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We can all learn so much from this short film, especially if you’re in the business of writing or responding to creative briefs. Frank Gehry and other luminaries give their take on ‘what is a brief’?

“Every project starts with a brief.
But very few projects end up with exceptional results. Why?
As a disruptive brand and design strategy firm that creates briefs across multiple creative disciplines including Advertising, Design, and Innovation, Tom Bassett, CEO of Bassett & Partners (and founder of MindSwarms), was curious to understand how some of the world’s most consistently exceptional creative talents thought about – and used – the brief.”

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