Getting a video produced is exciting, but the real magic often starts long before anyone picks up a camera. The single biggest factor in whether you get an impactful, relatable video is how well you frame the project for us within the brief.
A good brief is a clear, focused summary of your vision, your target audience, and the practical details that will shape the shoot. Done well, it gets you and I on the same page, saves you a chunk of time and money, and helps us craft a much more relatable final film.
What a Video Brief Actually Is
Let's explore what we mean by a brief. You might already know your way around a video brief, but taking a moment to step back is a brilliant way to re-frame your ideas and spot any details you might have missed. A brief is simply a short document (usually a page or two) that captures the heart of your project: who you are, what you need the video to achieve, and practical constraints like budgets and deadlines.
Imagine it as a conversational roadmap rather than a rigid, scene-by-scene script. When you’re partnering with us, the brief is how you get your whole team and ours pulling in the exact same direction from day one.
The Core Principles
Before we dive into the details, keep these open-minded principles in the back of your head:
- Outcome first: Start with the business result you want, rather than a fixed idea like “we just need a two-minute video”.
- Guide, don't micro-manage: Be clear about your goals and boundaries, but leave room for us to propose creative solutions.
- Honest constraints: Budgets and timelines belong on the table early on.
- Keep it usable: Keep it short, sweet, and focused.
With those in mind, here is what to include:
1. Give Us the Background
The first thing we need is a bit of context. Include a couple of sentences about your business, who you serve, and what makes you unique. Why are you making this video right now? Is it part of a new product launch, an ongoing series, or a hiring push? If you have past videos, share what worked well and what you’d prefer to change. This helps us frame your brand's positioning perfectly.
2. Define Success: What's the Objective?
What if your next video project could directly drive the results you’re looking for? Vague goals like “raise awareness” are quite tricky to measure and don’t give much creative direction.
Try to focus on observable behaviour. Stronger objectives sound like:
- “Generate demo bookings from paid social campaigns.”
- “Increase high-quality applications for our open roles.”
- “Give our sales team a simple, relatable explainer they can send to warm leads.”
When we know exactly what you want to achieve, it guides the pacing, the structure, and what gets left on the cutting room floor.
3. Your Audience and Where They’ll Watch
Let's get specific. Who is the main viewer we want to reach? Go beyond their job title. Are they warm leads, existing customers, or complete strangers just realising they have a problem?
Where will they most likely see this video first? Watching a film on a LinkedIn feed with the sound off is a very different experience to watching it on a big screen at an industry event. These details heavily influence the tone and visual style we'll use to connect with them.
4. Nail Your Core Message
If we only had 10 seconds of their attention, what would we say? When too many things are important, nothing truly stands out. Try to identify one core message, backed up by three to five supporting points (like features, benefits, or relatable stories). If there are specific legal disclaimers or taglines you absolutely need included, pop them in here too. Keeping this tight makes the final edit so much more watchable.
5. Tone, Style, and References
This is where your brand's personality comes to life. You don’t need to use technical jargon; just describe the feeling. Is your brand friendly and conversational? Calm and authoritative? Energetic and playful?
Feel free to share a few links to videos you like, with a quick note on why you like them (e.g., “I love the energetic pacing in this one”). Describe the feeling you're after, and let us design the execution to showcase your brand.
6. Deliverables, Formats, and Channels
A single video project often turns into several distinct assets: a main feature, a few short cut-downs for social media, and perhaps a vertical version for TikTok or Reels. Outline these expectations early on so the scope is realistic. Let us know about preferred aspect ratios, file formats, or platform-specific requirements so we can organise the edit smoothly.
7. Budget and Timelines
I know talking numbers can sometimes feel a bit awkward, but sharing your budget upfront is simply the best way to help us craft a realistic, impactful plan. Sharing even a ballpark figure helps us right-size the concepts, crew, and production values.
Include your ideal shoot dates, when you’d like to see a first draft, and your absolute final deadline. It’s also incredibly helpful to outline your review process and who will be signing off on the final cut.
8. Practical Logistics
Beyond the creative vision, there are logistical realities that shape the shoot. Where are we filming? Who needs to appear on camera, and when are they available? Do you have existing assets like brand guidelines or logos we should use? Clarifying this helps us plan the right kit and contingencies for a smooth, enjoyable shoot day.
9. Roles and Communication
Without a quick chat about responsibilities, it’s easy to assume I will handle “everything” (scripting, scouting, casting) while I might assume you've got it covered. Spell out which skills you need from me, and what your team will handle internally. Choose a main point of contact and let us know your preferred way to communicate, whether that's email, a quick phone call, or Slack.
10. A Few Pitfalls to Avoid
To get the most out of your collaboration, try to avoid these common traps:
- Over-prescribing the execution: Dictating specific camera transitions limits better creative solutions.
- Being overly vague: Aiming for “the general public” usually leads to forgettable content.
- Hiding constraints: Keeping timelines or budgets a secret often leads to frustration down the line.
- Saying too much: Stuffing multiple messages into a single piece dilutes the impact.
If you want to keep things beautifully simple, just structure your thoughts around the headings above. Treat your brief as a collaborative starting point rather than a strict test you have to pass. The goal is simply to give me enough clarity to come back with smart ideas, a realistic plan, and a beautiful end product. Ultimately, a solid brief is the foundation that allows us to frame your vision, craft your story, and showcase what makes you brilliant.
Back to Blog