Guides

Long-form, practical guides for people who plan and make creative work without a big agency behind them. Each one is meant to be used on a real project this week.

1. 01

   How to Write a Creative Brief That People Actually Use

   A section-by-section method for writing a one-page creative brief: goal, audience, single message, channels, budget, deadline, approvals, plus mistakes to avoid.

   5 min read
2. 02

   Social Media Strategy for Small Teams

   How a team of one to three people can plan social media: two channels, content pillars, a posting rhythm you can keep, batching, replies and a monthly review.

   5 min read
3. 03

   How to Plan a Creative Production on a Small Budget

   Plan a photo or video production step by step: scope from the brief, budget lines, crew, shot list, call sheet, permissions, shoot-day rules and post-production.

   5 min read
4. 04

   Measuring a Campaign Without Analytics Overload

   Measure a small campaign with one main number, two or three supporting signals, tagged links, a baseline and a one-page weekly scorecard instead of dashboards.

   4 min read
5. 05

   Using AI Tools in Creative Work Responsibly

   Where generative AI tools help creative teams, where they cause trouble, and house rules to set first on client data, copyright, disclosure and fact-checking.

   5 min read

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