creative-brief

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Creative Brief

创意简报

Convert a vague client ask ("we need a cool animated explainer") into a structured, sign-off-ready creative brief, and generate the exact clarifying questions to send when the client cannot articulate what they want.

将模糊的客户需求（如「我们需要一个酷炫的动画解说视频」）转化为结构化、可签核的创意简报，并在客户无法明确表达需求时生成精准的澄清问题。

When to use

使用场景

Use when starting any motion project, when a client request lacks the detail needed to scope or quote, when a brief needs to be drafted for client approval, or when a "make it cool" request must be translated into concrete direction. A locked brief is the contract for creative intent; everything downstream (estimate, scope, revisions, delivery) depends on it.

适用于启动任何动态设计项目时、客户需求缺乏足够细节无法进行范围界定或报价时、需要起草简报供客户审批时，或是必须将「做得酷炫一点」这类需求转化为具体方向时。定稿简报是创意意图的约定依据；后续所有环节（估算、范围、修订、交付）都以此为基础。

Core principle

核心原则

A brief is not a wish list — it is a decision document. Every project decision should trace back to one line in the brief. The job is to interrogate eleven dimensions until each has a concrete, written answer, then lock it with a sign-off line. Vague answers are not acceptable; convert each one into a specific, testable statement.

简报不是愿望清单——它是一份决策文件。每个项目决策都应能追溯到简报中的某一条内容。我们需要针对11个维度逐一确认，直到每个维度都有具体的书面答案，然后通过签核环节锁定内容。模糊的答案是不被接受的；需将每个模糊表述转化为具体、可验证的陈述。

Decision tree — how far to take the brief

决策树——简报的细化程度

The judgment is how much rigour this brief needs and what to do with each gap. Don't over-process a one-day social cutdown; don't under-process a broadcast campaign.

Is the creative intent already clear and agreed in writing?
├─ YES → write a 1-page lightweight brief, confirm, proceed. Don't re-interrogate.
└─ NO → run full 11-dimension interrogation.
        │
        For each dimension, classify the answer:
        ├─ Concrete & testable        → record it, move on.
        ├─ Vague ("cool", "modern")   → run vague-translator → offer bounded choice.
        ├─ Blank                      → pull matching clarifying question (by gap).
        └─ Contradictory / 3 messages → force-rank, surface the conflict to the
                                        decision-maker, do NOT average them.
        │
        Can you proceed without the answer?
        ├─ Cosmetic gap        → write best assumption, flag [ASSUMPTION — confirm].
        └─ Scope/cost-defining → BLOCK. No budget, no air date, no single message,
           gap (budget,           no named placements = stop and resolve before
           date, message,         design. These set the price and the spec.
           distribution)

Rule of thumb: gaps that change the price or the spec are blockers; gaps that only change execution detail become flagged assumptions.

关键判断是「这份简报需要多严谨」以及「如何处理每个信息缺口」。不要过度细化仅需一天完成的社交平台精简版内容；也不要对广播级项目敷衍了事。

创意意图是否已通过书面形式明确并达成共识？
├─ 是 → 撰写1页精简版简报，确认后推进。无需重新核查。
└─ 否 → 开展完整的11维度核查。
        │
        针对每个维度，对答案进行分类：
        ├─ 具体且可验证        → 记录下来，继续下一项。
        ├─ 模糊表述（如「酷炫」「现代」）   → 使用模糊表述转化工具 → 提供有限选项。
        ├─ 信息空白                      → 匹配对应的澄清问题（按缺口类型）。
        └─ 矛盾/包含3种核心信息 → 强制排序，向决策者指出冲突，切勿折中处理。
        │
        没有该答案是否可以推进项目？
        ├─ 仅影响执行细节的缺口        → 写下最优假设，并标注「[假设——待确认]」。
        └─ 影响范围/成本的缺口（预算、
           日期、核心信息、
           分发渠道） → 暂停推进。没有预算、没有上线日期、没有单一核心信息、
                        没有明确投放渠道 = 在开始设计前必须解决这些问题。
                        这些因素决定了项目价格和规格。

经验法则：会改变价格或规格的缺口是推进障碍；仅改变执行细节的缺口可标记为待确认假设。

The 11 interrogation dimensions

11项核查维度

Capture a concrete answer for each. If the client cannot answer, send the matching clarifying question (see references/clarifying-questions.md).

