Documentary conveys sharp insights on how the brief process can be improved

Why do some creative projects create amazing results while others produce mediocre work? One key reason that is often cited is a weak creative brief. This is perhaps why Bassett&Partners; produced a short, nearly half-hour documentary titled Briefly capturing the informed thinking of various top creative experts including architects Frank Gehry, David Rockwell, Maira Kalman (renowned illustrator), Yves Béhar (product designer and founder of FuseProject), John Boiler (CEO of 72&Sunny;) and John C. Kay (GX at Wieden and Kennedy). Throughout the documentary, these experts weigh in on the definition, purpose of the brief, and how it applies to their line of work.

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