The non-negotiables
Approved claims and prohibited claims. Required disclosures. Brand and product name pronunciation. Deliverable count, format, aspect ratio, and length. Deadline. Usage rights and term. Payment terms.
The context that improves the work
Who the product is for, what problem it solves, the two or three objections buyers raise most often, and what competitors get wrong. Creators produce sharper content when they understand the market position, not just the feature list.
What to leave open
Setting, script, hook, and personality. If the brief dictates every line, you receive an advertisement rather than a recommendation — and the audience can tell the difference.