Business goal — what the business needs to change (awareness, sign-ups, sales, comprehension). Must be measurable, not "engagement."
Audience — who watches, where their head is at, their objection. Specific persona, not "everyone."
Core message — the ONE thing a viewer must remember. One sentence. If there are three, the brief is not done.
Tone / feel — 3-5 adjectives plus a "but not" (e.g. "playful but not childish"). Tie to reference frames.
Mandatories — brand assets, logo lockup rules, colour/font system, legal disclaimers, super/endcard, clearcast/regulatory needs.
Deliverables — exact count, durations, and versions (e.g. 1× 30s hero, 3× 6s cutdowns, 1× static endframe).
Distribution — exact placements (IG Reels, paid YouTube pre-roll, trade-show loop, broadcast). This drives spec and aspect ratios.
References — 2-4 links with a note on what to steal from each ("the pacing here, not the colour"). Also anti-references.
Timeline — final air date working backwards through delivery, revisions, animation, design, script/board, kickoff.
Budget — a real number or a band. "No budget yet" is a red flag to resolve before design starts.
Success metric — how success is judged 30 days post-launch. Defines "done well," not just "done."

为每个维度记录具体答案。如果客户无法回答，发送对应的澄清问题（详见references/clarifying-questions.md）。

业务目标——业务需要达成的改变（认知提升、注册量增长、销售额提升、理解度增强）。必须可衡量，不能是「提升参与度」这类表述。
目标受众——谁会观看内容，他们的状态、顾虑。需是具体的用户画像，而非「所有人」。
核心信息——观众必须记住的唯一内容。一句话表述。如果有三个信息，说明简报尚未完成。
风格/氛围——3-5个形容词加上「但不能是」（例如：「活泼但不轻浮」）。需结合参考案例说明。
强制要求——品牌资产、logo规范、色彩/字体体系、法律声明、片头/片尾卡片、合规要求。
交付成果——确切数量、时长和版本（例如：1支30秒主视频、3支6秒精简版、1张静态片尾帧）。
分发渠道——具体投放平台（IG Reels、付费YouTube前贴片广告、展会循环播放、广播电视）。这会影响内容规格和宽高比。
参考案例——2-4个链接，并注明每个案例可借鉴的点（如「借鉴此处的节奏，而非配色」）。同时提供反面参考案例。
时间线——从最终上线日期倒推，涵盖交付、修订、动画制作、设计、脚本/分镜、项目启动等环节。
预算——具体数字或区间。「尚未确定预算」是必须在设计开始前解决的预警信号。
成功指标——上线30天后如何判定项目成功。定义「做得好」的标准，而非仅「完成」。

Question bank by gap (which question fixes which hole)

按缺口匹配问题库（用哪个问题填补哪个缺口）

Match the gap to the single highest-leverage question. Full send-ready bank in references/clarifying-questions.md.

Gap in the ask	The one question that closes it
No measurable goal	"If this works, what number on a dashboard moves?"
Audience = "everyone"	"Who must act first? That's the audience."
Three messages	"Rank these 1-3; the brief carries #1, the rest become later assets."
Tone with no guardrail	"Pick 3-5 words — then the important one: what must it NOT feel like?"
Vague tone ("modern")	Run vague-translator → "Closer to A (calm/slow) or B (punchy/fast)?"
No mandatories listed	"Send logo files, brand guide, fonts, colours, and any legal super."
Fuzzy deliverables	"Exactly how many videos, what durations, which ratios/versions?"
"Social" (no platform)	"Which exact placements — Reels, TikTok, pre-roll, web hero, TV?"
No / endless references	"Send 2-4 you love (one line each on what to steal) + 1 you hate."
No date	"What's the hard air date, and who gives the final yes?"
No budget	"Projects like this run X-Y — which end are we?"
No success metric	"30 days out, what makes this a win?"

为每个缺口匹配最有效的问题。完整可直接发送的问题库见references/clarifying-questions.md。

需求缺口	填补缺口的核心问题
无可衡量目标	"如果项目成功，仪表盘上哪个数据会发生变化？"
受众为「所有人」	"谁必须最先采取行动？那就是核心受众。"
包含三个核心信息	"将这些信息按1-3排序；简报仅保留第1位，其余作为后续资产的内容。"
风格无约束条件	"选择3-5个描述词——然后重要的一点：它绝对不能是什么风格？"
模糊风格表述（如「现代」）	使用模糊表述转化工具 → "更偏向A（沉稳/缓慢）还是B（有力/快速）？"
未列出强制要求	"请发送logo文件、品牌指南、字体、配色以及所有法律声明内容。"
交付成果模糊	"确切需要多少支视频、时长分别是多少、宽高比/版本有哪些？"
仅提及「社交平台」（未明确具体平台）	"具体投放渠道是哪些——Reels、TikTok、前贴片广告、网页主视觉、电视？"
无参考案例或案例过多	"发送2-4个你喜欢的案例（每个用一句话说明可借鉴点）+1个你讨厌的案例。"
无上线日期	"最终硬上线日期是什么时候，谁拥有最终审批权？"
无预算	"这类项目的预算通常在X-Y区间——我们偏向哪个区间？"
无成功指标	"上线30天后，什么情况才算项目成功？"

