Brands hire creators for their voice, then hand them a script that removes it. The result looks like an advert with a familiar face, and audiences can tell within seconds. A good brief protects the brand without flattening the creator.
Share the goal, not the lines
We tell creators what we want people to feel and do after watching, then give them three key messages at most. How they get there is their call. They know their audience better than any brand team ever will.
Brief the outcome. Trust the creator with the delivery.
Be specific about the non-negotiables
Freedom works best inside clear edges. Our briefs list the must-haves in one short section: product claims that need care, disclosure requirements, timings and any visual rules. Everything else is guidance, not law.
We also include examples of posts we love from that creator's own feed. It shows we did our homework and points them toward their best work rather than toward our expectations.
Plan for the edit, not just the post
We ask for raw clips and alternative takes alongside the final post. The best moments often become paid ads, cutdowns and stories that extend the partnership far beyond a single upload. Agreeing on usage rights up front keeps everyone happy later.
Creators are partners, not media placements. Brief them like collaborators and the content will feel like it belongs in the feed, because it does.
ARQ ONE Studios / Journal
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