit isn\u2019t found multiple feet away from the fence, and the fence isn\u2019t<\/em> electric, and sometimes the best<\/em> shit is a couple of feet on the other side, and by going over there and getting it, you\u2019re giving your client (and your team) something other creatives might not be able to. You just have to know where the fence is<\/em>. And the brief will tell you that.<\/p>\n\n\n\n

It tells you what the client needs (even if they\u2019ve asked<\/em>for something else).<\/h2>\n\n\n\n

One of the greatest skills you\u2019ll learn with time, experience, and exposure is mind-reading \u2014 which is to say, decoding what you\u2019ve been given to understand what the problem really<\/em> is and what the client really<\/em> needs to solve it. Being able to read between the lines of a creative brief is one of the skills that will set you apart from other creatives as you progress in your career.<\/p>\n\n\n\n

Sometimes a client doesn\u2019t really understand the process, or even doesn\u2019t really understand their own brand. They ask for something, and you just Know that what they need is really something kind of adjacent to that, and you\u2019re able to produce creative that\u2019s literally better than they might ever expect. The \u201creading between the lines\u201d comes with time and practice, and \u201cof a creative brief\u201d is the way you practice.<\/p>\n\n\n\n

Okay, sometimes the brief is the enemy.<\/h2>\n\n\n\n

Okay, yes, sometimes the brief really does hold you back. Maybe it\u2019s not complete. (The number of CDs I\u2019ve wanted to shake like an \u201980s soap opera for handing me an inadequate brief\u2026) Maybe it\u2019s unclear or inaccurate. Maybe the client in question didn\u2019t just not-understand things but thought they did<\/em> understand things and spewed that Expertise all over the page.<\/p>\n\n\n\n

It\u2019s frustrating, it\u2019s dispiriting, and it\u2019s why God invented second concepts. The first concept follows the letter of the brief (to the extent that the brief has enough letters to follow). The second one lets you explore what could\/should\/might solve the problem at hand, with the freedom to maybe go a little out there and draw on instinct, knowledge, and experience (in progress ) to fill in the blanks and come up with something good.<\/p>\n\n\n\n

You can look at a brief and see a ruthless adversary or a helpful creative tool, but if it\u2019s the first one, you\u2019re objectively wrong, because I said so. It\u2019s the second one. Mostly, above all:<\/p>\n\n\n\n

It\u2019s a document full of information and requirements applicable to the creative task you\u2019ve been given, and thus has no personality or intention.<\/p>\n\n\n\n

So ease the hell up.<\/p>\n\n\n\n

XOXO,<\/p>\n\n\n\n

Caperton<\/p>\n\n\n\n

Former baby copywriter, now wildly successful in the industry<\/p>\n","protected":false},"excerpt":{"rendered":"

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