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Strategy / 5 min read / journal
The brief before the brief
Why a better question makes better creative work.
The thinking behind it
Before a campaign begins, there is often a request for a format: a film, a launch, a social series. The format is useful, but it is not yet the problem to solve.
The first task is to define what the audience should understand or do differently. That shift becomes a test for every concept that follows.
A strong brief makes space for creativity while giving everyone the same destination.