What this is
A brief is not a document. It is a set of decisions that lets a production team price accurately, plan a shoot without improvising the fundamentals, and deliver versions that work where the video will actually be published.
If these decisions are missing, the project drifts into:
- unclear messaging on shoot day
- last-minute “can we also get…”
- edit feedback that fights itself
- paid media versions that do not fit specs
- avoidable reshoots
The screenshot checklist
Copy this into a note and tick it off before you request a quote.
Brief checklist (15 items)
- Single job of the video
- Target viewer + what they already know
- Where it will live (website, ads, social, event, sales)
- Deliverables + formats (16:9 / 9:16 / 1:1, cutdowns, captions)
- Target duration(s)
- Core message in one sentence
- Proof points (evidence, numbers, testimonials, demo moments)
- Brand rules (do / don’t) + guidelines
- Reference links (tone + pacing + framing)
- Call to action (exact wording)
- Available assets (logos, product renders, existing footage, brand kit)
- Locations + access constraints
- On-camera people + availability + comfort level
- Approval chain + revision owner
- Deadline, launch date, legal/compliance constraints
The 15 decisions (what to write, and why it matters)
1) Single job of the video
Write: “This video’s job is to ______.”
Examples: “book sales calls,” “reduce support tickets,” “convert cold traffic to trials,” “prove credibility to procurement.”
Why it matters: one video cannot do three jobs well. A clear job dictates structure, pacing, and what gets cut.
2) Target viewer and what they already know
Write: “Viewer is ______. They already know ______. They doubt ______.”
Examples: marketing manager comparing vendors; founder considering a platform; lab manager evaluating a tool.
Why it matters: this prevents over-explaining basics or skipping crucial context.
3) Where it will live
Write: primary distribution channel first, secondary channels second.
Examples: website hero > sales deck; paid social > landing page; event screen > LinkedIn.
Why it matters: distribution determines aspect ratio, opening hook, pacing, captions, and audio mix decisions.
4) Deliverables and formats
Write: a list.
Examples:
- 1× hero film (60–90s) 16:9
- 3× cutdowns (30s/15s/6s) 9:16
- 1× silent captions version
- 3× looping headers (5–8s)
- 10× still frames for ads
Why it matters: “one video” is not one file. Deliverables define shoot coverage, graphics, and edit time.
5) Target duration(s)
Write: “Hero: __ seconds. Cutfown(s): __ seconds.”
Defaults that usually hold:
- website hero: 60–90s
- product demo: 45–90s (depends on complexity)
- paid social: 6/15/30s ladder
- testimonial: 60–120s
Why it matters: duration changes the script. You cannot “trim later” if you shot for the wrong structure.
6) Core message in one sentence
Write: “After watching, the viewer should believe: ______.”
Example: “This tool removes X pain in Y minutes without Z risk.”
Why it matters: this becomes the edit’s north star when feedback conflicts.
7) Proof points (evidence)
Write: 3–6 bullets of evidence you can actually show.
Examples:
- specific feature demonstration steps
- measurable outcome (before/after)
- credible third-party validation
- customer quote with context
- visual proof (workflow, environment, scale, materials)
Why it matters: claims without proof force the edit into vague marketing language.
8) Brand rules and constraints
Write: what must be consistent.
Examples:
- typography rules
- brand colours usage
- graphic style references
- tone boundaries (no comedy, no sarcasm, no hyperbole)
- accessibility rules (captions, contrast)
Why it matters: prevents a “nice video” that fails brand review.
9) References (tone, pacing, framing)
Write: 2–3 links with a note for each: “steal this” vs “avoid this.”
Examples:
- “steal: clean product demo pacing”
- “steal: interview intimacy and lighting”
- “avoid: overly glossy stock feel”
Why it matters: references compress weeks of taste alignment into minutes.
10) Call to action (exact wording)
Write: one CTA only, verbatim.
Examples: “Book a demo,” “Start free trial,” “Get a quote,” “Download spec sheet.”
Why it matters: CTA affects the final beats, on-screen graphics, and versioning.
11) Assets you already have
Write: list what exists and what is missing.
Examples:
- logos (SVG), brand guidelines (PDF), fonts
- product renders / CAD / key visuals
- existing footage (with usage rights confirmed)
- screenshots or app capture access
- testimonials, case study notes
Why it matters: missing assets cause delays and expensive last-minute rebuilds.
12) Locations and access constraints
Write: address, filming windows, permits, noise, power, parking, permissions.
Examples:
- office filming only after 6pm
- factory requires PPE and induction
- hospital requires compliance and privacy controls
Why it matters: access dictates crew size, schedule design, and risk planning. If commissioning in Cambridge or anywhere in the UK, access and permissions often decide whether a “one day shoot” is real or fantasy.