BRIEFLY - Every projects starts with a brief

Creative Pills

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1 Videos (27m)
    • Briefly

      26:40
16 students are watching this class

About This Class

Every project starts with a brief.

But very few projects end up with exceptional results. Why?

As a disruptive brand and design strategy firm that creates briefs across multiple creative disciplines including Advertising, Design, and Innovation, Tom Bassett, CEO of Bassett & Partners (and founder of MindSwarms), was curious to understand how some of the world’s most consistently exceptional creative talents thought about – and used – the brief.

Through a series of one-on-one interviews with Frank Gehry (Founder Gehry Partner), Yves Béhar (CEO fuseproject), Maira Kalman (Illustrator), John C Jay (President @ GX, Partner @ Wieden + Kennedy), David Rockwell (CEO Rockwell Group), and John Boiler (CEO 72andSunny), we asked them to elaborate on how they define – and use – the brief to deliver exceptional creative results.

The end goal of Briefly is to help inform and inspire future generations of collaborators to write better briefs and manage the briefing process differently in order to help lead to exceptional creative results.

So while every project will still start with a brief, the dream is that more projects end up exceptional because of how these creative titans inspire (or re-inspire) the way we all think about briefs.

Enjoy!

200 of 202 students recommendSee All

As John C. Jay mentioned, inspiration truly does come in many forms. All the featured industry experts contributed their "brief" interpretation and reasoning of any love/hate feelings towards the term. The BRIEFLY class kept me fully engaged from beginning to end. It's encouraging to hear that truth remains the most powerful tool in the creative process regardless of size or market.
Instead of a step 1, 2 and 3, or fill-out a bunch of forms, participants shared from their experiences. Providing visuals of their projects. I like that they begin with the big picture using the small format of a brief. This allows ideas to grow organically - with feeling and inspiration. After which you can break your project down into necessary segments. Ultimately, Viewers will intuitively sense the passion you brought to the project!