"When writing a brief, planners should keep one really important thing in
mind: Creatives are not as smart as planners. We are dumb. We are easily distracted
by shiny objects. Obscure references confuse us. And we didn’t read that book
by that guy.
If you make it in any way complicated, we’ll be confused. Or our egos will
kick in and we’ll say, “It’s shit” when really we just don’t understand it.
So keep it simple. Not simple for you. Simple like telling an 8-year-old how
to wash dishes. Simple like helping your stoned friend put a coat on. Simple
like giving instructions to the guy at Kinkos.
Make one point, then repeat it. If your brief gives us a tiny box to work
in, we can’t wander off and get lost."
Josh Denberg and Paul Hirsch/
Creative Directors at Division of Labor
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