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Illustration or photograph?
It will depend on your intent.
Photos tend to be more believable but more costly, while illustration is style specific, low in budget but has to be relevant. Just remember this: photographs don't lie. Illustration is a matter of style. Use it only when you have something NEW to offer.
Creative Brief
A document that gives details of what should be considered when something is being designed or advertised. A good creative brief will have a clear objective and a problem to solve and is very specific. In instances where you get an unclear creative brief from your client, you must voice out your questions right away to avoid problems in the future.