Brief
Also known as: creative brief, generation brief, prompt brief
A brief is the natural-language prompt plus structured parameters passed into a creative app. Briefs describe what to make ("linen tee on weathered teak, north light, 35mm") and how to constrain it (variants, ratios, models). Combined with a brand kit and a seed, the same brief produces a deterministic run.
Example
Brief: "sage linen tee, weathered teak surface, soft north light, 35mm". Variants: 6. Ratios: ["1:1", "4:5", "16:9"]. Brand: homestead. Same brief, three channels, one call.
Why briefs sit above prompts
A prompt is a string sent to one model. A brief is a typed input to a creative app — natural-language intent plus structured constraints (variants, ratios, brand id, target channel). The app turns the brief into one or many model-specific prompts. That separation is what lets the same brief produce a square Instagram still, a 9:16 TikTok reel, and a 16:9 banner without you rewriting anything.
Related terms
Creative App
A creative app is a reusable, named generative-media workflow — productShoot, virtualTryOn, brandFilm — that bundles model routing, prompt scaffolding, brand context, and output formatting into a single callable unit. You call apps, not models, so the same call survives a model upgrade and produces consistent on-brand outputs.
Run
A run is one execution of a creative app — a single call with a brief, a brand kit, and parameters that produces one or more media assets. Every run has an id, a phase stream (queued → composing → rendering → done), and an evaluation score against the attached brand rubric.
Brand Kit
A brand kit is the structured representation of a brand — palette, typography, voice, do/don't rules, reference shots, and product fidelity constraints — that an agent attaches to every run. It anchors generative outputs in a known visual identity so the same brief produces brand-consistent assets across channels.
Modality
A modality is the type of media a model produces: image, video, audio, 3D, or text. Generative-media platforms route a single brief across multiple modalities — for example, a still hero image and a 9:16 reel from the same brand kit — without rewriting prompts for each one.