The Creator-to-Creator Brief. Built Live On Stage.

The creative brief hasn't failed, but the gap between those who write it and those who bring it to life has grown too vast. Briefs reaching creators are over-engineered and stacked with mandatories—the opposite of what unlocks culturally resonant work.

This introduces a new approach: the Creator-to-Creator Brief, written live on stage.

In the session, Janni Widerholm, Head of Social at TBWA\Chiat\Day Los Angeles joins in-house creator Irina Kirvesmaki and guest creator Lauren W. to build a brief from the creator perspective. Starting from a simple prompt, they'll shape it, bridging brand intention with creator instincts without over-controlling the outcome.

The audience will see how ideas evolve when creators are involved earlier, and how this partner methodology sparks disruptive creativity.