Never a one-liner and a product in the mail. A full brief contains the hook options worth testing, the angle this piece attacks, the audience persona it has to convince, reference clips that show the register we want, and explicit do's and don'ts, including the claims that are off limits.
The discipline pays twice: creators deliver usable material on the first pass because they know exactly what job the video has, and the account can read results cleanly afterward because every asset maps back to a deliberate strategic choice rather than a vibe.
