The template
The structure to copy and adapt
- ChannelRequiredNamed platform + placement.
- ObjectiveRequiredOne outcome, one metric.
- AudienceRequiredChannel-native targeting signals.
- AngleRequiredOne sentence. The idea.
- Hook archetypeRequiredChannel-native pattern + opening constraint.
- Do-notsRequired5-7 explicit exclusions.
- Creative specRequiredAspect ratios, lengths, formats.
Filled-in examples
See the template in use
Meta paid social - DTC cold acquisition · DTC ecommerce
- ChannelMeta Ads. Primary: Reels (9:16). Secondary: FB Feed (4:5). Tertiary: IG Stories (9:16). Excluded: Audience Network, right-rail.
- ObjectiveCold acquisition. 1,500 starter-bundle purchases this quarter at blended CAC under $30.
- AudienceLookalikes off top-25% LTV cohort. Interest layer: cycling, running, triathlon. Behavioral layer: engaged with competitor brand content (Liquid IV, LMNT) in last 60 days.
- Angle3x the sodium of mainstream electrolytes - built for actual endurance, not casual hydration.
- Hook archetypeProblem→solution. Open on mile-18 pain in real environment. Product reveal by 0:04. Sound-on optimized.
- Do-notsNo price-led hook. No bottle-shot static. No founder-to-camera. No 'hydration is important' copy. No discount as lede. No urban environments. No studio polish.
- Creative spec10 variants. 4:5 + 9:16 ratios. 15s and 30s cuts.
Shuttergen
Channel matters. Generate a brief that respects it.
Shuttergen reads your brand, your channel, and your competitive set, then generates a brief with channel-native hook archetypes, audience signals, and creative specs - not a generic template stretched across surfaces.
Why organize creative brief examples by channel
Channel dictates the hook archetype and the creative spec more than anything else. A brief that works on Meta paid social does not work on Google Search - the hook archetype is fundamentally different (problem→solution vs capability + objection-handle), the audience signals are different (lookalikes vs query intent), the creative spec is different (video variants vs RSA headlines).
Most brief example collections collapse this distinction. They show you a brief and pretend the structure transfers cleanly across every channel. It doesn't. The channel-native hook archetype is what makes the brief executable; a channel-naive brief produces creative that costs a production cycle to fix in market.
Use the four channel-specific examples above as starting points. Meta paid social → DTC supplement example. TikTok creator-led → beauty example. Google Search → B2B SaaS example. YouTube pre-roll → DTC apparel example. The structural choices in each are calibrated to that channel's actual mechanics.
Channel matters. Generate a brief that respects it. Shuttergen reads your brand, your channel, and your competitive set, then generates a brief with channel-native hook archetypes, audience signals, and creative specs - not a generic template stretched across surfaces.
What's channel-specific and what isn't
Channel-specific: hook archetype, audience signals, creative spec, CTA mechanics. These four sections change meaningfully across channels. A Meta hook archetype (problem→solution, day-in-the-life) is different from a Search hook archetype (capability + objection-handle). A Meta audience signal (interest cluster, lookalikes) is different from a Search audience signal (query match). A Meta creative spec (video variants, ratios) is different from a Search creative spec (headlines + descriptions).
Channel-agnostic: objective metric format, audience tightness, angle compression, do-nots discipline. These transfer across every channel. Every brief should have a measurable objective, a tightly-cut audience, a single-sentence angle, and 5-7 explicit do-nots. The structure is universal; the substance is channel-shaped.
The do-nots section is where most channel-naive briefs collapse. Meta do-nots ('no founder-to-camera') don't transfer to Search briefs ('no competitor brand names in headlines'). TikTok do-nots ('no brand-led VO') don't transfer to YouTube do-nots ('no talking head opener'). Each channel has its own failure modes; the do-nots have to be specific to those.
Internal: creative brief examples, advertising creative brief example, creative brief template.
How to adapt these examples to your own campaign
Match the channel first. Find the channel example that matches yours - Meta, TikTok, Search, YouTube. Industry secondary. The structural choices (hook archetype, audience signals, creative spec) are channel-calibrated.
Replace the substance, keep the channel-specific structure. Keep the hook archetype style, the audience signal type, the creative spec format. Re-derive the actual content for your own brand, audience, and product.
Run the 5-minute test on your filled brief. Hand it to someone who knows the channel. Can they describe the ad in one sentence? Can they name three things it shouldn't do? If yes, ship. If no, iterate before production.
FAQ
Frequently asked
What are examples of creative brief?
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Creative brief template
The empty structure to fill in yourself.
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Advertising-specific examples by platform.
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Anatomy Of Good Meta Ad Library
What strong Meta ads actually look like.
Channel matters. Generate a brief that respects it.
Shuttergen reads your brand, your channel, and your competitive set, then generates a brief with channel-native hook archetypes, audience signals, and creative specs - not a generic template stretched across surfaces.