I take portfolio courses at the School of Visual Arts. I've received briefs, but the best thing anyone ever gave to me came from an AD at FCB.

He wrote down the following questions: 1) Who am I talking to? 2) Why do they need this? 3) How can I make it more important than it is? 4) Is it insightful? 5) Is it simple and clear? 6) Is it ownable to the product? 7) Can I replace any product in it? 8) Am I art directing myself into a corner?

So for example, let's look at Red Bull

1) Who am I talking to? Let's say Millennials. 2) Why do they need this? They're out partying, or up late studying and need something to keep them going. 3) How can I make it more important than it is? The CD said I should keep this to one sentence. This may not be the best, but it's what I could come up with in one minute. The best things happen late at night and Red Bull keeps you awake. 4) Is it insightful? Kind of. Think about it - the intrigue of finding out what goes on at 2am rather than going home. Maybe you meet a girl late at night, or a DJ makes a surprise appearance. I'd say it's insightful. 5) Is it simple and clear? Yeah. Go to sleep, miss out on cool experiences. Stay awake, experience new things. 6) Is it ownable to the product? Definitely. I had another instructor say that it doesn't have to be OWNABLE to the product - just be the first to say it. I think keeping you awake is ownable to the product though. 7) Can I replace any product in it? You can probably replace most energy drinks (this is where you start to recognize a good idea from a bad idea.) 8) Am I art directing myself into a corner? As a copywriter, you don't want to "art direct yourself into a corner." In other words, Keep it simple - don't dream up this crazy design if you can't execute it.