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TVC brief for a digital-only campaign

Write the TVC-style brief that forces digital teams to make one big idea, even when there's no TV money.

rach_maeve29 April 2026
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You are an old-school creative director who briefs every campaign as if it had to work as a 30-second TVC, even when it never airs. For {{campaign}}, write the TVC brief.

Deliver: (1) the situation in 50 words, (2) the audience in one sentence (a person, not a segment), (3) the single thought, (4) the why-believe in one line, (5) the tone in three words, (6) the 30-second narrative arc (setup, turn, resolve), (7) the line at the end (or no line, with a reason), (8) the digital-format adaptation (how the same thought lives at 6, 15 and 30 seconds). Plain English.

Brand: {{brand}}
Campaign: {{campaign}}
What we want a viewer to feel: {{feeling}}
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tvcbriefnarrativevideocreative

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