Facebook Ad Creative Brief Templates (For Designers, Writers, UGC)

Quick Answer

A bad creative brief = bad creative = wasted spend. Use the templates below for designers, copywriters, and UGC creators. Each is structured so the creator has zero ambiguity.

Template 1: Designer Brief (Static + Carousel)

PROJECT NAME: [Brand]_[Concept]_[Date]

CONTEXT
Brand: [Name]
Product: [What it is in one sentence]
Audience: [Who buys it]
Offer: [What we're promoting]

DELIVERABLES
- [ ] 1 hero static (4:5 + 1:1)
- [ ] 1 carousel (5 slides, 1:1)
- [ ] 1 story format (9:16)
- [ ] PSD/Figma source files

CREATIVE DIRECTION
Vibe: [e.g., bold, premium, playful, minimal]
Reference brands: [3 brands whose creative we love]
Avoid: [3 things to never do]

REQUIRED ELEMENTS
- Logo placement: Top left
- CTA: "Shop Now"
- Headline: [Provided copy]
- Image: [Product shot URL]
- Brand colors: #HEX1, #HEX2

COPY OPTIONS (designer picks best fit)
1. [Headline option 1]
2. [Headline option 2]
3. [Headline option 3]

DEADLINE: [Date]
ROUNDS OF REVISION: 2
DELIVERY FORMAT: PNG + JPG, 72dpi RGB

Template 2: Copywriter Brief (Ad Copy)

PROJECT NAME: [Brand]_[Campaign]_[Date]

PRODUCT BRIEF
Product: [What it is]
Price: [USD]
Audience: [Who]
Pain points: [Top 3]
Benefits: [Top 3]
Proof: [Reviews, stats, social proof]
Differentiator: [Why us not them]

DELIVERABLE
- [ ] 5 primary text variations (90-125 chars)
- [ ] 5 headlines (under 40 chars)
- [ ] 5 description lines (under 30 chars)
- [ ] 1 long-form variation (200+ words for engagement ads)

ANGLES TO COVER (1 each)
1. Pain-point first
2. Benefit-first
3. Social proof
4. Curiosity/intrigue
5. Direct offer

TONE
- Voice: [Formal, casual, expert, friendly, etc.]
- Reading level: [Grade 5 = best for ads]
- Use emoji: [Yes/No]
- Use questions: [Yes sparingly]

CTAs to use
- Shop Now / Learn More / Sign Up / Get Started

DEADLINE: [Date]
DELIVER VIA: Google Doc, copy-paste ready

Template 3: UGC Creator Brief

CAMPAIGN: [Brand]_[Concept]_[Date]
CREATOR: [Name]

PRODUCT BEING REVIEWED
[Product name + 1-line description]
[Link to product]

VIDEO REQUIREMENTS
- Length: 30-45 seconds
- Format: 9:16 vertical
- Filmed on: Phone (front camera OK)
- Lighting: Natural daylight preferred
- Background: Bedroom/living room/kitchen — real, not staged

SCRIPT STRUCTURE
HOOK (0-3 sec): [Pattern from below]
PROBLEM (3-10 sec): Show or describe the problem
SOLUTION (10-25 sec): Introduce product, show it working
PROOF (25-35 sec): Show result + reaction
CTA (35-45 sec): "Tap to shop, link in bio"

HOOK OPTIONS (pick 1)
1. "OK so I just have to talk about this..."
2. "I never thought I'd find something that actually works for [problem]"
3. "POV: You finally figured out [outcome]"
4. "Stop scrolling if you have [problem]"
5. "I'm 3 months in and I have to share this"

WHAT TO SAY ABOUT THE PRODUCT
- Mention: [3 must-mention features]
- Don't mention: [Anything you're not allowed to claim]

SHOTS WE NEED
- [ ] Talking head in front of camera (start)
- [ ] Hands-on product shots (10+ seconds)
- [ ] Before/after if applicable
- [ ] Reaction shot

EDIT INSTRUCTIONS
- No music (we'll add)
- Captions: Yes, native (you do them)
- Filter: Natural, no beauty mode
- Cuts: Quick, every 2-3 seconds

DELIVERABLE
- [ ] 1 main video (45 sec)
- [ ] 3 alternate hooks (3 sec each)
- [ ] Raw footage in Google Drive

DEADLINE: [Date]
PAYMENT: $XXX on delivery, $XXX bonus if we use it for ads

Universal Brief Rules

One brief = one concept. Don't pile 5 concepts into one brief.
Show, don't tell. Always include reference creatives.
Define done. "Final" should be unambiguous.
Set rounds upfront. Two revision rounds, not infinite.
Pay for raw files. Always.

Skip the Brief Process Entirely

Pix-Vu generates the ad copy AND the visual concepts (with example reference images), then connects you to vetted UGC creators with the brief pre-filled. From idea to ready-to-shoot brief in 5 minutes.

Generate creative briefs in Pix-Vu →