An ad creative brief should tell the team what to make, what must stay accurate, and which decision each variation is meant to inform. “Make five fresh ads” leaves all three unanswered.
Use this template when your agency is turning a client offer into static ad concepts with AI-generated imagery and editable layouts. It includes a blank brief, a fictional example, and a review process you can adapt to your own campaign.
Download the blank ad creative brief as a text file, or copy the fields below into your working document. Use Quickmake’s image and video generation to explore visuals from your brief and references.
Copy this ad creative brief template
| Field | What to write |
|---|---|
| Client and campaign | Brand, campaign name, version, and date |
| Business objective | The action the campaign should support |
| Audience and situation | Who sees the ad, what they already know, and the moment you want to address |
| Offer and destination | What is available, its conditions, and the page the ad leads to |
| Core message | One point the viewer should remember |
| Reasons to believe | Approved facts, product details, or evidence that supports the message |
| Required assets | Product references, logo, colors, fonts, and source links |
| Creative direction | Subject, setting, light, composition, tone, and examples of what to avoid |
| Deliverables | Placements, dimensions, file types, copy requirements, and due date |
| Variation question | The creative choice you want to compare |
| Review owner | Who checks accuracy, who reviews the design, and who gives final approval |
| Measurement plan | Where results will be measured and who will interpret them |
Keep unanswered questions visible. If the client has not confirmed the offer or supplied evidence for a claim, mark it as pending rather than letting the generator fill in the gap.
A worked example for an agency client
The following brief uses Soleil, a fictional citrus drink brand. It is an illustrative creative exercise, not a report of a real campaign or its performance.
| Field | Example brief |
|---|---|
| Campaign | Soleil afternoon launch, first creative round |
| Objective | Introduce the product and invite people to explore the range |
| Audience and situation | Adults looking for a refreshing drink during an afternoon break |
| Offer and destination | Product discovery; no discount. Destination is the client's approved product page |
| Core message | Bring a bright moment to an ordinary afternoon |
| Reasons to believe | Use only product descriptions the client has approved; make no health or ingredient claims without confirmation |
| Assets | Approved packaging reference, logo, brand colors, and fonts |
| Direction | Warm daylight, a simple setting, the product clearly visible, and space for a short headline |
| Deliverables | Square and vertical image concepts; confirm exact placement dimensions before final export |
| Variation question | Does a product close-up or a lifestyle setting communicate the idea more clearly? |
| Review | Account lead checks the brief; designer checks the layouts; client approves copy and product representation |
| Measurement | Media buyer defines the campaign test and reads results in the advertising platform |
Separate the concept decision from the placement work. First compare two creative directions. Once one is ready, adapt the composition for each required format and inspect its cropping and text size.
Turn the brief into an AI image prompt
An image prompt specifies the visual. The brief also records the audience, offer, constraints, and review process. Keep both available so a compelling image does not pull the campaign away from its purpose.
For the product-led direction, try a prompt like this with an approved product reference and a model that supports reference images:
Create a product photography concept using the supplied Soleil packaging reference. Show the product on a cream surface in warm afternoon window light, with a simple citrus-colored background. Keep the product prominent and leave uncluttered space above it for a short headline. Preserve the product shape and visible packaging details as closely as possible. Do not add new text, badges, discounts, or claims. This image will be reviewed against the original product before use.
For the lifestyle direction, change the setting while preserving the same product, palette, and message:
Place the referenced product on a small outdoor table during a quiet afternoon break. Use warm natural light and a simple background. Keep the product recognizable and leave clear space for the same headline. Do not invent packaging text or promotional claims.
Treat preservation instructions as something to verify, not a guarantee. Compare labels, proportions, colors, and shadows against the supplied product photo. If the generated product is inaccurate, use the original cutout in your composition or revise the concept.
Build a small set of named variations
Choose variations that answer a question. Changing the image, headline, offer, and layout at once makes it harder to explain which choice influenced a result.
| Concept | Keep consistent | Change | Question |
|---|---|---|---|
| A — product close-up | Offer, headline, CTA, and brand assets | Product-led composition | Is the product easy to recognize? |
| B — afternoon setting | Offer, headline, CTA, and brand assets | Lifestyle composition | Does the setting make the use case clearer? |
| C — alternate headline | Image, offer, CTA, and layout from A | Headline wording | Does a different message make the benefit clearer? |
This is a production plan. It does not establish a statistically valid advertising test on its own. Your media buyer still needs to decide how to control delivery, audiences, spend, and the evaluation period in the advertising platform.
Keep copy editable in the layout so reviewers can change it without regenerating the whole image. Use the client's brand assets and check contrast, spacing, and hierarchy in the design editor.
Explore a prepared ad canvas
The example below contains prepared sample creative. You can inspect and edit the local demonstration; its changes do not carry into a saved project. Open the app to start your own canvas with your client's brief and assets.
For wider visual exploration before production, use the campaign moodboard walkthrough. Bring the selected direction back into this brief so the team knows which references are approved.
Review the creative before handoff
- Accuracy: Compare the product, offer, and copy against the client's approved source material.
- Message: Check that one idea is clear at the size the viewer will see.
- Placement: Inspect each export for cropping, readable text, and the destination's current requirements.
- Consistency: Verify the logo, colors, fonts, and tone across the selected concepts.
- Ownership: Record the chosen files, unresolved changes, final approver, and handoff date.
Use specific feedback: “The packaging label differs from the reference” is actionable; “make it more premium” needs clarification. Keep comments beside the version they refer to, and name final files so the media buyer can match them to the campaign setup.
Quickmake supports the creative work. Publish the campaign and evaluate results in your advertising and analytics tools. Add useful findings back to the next brief, distinguishing measured results from the team's preferences.
Start with one client campaign
Download the template, fill in the approved facts, and choose one variation question. Then open Quickmake, add the brief and references to a canvas, and use the Ad Creative workflow to begin. Account-based AI generation requires sign-in and available credits; see current plans.
For the generation workflow, explore AI image and video generation and Quickmake for marketers.