A BETTER WAY TO SHARE THE WORK
Give creative work a clear job before choosing how it looks
The brief should help a writer or designer make a good decision—not just list adjectives everyone likes.
New to creating with an agent? The request will guide it through the task. Bring your notes; you don’t need to write HTML.
How do I create a creative brief with an agent?
Give your agent the audience evidence, communication objective, approved claims and delivery constraints. Ask it to connect every deliverable to the same intended audience action while leaving room for creative choices. Separate mandatory requirements from inspiration. Review the message, evidence and scope before sharing the brief with creators.
01 / SEE THE DIFFERENCE
One membership message, three different jobs
Fictional Cedar Library campaign. Audience assumptions and creative constraints are supplied explicitly.
Goal: explain that borrowing is included with free membership. Audience hypothesis: new residents may not know this. Desired action: visit the membership information desk. Email introduces offer; foyer poster gives essential message and desk destination; reading page explains offer and next step. Approved wording: Borrowing is included with free membership. No speed or availability guarantees. Communications owner checks claim, mandatory wording and action before release.
- Message
- Borrowing is included with free membership. Do not add unsupported guarantees.
- Audience
- New-resident awareness is a hypothesis, not a research finding.
- Channel adaptation
- Email introduces the offer; poster gives the essential message and location; reading page explains the offer and next step.
- Review
- Communications owner checks the approved claim, mandatory wording and clear action before release.
Open a complete fictional HTML example, with its source notes →
Create my creative brief02 / MAKE IT YOURSELF
Start with the evidence. Shape the page around the reader.
Describe the change you want to create
Name what the audience should understand or do after encountering the work. Keep the objective separate from a slogan or visual preference. If the source only contains an audience hypothesis, label it as such rather than claiming research has established it.
Separate the message from its evidence
Write the approved central message and the facts that support it. Keep mandatory language and prohibited claims explicit. A creative agent should not invent a testimonial or numerical benefit to make a concept stronger. Inspiration can guide treatment but cannot supply factual evidence.
Adapt the campaign across channels
One campaign may need an email, a poster and a reading page. For each, state the audience context, available space, essential message and next action. Reuse the core claim, not necessarily the same paragraph. Keep scheduling, approvals and performance tracking in the existing campaign workflow.
Give feedback a shared basis
Define what the reviewer will check: audience relevance, accuracy, mandatory elements and whether the next action is clear. Name the actual approver if supplied. Reference images should explain a useful quality, not instruct the creator to copy someone else's work. Review the brief before treating it as approved direction.
03 / TRY THIS PROMPT
Copy this into your agent. Add your source material.
Use the conversation where you already did the work, or start one with your notes. Replace the placeholders and supply any missing context; only attach information you are allowed to share with your agent.
Get the ready-to-copy creation request for guided questions, this task, and a draft review before anything is published.
Create a creative brief as static HTML from my authorized audience evidence, objective, claims and delivery constraints. Lead with the audience's desired action. Separate evidence from audience hypotheses, approved claims from proposed copy, and mandatory requirements from inspiration. Map each deliverable and channel to its context, essential message, next action and supplied constraints. Do not invent research, testimonials, performance guarantees, budgets or deadlines. Describe what shared references illustrate without copying them. Ask only for missing essentials from existing authorized context; use my saved artifact style if available. No scripts, forms, campaign scheduling or analytics claims. Show me a draft and open decisions. Do not publish, launch a campaign or change access without separate explicit approval.
04 / BEFORE YOU SEND
A polished page still needs your judgment.
- Does each deliverable support the same supplied communication objective?
- Are audience hypotheses, proposed copy and approved claims distinguishable?
- Are mandatory wording, channel constraints and reviewer responsibilities preserved?
- Do references respect permissions, and are missing deadlines or specifications flagged?
When HTML fits
A shared reading brief for creators and reviewers, connecting message, evidence and delivery requirements.
When another format fits better
Keep collaborative asset editing, production tasks, ad buying, scheduling and measurement in their existing tools. The brief does not approve or launch creative work.
FROM DRAFT TO A LINK
Make it clear. Make it yours. Then share it.
Keep creating and revising in the agent you already use. With a compatible connection, share/artifacts publishes the reviewed HTML so you do not have to rebuild it in another editor. Ask your agent to use your saved artifact style for headings, color, and tone; review the result before sending it.
Choose who should be able to open the page and verify the returned link. For corrections to the same deliverable, update the existing artifact without changing its link. Publish a separate artifact when the old edition needs to remain available.
These are static pages, not live apps: no scripts, forms, or automatic data refresh. Source collection and scheduling depend on your agent and its available tools, not on share/artifacts.
Make this with my agentQuestions before you start
Is a creative brief a mood board?
No. A mood board can illustrate visual direction, but the brief also explains the audience, objective, message, constraints and review criteria. References should support those decisions rather than replace them.
Can it cover a whole content campaign?
Yes, when the deliverables share an objective and audience. Add a channel-specific matrix so creators know what changes and what stays consistent. Keep campaign execution and reporting in their established workflows.
Should I specify every design choice?
Specify necessary constraints and why they matter. Leave room for the creator to propose solutions. Treat a reference's spacing or tone as inspiration, not a requirement to reproduce its layout or copyrighted content.