A Single Brief: Who / What / Where
Production effort determines how many briefs are needed to execute your concept. We take into consideration your need for talent (who), activity (what), location (where). A singular preference for each 'w' should be decided for a single brief. Below shows an example to explain what we'd consider '1 brief' and where we'd suggest using another, separate brief.
One of the elements can be broad as “no preference”, but don't do this for all of them. Briefs that are too broad will lose focus.
Top tip: Custom Content is a tool that benefits from iteration. We see great success when brands choose to work this way; receiving content and filling in the gaps where needed in the next brief. For example, you may choose to submit a broad concept for your first brief e.g 'Family Lifestyle' and then iterate from the results you get back to focus on a specific requirement (e.g a particular model ethnicity), in the next brief.