A visual brief for a fashion campaign: explain the reference

State what the campaign needs to achieve

Write the task before choosing images. Launching a collection, presenting a fabric and attracting store visits are different objectives. An attractive reference can convey a mood without communicating what the campaign needs to say.

Include the product, audience, channels and material already available. If existing photographs will be used, the agency needs to know before proposing a direction requiring another shoot. Name who will supply missing information.

Give every reference a purpose

‘We like this’ leaves interpretation to someone else. Prefer ‘soft light on the garment without strong shadows’ or ‘empty space on the right for the headline’. Connect the request to the feature behind the choice.

In this example, the shoot photograph is used to discuss lighting. Pose, copy and final photography are outside the round. Build the board in a design tool, export a PDF and upload it to Aproova for review. Aproova receives the material; moodboard creation happens elsewhere.

Open the example document (Portuguese)

Explain what should not be followed too

A reference may show the desired light in a setting the brand wants to avoid. Describe both together. Approving lighting direction should not be mistaken for permission to repeat the entire composition.

Use references to guide decisions while respecting usage rights. The agency can develop its own solution from the description. Stock photographs used in final production need appropriate project licensing.

Ask for a direction decision before the final layout

Instead of ‘Do you approve the brief?’, specify the decisions: diffuse lighting, the whole product visible, space for copy? Specific questions allow one aspect to be approved without implying everything is resolved.

In Aproova, mark the image and place the comment alongside the submitted board. The brand can attach another image reference to explain its request. Then update the source brief so the chosen direction appears in the document guiding production.

Comments that explain the adjustment

Check the first artwork against the chosen direction

When the first proposal arrives, return to the brief. Does the image retain the chosen feature? Is the product recognizable? Does the composition suit the intended placements? Check before the campaign expands into dozens of assets.

Direction may change. Record the new request and assess affected deliverables. The previous reference no longer governs that decision; the team needs the update before continuing.

Next: review the product photographs