A brief builder for every market
A global brand's collective for street-born talent in fashion, art, music, dance, food and tech, run market by market.
/work/creative-briefsCame in new build
- System
- Talent platform: briefs, profiles, events, market and global admin
- Ask
- A campaign site with a proposal form
- Region
- Global
The piece Three drums for a brief's three stages, with nineteen pins spiralling round them for the triggered messages: seventeen email, one SMS, one both.
- 19triggers17 email, 1 SMS, 1 both
- 11fieldsin every market's brief
- 3stagesset by the dates
- 9monthsbrief to user testing
The ask
A campaign site, with each project posted as a page by the brand's teams and proposals sent through a form.
The real problem
Four briefs a year in each active market, built as campaign pages, would all have landed on the global team.
A brand that serves only adults also had to know every talent was over 18, in markets nobody could watch one by one.
Who runs a brief
- Idle
- Live
- Strain
- Fail
The brief as askedMarkets ask, the global team builds a page for each project and proposals arrive as files in an inbox.
What we builtMarkets build their own briefs and events under global sign-off and every entry lands on a checked account.
What we built
Two sides on one platform, coded against the functional specification m-anant wrote. The talent's side has an age gate, briefs and events with RSVP, a profile, portfolio and submissions.
Each market's admin panel has a brief builder and an event builder: write to the eleven-field template, preview and send to the global team.
How we made it hold
The global admin panel approves every brief before it goes live and every finalist and winner before anyone is told.
Registration turns away anyone under 18 and every comment, profile and entry is checked for inappropriate text.
Backstage The decisions behind the build, and the hardest problem
Decisions
A brief builder and an event builder in every market.
Four briefs a year in each active market would otherwise have queued up as pages for one global team.
Brief stages set by the dates.
Live, Shortlisting and Winner selected change on their own and the messages tied to each stage go out with them.
Global sign-off at three points.
Every brief, finalist and winner passes the global team, so markets run their own briefs inside one set of rules.
Ruled out
A proposal form feeding an inbox.
It keeps the files and nothing about who sent them, so the talent directory the brand planned could never grow.
The hardest problem
Brand safety, market by market. It is built into the platform, from the regional age gate and one-time codes to text checks on every comment, profile and entry.
The difference
- Registration and profiles, which the brief left for a second version, were in the first release.
- Nine months from the brand's brief in December 2018 to user testing in September 2019.
- In January 2020 the brand came back with a brief for a shop in the platform.