Workflow

工作流程

Intake. Read the raw client ask. Extract whatever maps to the 11 dimensions; mark the rest as gaps.
Triage gaps. For each blank or vague dimension, pull the matching clarifying question. Group them into one consolidated email — never drip-feed questions across days.
Draft the brief. Fill the template below. Where the client was vague, write the best assumption and flag it
```
[ASSUMPTION — confirm]
```
.
Pressure-test. Check the message is singular, the tone has a "but not," deliverables have counts and durations, and distribution maps to real specs.
Send for sign-off. Include the sign-off block. No design work begins until it is returned approved.

接收需求。阅读原始客户需求。提取可对应到11个维度的内容；其余标记为信息缺口。
缺口分类处理。针对每个空白或模糊维度，匹配对应的澄清问题。将所有问题整合到一封邮件中发送——切勿分多天零散发送问题。
起草简报。填写下方模板。对于客户表述模糊的部分，写下最优假设并标注
```
[假设——待确认]
```
。
压力测试。检查核心信息是否唯一、风格是否包含「但不能是」约束、交付成果是否包含数量和时长、分发渠道是否对应实际规格。
发送签核。包含签核模块。在收到审批通过的回复前，不得开始任何设计工作。

The brief template

简报模板

PROJECT BRIEF — [Project name]                     Date: ___  Version: ___
Client: ___   Main contact (decision-maker): ___   Prepared by: ___

1. BUSINESS GOAL
   We are making this so that: [measurable change]

2. AUDIENCE
   Primary: [persona, context, mindset, key objection]

3. CORE MESSAGE (the one thing)
   After watching, the viewer thinks/does: [one sentence]

4. TONE / FEEL
   It feels: [adj, adj, adj] — but NOT [adj, adj]

5. MANDATORIES
   Logo: [lockup + rules]   Colour/Type: [system]
   Legal/super/endcard: [required text]   Regulatory: [Y/N — body]

6. DELIVERABLES
   [count × duration × ratio × format]  (full list in delivery section)

7. DISTRIBUTION
   Placements: [exact channels + paid/organic]

8. REFERENCES
   • [link] — take: [what to steal]
   • Anti-ref: [link] — avoid: [what]

9. TIMELINE (back from air date)
   Air: ___  Final delivery: ___  Rev rounds: ___  Animation: ___
   Design/boards: ___  Script: ___  Kickoff: ___

10. BUDGET
    [number or band] — covers: [scope]

11. SUCCESS METRIC
    30 days out, success = [metric + target]

ASSUMPTIONS TO CONFIRM
   • [ASSUMPTION] ...

SIGN-OFF
   This brief is the agreed creative intent. Changes after sign-off are
   handled as change requests.
   Approved by: __________  Title: ______  Date: ______

项目简报 — [项目名称]                     日期: ___  版本: ___
客户: ___   主要对接人（决策者）: ___   编制人: ___

1. 业务目标
   制作本内容是为了实现：[可衡量的改变]

2. 目标受众
   核心受众: [用户画像、场景、心态、核心顾虑]

3. 核心信息（唯一重点）
   观看后，观众会想到/采取：[一句话]

4. 风格/氛围
   整体风格: [形容词, 形容词, 形容词] — 但绝对不能是 [形容词, 形容词]

5. 强制要求
   Logo: [规范 + 使用规则]   色彩/字体: [体系]
   法律声明/片头/片尾卡片: [必填内容]   合规要求: [是/否 — 具体内容]

6. 交付成果
   [数量 × 时长 × 宽高比 × 格式] （完整列表见交付环节）

7. 分发渠道
   投放平台: [具体渠道 + 付费/ organic]

8. 参考案例
   • [链接] — 借鉴: [可借鉴点]
   • 反面参考: [链接] — 避免: [需规避的点]

9. 时间线（从上线日期倒推）
   上线: ___  最终交付: ___  修订轮次: ___  动画制作: ___
   设计/分镜: ___  脚本: ___  项目启动: ___

10. 预算
    [具体数字或区间] — 涵盖: [范围]

11. 成功指标
    上线30天后，成功标准 = [指标 + 目标]

待确认假设
   • [假设] ...

