PART SEVEN:

Briefing the client: principles in communicating the concept.

A creative brief is an essential part of any visual project, and when executed properly can be very effective. The brief should be explicitly simple and straightforward with relevant information that can be understood by every member of the creative team. This includes copywriters, art directors, graphic designers and stylists; if the brief isn’t clear, the idea can be misinterpreted which can in turn be an expensive mistake (Ibach, 2009).

Creative planning director Kit Altin believes that a successful brief should inspire the team which can be done with an appropriate setting, structure or pitch. This may differentiate based on a particular brand but should be fitting and inspiring for the desired group of people. This could mean in a visual sense, where the brief includes images, videos and be pitched in a place that is relevant to the brief to inspire creativity amongst the group. This is particularly useful when pitching to stylists and art directors as it gives them a clear image on which models, props and locations to use in the project (D&AD- Creative Advertising, Design and Digital, 2018).

An example of an effective creative brief was Burberry’s spring/ summer 2010 campaign with actress Emma Watson. As a brand, Burberry wanted to step away from the so called ‘chav culture’ that was associated with its iconic plaid check pattern, and teamed up with Watson to reclaim the pattern as the high-class design it once was (Day, 2004). Accessorised with Burberry plaid in front of a regal white background, Emma and her ‘classic, effortless beauty’ was used to portray the brand as elegant and attractive, a perfect example of effective briefing and model casting (Milligan, 2010).