---
title: Briefing UGC creators — how much script, what to include, modular deliverables
slug: ugc-creator-briefs
summary: What goes into a UGC creator brief (brand/product onboarding, guardrails, tips for winning, visual examples, hooks, filming and delivery specs), the script-vs-freedom spectrum (Caraway 90% exact scripts, Savannah Sanchez's ad-lib for trusted creators, Dara Denney's "let creators lead"), matching a creator's native style, and commissioning modular parts (hooks, CTAs, stills, raw VO).
domain: marketing
tags: [ad-creative, ugc, creative-briefs, scripts, creators]
related: [ugc-engine-personas-and-creator-deals, ugc-ad-formula-and-formats, founder-ads, ugc-content-formats-and-scripts, ugc-creator-onboarding-course]
sources: [yt:FcI1R-oz-EI, yt:76KH-GZZ5w4, yt:yNTlVKvuX0o, yt:lWpSmxuwSts]
updated: 2026-10-24
---

# Briefing UGC creators

## TL;DR
- A better brief raised Tushy's **creator quality**, not just output — creators want "a cheat sheet of what works" because they want to get paid.[^1][^2]
- Brief contents: brand + product onboarding, values and do/don't guardrails (e.g. "we don't say *cheap*"), tips for how creators win, formats, winning hooks, **visual examples**, filming and delivery specs.[^2][^3][^4]
- Script level depends on the relationship: **new creator → full script**; long-trusted creator → script + "ad lib about X".[^5]
- Request **modular deliverables** — hooks, CTAs, stills and raw voice-over in separate folders — so editors can recombine.[^6]
- Match the brief and the edit to the creator's **native style** (captions, fonts, sound effects of their organic feed).[^7][^6]

## Details
**Onboarding matters for complex products.** Tushy's bidet is taboo (only ~7% of US homes have one) with install nuances (toilet-bowl shape, outlet or sink connection for warm water) — onboarding starts with "toilet-bowl math".[^2]

**Caraway's template** (Janae Lavander) is deliberately detailed — filming guidelines, delivery/upload specs, examples, hooks — to make content **usable**; she gives exact scripts ~**90%** of the time and, when she wants freedom, shows a visual example of what "freedom" looks like (e.g. a girl flipping an egg saying "oh my God").[^4][^8]

**Fit the creator.** Comedy creators get deadpan negative hooks; aesthetic creators get lifestyle/day-in-life; tailor to life stage and identity. For a creator like Bobby Parrish, Caraway reproduced his own captions and sound effects instead of brand fonts so the ad doesn't break the fourth wall.[^7][^6]

**Savannah Sanchez's middle path:** a script for direction + ad inspiration, plus "ad lib" sections in the creator's own words — only works because her ~40 creators have worked with her for up to five years.[^5][^9]

**Founder variant:** for high-production founder ads, replace the script with **10–20 interview questions** to draw out emotional stories (Dara Denney) — see [[founder-ads]].[^10]

**V1 then iterate:** Caraway has creators deliver a V1, then the team "juices it up".[^6]

## Disagreements / caveats
- Dara: forcing creators line by line makes content "s***"; let skilled creators lead format and concept — she pitches her own angle after signing.[^11] Janae: too much leeway → less usable content. Moderator's takeaway: much "off-the-cuff" content is highly scripted.[^8]
- For organic app UGC, Nicole Cheung scripts emotions and shots like a screenplay — see [[ugc-content-formats-and-scripts]].

## See also
- [[ugc-engine-personas-and-creator-deals]] · [[ugc-ad-formula-and-formats]]
- [[ugc-creator-onboarding-course]]

[^1]: yt:FcI1R-oz-EI @ 18:07 — Jarelle (Tushy)
[^2]: yt:FcI1R-oz-EI @ 19:14 — Jarelle (Tushy)
[^3]: yt:FcI1R-oz-EI @ 20:46 — Jarelle (Tushy)
[^4]: yt:FcI1R-oz-EI @ 28:23 — Janae Lavander
[^5]: yt:76KH-GZZ5w4 @ 07:23 — Savannah Sanchez
[^6]: yt:FcI1R-oz-EI @ 33:56 — Janae Lavander
[^7]: yt:FcI1R-oz-EI @ 32:23 — Janae Lavander
[^8]: yt:FcI1R-oz-EI @ 58:25 — Janae Lavander
[^9]: yt:76KH-GZZ5w4 @ 06:34 — Savannah Sanchez
[^10]: yt:lWpSmxuwSts @ 11:25 — Dara Denney
[^11]: yt:yNTlVKvuX0o @ 13:44 — Dara Denney