How do I write a campaign brief for an immersive activation?

A strong immersive brief answers four things: who you are trying to reach and where they are, what they currently think or feel about your brand, what you want them to think or feel after the experience, and what the one thing is that creates that shift. Avoid writing a format into the brief. Saying 'we want an AR filter' is not a brief. 'We want first-time festivalgoers to feel like this moment was made for them' is a brief. The format comes after.

What is the Get Who To By framework?

The Get/Who/To/By framework is a single-sentence brief structure: Get [target audience] who [current tension or perception] to [desired response] by [the one thing that creates that shift]. It forces clarity by keeping the brief to one sentence and preventing format-first thinking. The brief generator on this page walks you through each part.

Why should a campaign brief not mention the format?

When a brief specifies a format (AR filter, projection mapping, immersive installation) before the strategy is clear, it constrains the studio before they have understood the problem. The format is the answer to the brief, not part of it. A brief that says 'we want a Snap lens' has already decided the answer. A brief that says 'we want festivalgoers to feel uniquely seen' leaves room for the best possible format to emerge from the brief.

Free tool

Campaign brief generator: Write a brief that actually works

Four questions. One sentence. The clearest brief you've ever handed to a studio.

Get 18–25 year olds at summer music festivals

Who see every brand at the event as just another sponsor

To feel like this moment was made specifically for them

By creating something that only exists because they were there

Step 1 of 4 Your audience

Step 1 of 4

Who are you trying to reach, and where are they?

Name a specific group in a specific moment, not a broad demographic.

Example 18–25 year olds at their first major music festival

0 / 25 min

'Women 25–40' is a target. 'First-time homeowners in the week they move in' is an audience. The more specific the moment, the more useful the brief.

Step 2 of 4

What do they actually think or feel about your brand or category right now?

This is the tension the experience resolves: not their problem with the world, but their relationship with what you make.

Example see every brand at the festival as just another sponsor they'll scroll past by Sunday

0 / 25 min

If you're not sure, ask: why would someone in this group ignore or dismiss you today? That's your starting tension.

Step 3 of 4

After the experience, what do you want them to think, feel, or do?

One thing only. If you have two answers, the brief isn't ready yet.

Example feel like that moment was made specifically for them, and only possible because they were there

0 / 25 min

The best answer is specific enough that you'd know if it happened. 'Feel good about the brand' is not testable. 'Tell someone about it that night' is.

Step 4 of 4

What is the one thing (the moment, the mechanic) that creates that shift?

Describe what the person does or what changes in them. The format (AR, projection, installation) comes after the brief, not in it.

Example letting them create something that only exists because they were in that place at that exact time

0 / 25 min

This sounds like a format. What does the person actually do or feel in this moment?

Imagine describing this moment to someone who wasn't there. What happened to the person? What did they make, discover, or feel that they couldn't have anywhere else?

Your brief: does this look right?

Edit any part before we assemble the sentence.

Get Edit

Who Edit

To Edit

By Edit

Your brief

Campaign Brief

The brief

Get

Who

Not sure which format brings this to life? Try the format finder Ready to brief a studio? Start a project