An online documentary called Briefly produced by US brand and design strategy firm Bassett & Partners shines a light on that essential little document known as a brief.

Tom Bassett, CEO of Bassett & Partners, was curious to understand how some of the world’s most consistently exceptional creative talents thought about and used the brief and so he interviewed them for the 26 minute film.

John C Jay, president @ GX, partner @ Wieden + Kennedy, Frank Gehry, founder or Gehry Partners, Yves Béhar, CEO, fuseproject, Maira Kalman, illustrator, David Rockwell, CEO, Rockwell Group, and John Boiler CEO 72andSunny elaborate on how they define and use the brief to deliver exceptional creative results.

With gems such as “I don’t believe in briefs”, “The fact it’s called a brief is interesting because briefs can often be really long”, and “You have to be given a lot of runway so you can take off”, it’s a must watch for marketers and creatives alike.