A creator brief hands your story to somebody else's voice. Creators are worth paying because their audience trusts the way they talk, so a brief that dictates every word throws away what you bought. A brief that says nothing gets you a film about the creator. The useful brief fixes the few things that must be true and leaves the rest open. Google's Shorts guidance puts the open half plainly, advising brands to give real people a real stage and to free their talent to create their own endorsement.
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