Brief the Problem, Not the Solution.

Why most creative briefs fail to spark creativity and what to do about it.

One of the most exciting briefs I ever received, years ago, was from Levi’s Japan.

We want to raise awareness of the unmatched quality of Japanese denim, paired with the timeless heritage of Levi’s as an American icon.

A brief recently landed in my inbox that was quite different.

“We need a TikTok campaign that makes Gen Z fall in love with our products.”

T…