Ad creative brief template (one page)

# Creator brief — shapewear / functional intimates

> One page. If it takes two, the creator will read one.
> Fill every square bracket before you send. Delete this line.

## 1. The product

| Field | Fill in |
|---|---|
| Product | [name, size range, colour you are sending] |
| Price / offer on screen | [e.g. $19.99, no coupon shown] |
| What it is for | [one sentence, no efficacy language] |
| What makes it different | [construction, knit weight, edge finish — something filmable] |
| Where it will run | [TikTok Shop / Meta / Amazon / your own store] |
| Deadline | [date] · Raw files too? [yes / no] |

## 2. The one thing this video has to land

[One sentence. Not three. Example: "It does not roll after a full day of sitting."]

Everything below serves that sentence.

## 3. Angle and hook

- **Angle**: [pain / solution · myth-bust · social proof · unboxing · day-in-the-life · price anchor]
- **Hook — say one of these in the first 3 seconds, word for word:**
  1. [hook A]
  2. [hook B]
  3. [hook C]
- Pick one per video. If you are making three videos, use a different hook in each — we are testing them against each other.

## 4. Beats (target length: [28] seconds)

| Time | Beat | What happens | What you say |
|---|---|---|---|
| 0–3s | Hook | [visual] | [the hook, verbatim] |
| 3–9s | Problem | [visual] | [line] |
| 9–18s | Demo | [the proof shot — see section 5] | [line] |
| 18–24s | Proof | [visual] | [line] |
| 24–28s | CTA | [visual] | [line] |

## 5. The shot we actually need

[Describe the single shot the whole video exists for. Example: "Sit down at a desk, stand up 8 hours later, same outfit, same camera position, unedited pan to the waistband."]

- One take, no cuts, in this shot.
- Same lighting and same camera position before and after. If either changes, the shot is unusable.

## 6. Look and setting

| Field | Fill in |
|---|---|
| Who is on camera | [real body, not a fit model; age range] |
| Styling | [one fitted outer garment that never changes across the video] |
| Setting | [natural light, real room, some lived-in mess is good] |
| Tone | [honest, experience-sharing; not a "perfect body" narrative] |

## 7. Props checklist

- [ ] [outer garment used for the before/after — do not change it]
- [ ] [the product, in the size that actually fits]
- [ ] [size label close-up]
- [ ] [comparison item: an older piece you own]
- [ ] [mirror]

## 8. Do not say — and do not show

**Do not say these, in speech or in captions.** They are flagged as items to check for this category, and a video that carries them may be rejected or taken down. This is not a legal ruling — the platform's review and the seller's own legal judgment decide.

These 20 phrasings are flagged high risk for shapewear and functional intimates
(risk-term list version 2026-08-15c). Do not say them and do not caption them.

- **weight loss** — say instead: a smoother line under clothes
- **slimming** — say instead: smoothing
- **lose inches** — say instead: looks smoother under a fitted dress
- **diet or exercise** — delete the sentence; there is no safe rewrite
- **burn fat** — delete the sentence; there is no safe rewrite
- **fat burning** — delete the sentence; there is no safe rewrite
- **melts fat** — delete the sentence; there is no safe rewrite
- **thermogenic** — delete the sentence; there is no safe rewrite
- **sauna effect** — delete the sentence; there is no safe rewrite
- **detox** — delete the sentence; there is no safe rewrite
- **lymphatic drainage** — delete the sentence; there is no safe rewrite
- **medical grade** — say instead: high-compression knit
- **FDA approved** — delete the sentence; there is no safe rewrite
- **corrects posture** — say instead: gives your back something to lean into
- **relieves back pain** — delete the sentence; there is no safe rewrite
- **postpartum recovery** — say instead: can be worn postpartum (says only that it can be worn, not what it does)
- **cellulite** — delete the sentence; there is no safe rewrite
- **doctor recommended** — delete the sentence; there is no safe rewrite
- **clinically proven** — delete the sentence; there is no safe rewrite
- **guaranteed results** — delete the sentence; there is no safe rewrite

Read the context on these 2 — they are only a problem when they describe an outcome:

- **instantly** — say instead: once it is on
- **size smaller** — say instead: (if it is an outcome claim) a smoother waistline under fitted clothes

- [add anything your own listing scan turned up]

**Do not show:**
- Scales, tape measures, body measurements, or pinching fat.
- Before/after with anything else changed (different light, different pose, different outer garment).
- Anyone under 18, and do not target this content at under-18 audiences.

**If it is AI-generated or heavily AI-edited, disclose it** — on TikTok, tick the AI-generated content disclosure or add a clear on-screen note. Undisclosed AI content that gets detected is rejected or restricted.

## 9. Delivery

| Item | Spec |
|---|---|
| Aspect | 9:16, key elements inside the middle 50% of the height |
| Also export | 1:1 version if you can |
| Length | [28]s, hard cap 60s |
| Captions | Burned-in captions optional but recommended; keep them out of the bottom 35% |
| Files | [raw + graded, or graded only] |
| Send to | [where] |

## 10. What "done" looks like

We will run the video through this checklist before we pay/repost:

- [ ] The first 3 seconds contain the hook, verbatim.
- [ ] The proof shot is one take with nothing else changed.
- [ ] Nothing from the "do not say" list appears in speech or captions.
- [ ] Nothing from the "do not show" list appears.
- [ ] The 1:1 export exists (or you told us why not).

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These risk flags are an assisted check. They are not a compliance ruling and not legal advice — the platform’s review and your own legal judgment decide.

Risk-term list version 2026-08-15c. Template published by Preshoot — free to copy, edit and use commercially.