Questions about the brand
Explain what the company sells, why customers choose it, which competitors frame the category and how the brand should sound and look. Share the brand book, previous campaigns and any legal requirements.
Questions about the audience
Define the specific people the ad should move. What problem are they experiencing, what do they already know and what may stop them from believing the message?
Questions about the film
State the single most important message, desired action, publishing channels, required lengths, aspect ratios, languages, deadline and media plan. Include references, but explain what you like about them.
Budget and production reality
A budget range helps the producer design an achievable idea instead of developing concepts that later need to be rebuilt. Mention locations, talent, product availability, internal experts and approval owners.
A strong brief leaves room for expertise
The brief should define the problem and boundaries. The production partner can then recommend the narrative, style and process most likely to achieve the goal.