Creative Brief Template and Builder

How do you use the creative brief builder?

Fill in the fields on the left; the brief builds itself on the right as you type. When it is done, export it.

1. Click Fill in the worked example to see a finished brief, or start with a blank form.
2. Fill in each field. Any field you leave empty shows as "Not given" in the brief, so gaps are visible to whoever reads it.
3. Tick the formats you want versions in: UGC, Podcast, Drama, Animation or Brand film.
4. Export it:
   • Copy for Google Docs copies plain text with the headings on their own lines. Paste it into a new Google Doc.
   • Download Markdown saves a .md file with real headings, named after the product.
   • Download PDF saves a one-file PDF made in your browser.

Your text is not sent to a server and is not put in the page link. If you reload, the form is empty again.

What goes in each field?

Each field answers one question the person making the ad would otherwise have to ask you.

How do you write a good angle and hooks?

Write the angle as one plain sentence a customer would agree with, not a slogan. "Cold for 24 hours, so you finish it" works because it states a product fact and the result for the buyer.

Write hooks as the first words someone hears or reads, not as ideas about a hook. Each should test something different: a claim, a question, a before-and-after, a confession. Two to five is enough for one round of versions. For hook types and examples of how they are built, see ad hooks.

What should the compliance field cover?

List what the ad must not say, what it must show, and any labels it needs. Be specific: "No health claims" is clearer than "be careful with claims".

Three things to check for AI-made video ads:

• Claims. Write the exact claims the brand can make, word for word, so the maker does not paraphrase them into something stronger.
• Disclaimers. Say what text must appear and where. On Reels, Meta's safe zone article says to leave the bottom 40 percent free when an ad includes disclaimers; the safe zone checker shows the zones.
• AI labels. Say whether the ad needs an AI disclosure. AI ad labels on Meta and TikTok covers each platform's rules.

Worked example: the brief the example button produces

Click Fill in the worked example and the builder fills every field for an insulated water bottle. This is the exact text Copy for Google Docs puts on your clipboard:

Creative brief: Insulated steel water bottle, 750 ml

Audience: Commuters who forget to drink water at work
Angle: Cold for 24 hours, so you finish it
Formats: UGC, Podcast, Animation
Deadline: Friday

Winning script or reference
Script: open on a warm plastic bottle on a desk at 3pm, cut to the steel bottle with ice still in it.

Hooks to test
1. I stopped buying water at work
2. This is what 24 hours cold looks like

Compliance notes
No health claims. Show the product label clearly.

Usage rights
Creator owns the ad; brand gets full usage rights to run it.

Download Markdown saves the same brief as insulated-steel-water-bottle-750-ml.md. In that file the title is a level-one heading, the four summary lines are in bold labels, and each section is a level-two heading.

From this brief, a maker would produce three versions of the same script: a UGC selfie video, a podcast-style clip and an animated version, each opened with each of the two hooks. That is six ads from one brief. For how one script turns into every format, see one script, every format.

What are the limits of the builder?

• Nothing is saved. Close or reload the tab and the form clears. Export first.
• One brief at a time. For a batch of products, export each brief before starting the next.
• Fixed fields. You cannot add or rename fields. Put extra detail, such as brand colours or a shot list, in the script field, or add it to the exported document.
• The PDF is plain. It is a text layout with headings, built in your browser, with no logo or images.
• It does not check claims. The compliance field records your rules; it does not review them.

Where to go next

For a field-by-field guide with more examples, see the ad creative brief template post. For the script itself, the UGC script template gives the beats. To agree price and rights with a creator before you send the brief, use the UGC rate card and contract template.

If you are a brand: Anglr can run a full analysis of your brand and write the briefs, and versions arrive daily on a rolling basis. See how it works for brands. If you make AI ads that already perform, see how it works for creators.