Step 2: Prepare the Brief

Why the Brief Matters

The brief is the single most influential input in this flow. Everything that comes after, from research synthesis to copy generation to persona casting, leans on what you write here. Spending an extra ten minutes on the brief saves an hour of revisions on the back end.

You have two parts to this step:

1. Download the DOCX template, fill it in, and upload it.
2. Review the brand standards the platform extracts and confirm them.

Download the Brief Template

When you land on the brief screen after creating the campaign, the recommended path is Upload your campaign brief. The recommended file format is the DOCX template, because its structure is the easiest for the platform to parse consistently.

Click Download .docx (recommended) to grab the template, then open it in Word, Google Docs, or any editor that handles DOCX.

A PDF version is also available if your workflow needs it, but DOCX produces the most consistent extraction.

How to Fill the Brief

The template has three sections you fill in:

• Brand Details. Voice, audience, claims, prohibited content, copy style.
• Pain Points. The customer problem the product solves.
• Creatives. Up to 10 creative concept tables, each with a title, scenes, and the spoken copy.

A few rules of thumb that keep the output strong:

• Replace placeholder creative titles. Do not leave a creative titled "Your creative title." Make each one specific.
• Fill the brand details fields completely. Voice, audience, and claims drive every creative generated against this brief.
• Use the visual section as editor guidance. The platform reads it, but the spoken copy and brand standards have more weight on the final video.
• Write spoken copy as a person would say it. Conversational beats polished. One idea per scene whenever possible. Avoid dense product page paragraphs.
• Stay within the word ranges in the template. Going over is fine, the platform may shorten it, but clean source copy produces better outputs than cleanup.
• Trim concepts you do not need. The template has space for up to 10 creative concepts. If you only need 3, delete the tables for the other 7.

The Copy Framework

When you are unsure how to structure a creative, use this conversion friendly order:

Scene	Purpose	Copy Guidance
Hook	Earn attention immediately	A relatable line, question, or emotional trigger. Avoid slow setup.
Scene 1	Introduce context	Make the viewer feel seen. Keep it specific and human.
Scene 2	Build credibility or texture	Explain what changed, what the product feels like, or why the issue matters.
Problem	Name the pain point	Clear and specific. Do not over explain.
Solution	Introduce the product benefit	Say what the product helps with, in approved language.
CTA	Tell the viewer what to do next	A direct simple action. Visit, try, shop, learn more, get started.

The exact scene labels can vary between templates, but the logic is consistent: attention, situation, problem, product, action.

Upload the Filled Brief

Save your filled template. Back on the campaign workspace, drop it into the upload area or use Choose file. The accepted formats are Word, PDF, markdown, and text, with DOCX being the recommended choice.

The platform processes the file in the background. It takes a few minutes. You can leave the page open or come back later. The workspace remembers where you are.

Review the Brand Standards

When processing completes, the platform extracts the brand standards from the brief and shows them in an editable panel. Review every field before you click Confirm. These standards apply to every creative the platform generates for this campaign.

The six sections to review:

Section	What to Check
Visual standards	Confirms the visual direction. Watch for anything that conflicts with talking head UGC.
Copy style	Tone notes: casual, empathetic, premium, direct, humorous, not salesy.
Prohibited content	Anything that must never appear. Tighten if the extract is too vague, add anything that must be excluded.
Brand voice	The persona the brand sounds like. Edit if it does not match.
Audience	The target buyer or viewer profile.
Offer or claims	Read every claim carefully. Only approve claims the brand is comfortable using in creative output.

If something is wrong, edit it in place. The fields are free text. If the extraction missed entire sections, use Run parser again at the top to retry.

When everything reads right, click Confirm and use for generation.

Do not skip this review. Correcting bad brand standards now takes thirty seconds. Correcting them after generation means redoing one or more creatives. The math always favors fixing them here.

More on This Topic

• Writing Effective Product Descriptions and Dialogue goes deeper on the three places brand and product copy live.
• Inside the Campaign Research covers what happens with your inputs after this step.

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