签核
   本简报为已达成共识的创意意图。签核后如需变更，将按变更请求流程处理。
   审批人: __________  职位: ______  日期: ______

Handling "I don't know what I want"

处理「我不知道想要什么」的情况

Do not ask the client to design. Offer bounded choices instead of open questions:

Replace "What tone do you want?" with "Closer to A (calm, premium, slow) or B (punchy, bold, fast)?"
Replace "Any references?" with "Of these three styles, which is nearest — and what's wrong with it?"
Force a single message: "If the viewer forgets everything but one line, which line?"
Anchor budget with a band: "Projects like this usually land between X and Y — which end are we?"

Convert every vague adjective using the translator in references/vague-translator.md ("clean" → which of: minimal layout / lots of negative space / limited palette / slow easing?).

不要让客户承担设计工作。提供有限选项而非开放式问题：

将「你想要什么风格？」替换为「更偏向A（沉稳、高端、缓慢）还是B（有力、醒目、快速）？」
将「有参考案例吗？」替换为「以下三种风格中，哪一种最接近——它有哪些不足之处？」
强制确定单一核心信息：「如果观众只能记住一句话，那会是哪一句？」
用区间锚定预算：「这类项目的预算通常在X-Y区间——我们偏向哪个区间？」

使用references/vague-translator.md中的转化工具，将每个模糊形容词转化为具体选项（例如「简洁」→ 以下哪一种：极简布局 / 大量留白 / 有限配色 / 缓慢过渡？）。

Worked examples

示例

GOOD — a core-message line that closes decisions:

After watching, the viewer thinks: "Invoicing that takes 30 seconds."

One sentence, one idea, testable. Every scene can be checked against it; pacing, copy, and the endcard all trace back to this line. Full start-to-finish brief in references/worked-example.md.

ANTI-PATTERN — the "kitchen-sink" brief that guarantees revisions:

Goal: drive engagement and awareness and sign-ups. Audience: everyone who'd love our product. Message: we're innovative, affordable, easy to use, and trusted. Tone: modern, cool, fun but professional. Make it pop.

Why it fails: no measurable goal, no real audience, four competing messages, a tone with no guardrail, and an untranslated "pop." Nothing here can be approved or disproven, so round 1 becomes a discovery session on the client's dime. The fix is the entire workflow above: force one goal, one audience, one message, one "but not," and translate "pop" into a bounded choice before any design.

优秀案例——能指导决策的核心信息表述：

观看后，观众会想到：「30秒就能完成开票。」

一句话、一个核心观点、可验证。每个场景都能以此为标准进行校验；节奏、文案、片尾帧都可追溯到这句话。完整的从需求到简报的示例见references/worked-example.md。

反面案例——会导致反复修订的「大杂烩」简报：

目标：提升参与度、认知度和注册量。受众：所有喜欢我们产品的人。核心信息：我们创新、实惠、易用且值得信赖。风格：现代、酷炫、有趣但专业。做得亮眼一点。

失败原因：无可衡量目标、无明确受众、四个相互竞争的核心信息、风格无约束条件、「亮眼」未转化为具体要求。此处没有任何可审批或验证的内容，因此第一轮设计会变成由客户付费的需求探索环节。解决方案是遵循上述完整工作流程：强制确定一个目标、一个受众、一个核心信息、一个「但不能是」约束，并在开始任何设计前将「亮眼」转化为有限选项。

Common mistakes

常见错误

Symptom	Why it happens	Fix
Brief reads like a wish list	Captured the client's words verbatim instead of decisions	Convert every line to a concrete, testable statement
Round 1 turns into "what do you actually want?"	Started design with blockers unresolved	Block on goal/budget/date/message/platform before design
Tone keeps drifting in reviews	No "but not" guardrail set	Add the guardrail adjective; it prevents ~80% of tone revisions
Three messages, muddy film	Averaged competing messages instead of ranking	Force-rank; carry #1, park the rest as future assets
Spec/quote keeps changing	Distribution left as "social"	Pin exact placements — they define ratio, length, and price
Client "approves" then reopens it	No sign-off block / decision-maker unclear	Identify the single decision-maker; lock with the sign-off line
References pull in five directions	Endless refs, no "take" notes	Cap at 4, require a "what to steal" note + 1 anti-reference

