creative brief: the "H"

Something I'm very proud of is the development of the "H" creative brief, with S. Codeseira and F. Cabarcos.

It was an insightful re-invention of a creative brief format that we believe that helps us to generate better conversations with clients, as well as account managers and creatives.

Besides the challenge (or communication problem to solve) we find three columns: What, Filter or Prism, How.

What: The Facts: What to say, Support and Brand DNA.

Filter or Prism: The Target, Insights, Broader Cultural trends or context.

How: Conceptual creative triggers.