Creative brief template for ads
Fill in an ad brief and download it as an editable Markdown document.
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Your completed brief — download preview
# Ad creative brief ## Product Reusable everyday bottle ## Audience and context Commuters who refill during the day ## Objective and placement Drive product-page visits from Meta feed ## One core message Make refilling part of your daily routine ## Verified proof and claim boundaries Show the actual cap, opening and product in use. Verify every feature before publishing. ## Offer and landing page No discount. Use the current product-page price. ## Visual direction Open with the bottle beside a commuter bag. Demonstrate refilling. End on the real product. ## Deliverables and specifications One 15-second vertical video and one 4:5 feed image. Check current placement specifications. ## Call to action Explore the bottle ## Measurement and review plan Compare purchase CPA and contribution after ads. Fix budget, dates and stopping rule before launch. Review factual claims, rights, platform policy and landing-page consistency before publishing.
Your brief stays in this browser. It is not saved, sent to a server or included in a shared URL. Download before leaving if you want to keep it.
How to use this tool
Start with the visible example, then replace the fields with your actual brief or reporting labels. Review the output with the person who will use it. Copy or download before leaving the page, as entered text is not saved. Reset restores the original example. No text or personal data is added to a share URL.
- Fill in the product, buyer and objective.
- Add the single message and the proof you have.
- List formats and sizes needed.
- Download the brief and share it with whoever makes the creative.
Worked example
The included bottle example asks for a short refill demonstration rather than a fictional testimonial. It distinguishes a visual direction from proof. The measurement field names purchase CPA and contribution after ads instead of promising a particular conversion rate. Download a copy, then replace every illustrative assumption with your actual product facts.
What this tool does
The brief connects one audience, one message and one measurable purpose with the practical work of producing the ad. Fill in the product, buying context, objective, core message, evidence, offer, visual direction, deliverables, CTA and review plan. A useful brief is short enough to act on and precise enough to prevent invented claims. Product samples, page prices and rights-cleared footage still need checking.
Assumptions and review notes
A good brief is one page, has a single message and names real proof. A brief that lists five messages produces unfocused ads.
- Clarity of objective.
- Proof available.
- Formats needed.
- Brand constraints.
- Several messages.
- No proof.
- Missing sizes.
- Not stating what to avoid.
A closer look
Common questions.
- What goes in a brief?
- Objective, audience, message, proof, formats and constraints.
- How long should it be?
- One page.
- Can I download it?
- Yes, as a file from your browser.
- Is my text stored?
- No, it stays in your browser.
- Who should get it?
- Anyone making creative, including creators.