What would happen if strategy led with empathy instead of objectives? This post explores how rethinking creative briefs through a human lens can unlock better work—and better outcomes.
Most creative briefs start with deliverables, deadlines, and target audiences. But what if they didn’t? What if they started with how we want people to feel—not just what we want them to do? That simple reframe could change how we approach creative problem-solving altogether.
Traditional briefs often jump straight into what’s needed: a campaign, a landing page, an ad. But when we lead with execution, we risk missing the emotional undercurrent that actually moves people. Great creative doesn’t just check boxes—it connects.
Traditional briefs often jump straight into what’s needed: a campaign, a landing page, an ad. But when we lead with execution, we risk missing the emotional undercurrent that actually moves people. Great creative doesn’t just check boxes—it connects.
Here are a few “emotion-first” prompts to try in your next brief:
So, what if we rewrote the rules? What if we treated emotions not as afterthoughts, but as the starting line? Creative briefs might just become creative invitations—and the work that follows could be more human, more honest, and more effective.
What are your thoughts?
Join my newsletter for new posts, resources, and reflections—straight to your inbox.
No spam. Just thoughtful strategy, once or twice a month.
.svg)
