A useful brief explains the business objective, audience, key message, viewing channels and practical constraints. You do not need to prescribe every shot: give the production team enough context to recommend an approach.
Define the outcome
Explain what viewers should understand or do. Name the audience and where they will watch. A recruitment film, product demonstration and campaign Reel need different briefs.
Choose a starting format
Explore branding, corporate, product, animation, live streaming and short-form production. Select Not sure yet if the objective is clearer than the format.
List deliverables and available assets
Specify videos, durations, aspect ratios, languages and captions. List channels and paid advertising use so usage permissions can be considered. Share brand guidelines, product information and reference examples. Identify available people and locations.
Set timing and approvals
Give the launch date, filming constraints, approval owner and budget range. Identify who checks factual claims, approves the script and signs off the edit. Consolidating feedback helps keep the brief clear.
Copy this brief outline
Objective: …
Audience and channels: …
Key message and next action: …
Videos and versions: …
Assets, people and locations: …
Deadline and approval owner: …
Budget range and references: …
Start the conversation
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Match the brief to your video format
For a social campaign, a short-form video brief should explain the opening message, viewing platform and versions needed for Reels, Stories or Shorts.
For an event video, include the programme, key moments, filming access and whether you need a highlight film, speaker recording or short edits.
For thought-leader video production, identify the speaker, audience and questions to cover. Explain whether the interview will become a longer video, a short series or both.
