Before a campaign is shot, it has to be believed. The Creative Direction & Campaign Framework is the document that wins that belief: it shapes a loose idea into a direction a client can see, agree with and act on.

It follows the way Natalia Karczewska works at Kaer Studio, starting from how a campaign should feel and building the argument around it. Context and brief, audience and positioning, the central idea, the visual world and art direction, rollout across channels, and the references that hold it together. Each section does one job, so a client follows the thinking from brief to approval.

It is made for creative directors, art directors, studios and in-house teams pitching campaigns in fashion, beauty and lifestyle, and for anyone who has watched a strong idea lose a room because it wasn't framed.

Part of Atlas, Natalia's collection in one visual language. The Studio Deck introduces you, this framework carries the proposal, and the Social Media Kit keeps the same eye present in your feed.

Natalia Karczewska is the founder of Kaer Studio and a former art director at Vanessa Bruno, working in branding, visual identity and creative direction for clients including Clarins, ba&sh and Longchamp.

• 35-page creative direction and campaign framework

• Designed at 1920×1080px for screen; Adobe InDesign, Figma and Canva, all three included with every licence

• Sections for brief, audience, central idea, art direction and rollout

• Photographs shown are for reference only and are not included