症状	原因	解决方案
简报读起来像愿望清单	直接照搬客户原话而非转化为决策内容	将每一条内容转化为具体、可验证的陈述
第一轮设计变成「你到底想要什么？」	在未解决核心障碍的情况下就开始设计	在设计开始前，必须解决目标/预算/日期/核心信息/投放渠道等核心障碍
风格在评审中不断偏离	未设置「但不能是」约束条件	添加约束形容词；这能避免约80%的风格类修订
核心信息过多，内容混乱	对相互竞争的信息进行折衷而非排序	强制排序；保留第1位信息，其余作为未来资产的内容
规格/报价不断变化	分发渠道仅标注「社交平台」	明确具体投放渠道——它们决定了宽高比、时长和价格
客户「审批通过」后又推翻内容	无签核模块 / 未明确决策者	确定唯一的决策者；通过签核模块锁定内容
参考案例方向混乱	案例过多且无「可借鉴点」说明	限制为4个案例，每个需标注「可借鉴点」+1个反面参考案例

Deliverable spec — what a good brief contains

交付成果规范——优质简报的内容

The output is a one-page document (the filled template) plus, when gaps exist, one consolidated clarifying email. A good brief:

Fits roughly one page — long enough to decide, short enough to read.
Has a concrete, testable answer in every one of the 11 dimensions (or a flagged
```
[ASSUMPTION]
```
).
Carries exactly one core message and a tone with a "but not."
Lists deliverables with counts, durations, and ratios, and distribution as named placements.
Names the single decision-maker and ends with the sign-off block.

输出内容为1页文档（填写完成的模板），以及当存在信息缺口时的一封整合式澄清邮件。优质简报：

篇幅约1页——足够用于决策，也足够简短便于阅读。
11个维度均有具体、可验证的答案（或标注
```
[假设——待确认]
```
）。
仅包含一个核心信息，且风格带有「但不能是」约束。
交付成果包含数量、时长和宽高比，分发渠道为具体平台。
指定唯一决策者，并以签核模块结尾。

Before you finish — checklist

完成前检查清单

Core message is ONE sentence (not two, not three).
Tone has a "but not" guardrail.
Goal is measurable; success metric has a target and a timeframe.
Budget is a real number or an agreed band (no "TBD").
Air date set; schedule runs backwards from it.
Deliverables have counts + durations + ratios; distribution is named placements.
References capped at 4, each with a "take," plus 1 anti-reference.
Every vague adjective was translated to a concrete choice.
Assumptions flagged
```
[ASSUMPTION — confirm]
```
; decision-maker named; sign-off block present.

核心信息为一句话（不是两句或三句）。
风格带有「但不能是」约束条件。
目标可衡量；成功指标包含目标和时间范围。
预算为具体数字或已达成共识的区间（无「待确定」）。
已设置上线日期；时间线从上线日期倒推。
交付成果包含数量+时长+宽高比；分发渠道为具体平台。
参考案例限制为4个，每个标注「可借鉴点」+1个反面参考案例。
所有模糊形容词均已转化为具体选项。
假设已标注
```
[假设——待确认]
```
；已指定决策者；包含签核模块。

Related frameworks

Quick reference

快速参考

Symptom	Move
"Make it pop / cool / modern"	Run the vague-translator; offer 2 bounded options
Three core messages	Force-rank; brief carries one, others become future assets
No budget given	Anchor with a band before any design
"Everyone" is the audience	Ask who must act first; that is the audience
No air date	Set delivery date first, schedule backwards
Endless references	Cap at 4 + require a "take" note + 1 anti-reference
Tone with no "but not"	Add the guardrail adjective; it prevents 80% of revisions

症状	应对措施
「做得亮眼/酷炫/现代一点」	使用模糊表述转化工具；提供2个有限选项
三个核心信息	强制排序；简报仅保留一个，其余作为未来资产的内容
未提供预算	在开始设计前用区间锚定预算
受众为「所有人」	询问谁必须最先采取行动；那就是核心受众
无上线日期	先确定交付日期，再倒推时间线
案例过多	限制为4个 + 需标注「可借鉴点」+1个反面参考案例
风格无「但不能是」约束	添加约束形容词；这能避免80%的修订

Reference files

参考文件

```
references/clarifying-questions.md
```
— the full bank of send-ready clarifying questions, one set per dimension, plus the consolidated intake email template.
```
references/vague-translator.md
```
— vague-adjective → concrete-question lookup table and the bounded-choice question patterns.
```
references/worked-example.md
```
— a real vague ask turned into a completed brief, start to finish.

```
references/clarifying-questions.md
```
——完整的可直接发送的澄清问题库，每个维度对应一组问题，以及整合式需求接收邮件模板。
```
references/vague-translator.md
```
——模糊形容词→具体问题对照表，以及有限选项问题模板。
```
references/worked-example.md
```
——从模糊需求到完整简报的真实示例。