Creating your first creative brief in ATIYO

A creative brief turns strategy into a clear request your editors can act on. In ATIYO, a good brief pulls directly from your Brand Bible, so you're building on decisions your team already made instead of starting from a blank page. This guide walks through creating your first brief field by field.

Before you start, make sure your Brand Bible has at least one avatar, core desire, and marketing angle. If it doesn't, seed a few first; the brief will pull from them.

Start a new brief

Open New brief to begin. You'll see the brief fields ready to fill in. Work top to bottom; each choice sharpens the next.

Fill in the core fields

These fields define who the ad is for and what it needs to do. Most pull directly from your Brand Bible.

1. Choose the avatar (and sub-avatar, if relevant) you're targeting.
2. Select their core desire so the concept stays anchored to a real motivation.
3. Write the hook: the opening line or idea that stops the scroll.
4. Pick a marketing angle that frames the product's value.
5. Add a breakthrough memo if you have a specific insight or reason-to-believe to convey.
6. Set the awareness level to match where this audience is (from unaware to most aware).
7. Choose the ad type (for example, UGC testimonial, static, or founder story).
8. Set the funnel stage and add any promo the ad should feature.

Understanding awareness levels

Because awareness level shapes so much of the creative, it's worth a moment to align on what each stage means. The idea comes from classic direct-response marketing: the less aware your audience is, the more the ad has to teach before it sells.

• Unaware: they don't yet know they have the problem; lead with a relatable moment or story.
• Problem-aware: they feel the pain but don't know solutions exist; agitate the problem, then introduce the category.
• Solution-aware: they know solutions exist but not yours; differentiate with your angle and proof.
• Product-aware: they know your product; push benefits, social proof, and reasons to choose you now.
• Most aware: they're ready; lead with the offer and a clear call to action.

Matching the hook and ad type to the right stage is often the difference between a scroll and a click. A most-aware audience doesn't need a two-minute origin story, and an unaware audience won't respond to a hard offer.

Add inspiration and notes

Give your editor something concrete to react to. A reference removes guesswork and speeds up the first cut.

• Paste an inspiration link to a reference ad or video.
• Or upload a reference file directly to the brief.
• Use the notes field for must-haves, mandatories, or things to avoid.

Save and hand it off

Once saved, your brief becomes the reference point for the creative as it moves through production. Track it on the Creative Roadmap, assign an owner, and set a due date so it doesn't stall.

Customize how briefs look

ATIYO gives you control over the brief itself, not just its contents.

• Hide or show brief sections to keep each brief focused on what matters.
• On Growth and Team plans, use the custom brief builder to add, remove, and reorder fields so briefs match how your team thinks.

Already have a brief written?

If your concept lives in an existing document, you don't have to retype it. ATIYO lets you upload a PDF or DOCX brief and keep it alongside the rest of your creative workflow, so even legacy briefs live in one place.

Tips for a brief editors love

1. Anchor every brief to one avatar and one core desire; don't try to speak to everyone.
2. Make the hook specific enough to picture the first three seconds.
3. Always include at least one inspiration reference.
4. Match the ad type to the awareness level and funnel stage.
5. Keep notes to true mandatories so editors have room to create.

Next steps

With your first brief written, learn how it flows through production in Understanding the Creative Roadmap, and deepen the strategy behind your briefs in building your first Brand Bible.