Process, Story
How Fixing Your Website’s UX Can Increase Conversion
A great brief isn't a checklist; it's the start of the story. Learn why most briefs kill creativity and how to write one that sparks magic and leads to better work.
Jake Thomas
Aug 2, 2025
Most creative briefs are where great ideas go to die.
They’re usually a checklist of deliverables, a jumble of corporate jargon, or worse, a prescriptive set of instructions that leaves no room for magic. "We need a 30-second 3D spot showing our product from three different angles." A request like that doesn't lead to great work. It leads to a transaction.
We believe the brief isn't a work order; it’s the first act of the story. It shouldn't provide the answers; it should ask the right questions.
A bad brief says, "We need an animated explainer video." A great brief says, "Our customers don't understand the one thing that makes our service truly different. How can we make them feel it?"
A bad brief says, "Our logo should be bigger." A great brief says, "We need our audience to feel a sense of trust and authority when they see our brand."
When you come to us with a problem instead of a prescription, you unlock our true value. You give us the freedom to use our entire arsenal of craft and experience to find the most powerful solution. Maybe it is a 3D spot. Or maybe it's a 2D character piece. Maybe it's a brand film that doesn't show your product at all.
Don't give us a map. Give us a destination. Tell us how you want the audience to feel at the end of the journey. We know how to get there.
