How to Make Every Brief Count

When you're just starting out, it's easy to feel like the smaller briefs don't really matter. The quick Instagram post, the standard banner ad or the simple copy job might feel like tasks you just need to tick off. But what I've learned is that these briefs are where you can really prove yourself. They're your chance to show that you're not just doing what was asked but rather you're bringing something extra to the table. There are no small briefs, only small ideas.

Some of the best work comes from what seems like the driest or most ‘boring’ brief. It's not about what you're given, it's about what you do with it.

One project that changed how I see briefs was for Alicafe during UAE National Day. The brief was simple: create a social media post to celebrate the occasion. It would have been easy to whip up a festive visual and call it a day. But something about the brief made me want to dig deeper.

While researching UAE's cultural symbols, I came across the history of stamps in the region. That's when the idea clicked! What if each of the seven emirates had its own custom stamp, turning a single post into a visual journey across the country? Each stamp featured a cultural icon, designed with a colour palette inspired by the UAE flag. What started as one Instagram post became a grid takeover and an interactive competition where people could comment their emirate, tag a friend and enter to win a year's supply of Alicafe French Roast sachets.

A small brief became a small campaign. And a small campaign became something people engaged with, shared and talked about.

Not every brief will set your heart racing. But every brief is a chance to build trust, sharpen your craft and show you're capable of more than what's on paper. The best creatives I've learned from aren't waiting around for their dream brief but are instead finding ways to turn even the smallest briefs into something special.

If you're feeling uninspired by the brief on your desk, remember the biggest opportunity is always the one right in front of you.

Link to the social media campaign here.