What to include in your next video brief

A useful video brief does not need to be long. It needs to explain what you want the film to do, who it is for and what the production team needs to know before work begins.

1. State the purpose

Describe the single most important job of the video. Are you introducing a product, explaining a service or telling a brand story? If you have several goals, put them in order of importance.

2. Describe the audience

Explain who will watch, what they already know and what might stop them from taking the next step. This helps the team choose the right language, tone and level of detail.

3. Agree on the central message

Write one sentence that the viewer should remember. Add any required product details, approved claims or words that must appear. Supply accurate source material for those details.

4. Explain where the video will appear

List the intended channels and formats. A website film and a vertical social edit may need different framing, pacing and captions. Agree on versions and deliverables before the shoot.

5. Share references with reasons

Choose a few examples and explain what you like about each: lighting, editing rhythm, narration or mood. References work best as a discussion tool, rather than a request to copy someone else’s work.

6. Set out the practical limits

Include the budget range, deadline, shoot location, people involved and access to the product. Flag any permissions or approvals that your team must arrange.

7. Define the approval process

Name the person who will consolidate feedback. Agree on review stages, delivery formats and revision scope. A clear feedback process helps everyone understand what happens after the first cut.

Bring an incomplete brief if that is all you have. Its purpose is to start a useful conversation and make the remaining decisions visible.

Connect your brief to the production scope

Use your brief to compare the video production packages and confirm the formats and deliverables you need. DK’s listed video prices are per project with GST included. The final scope and quote should be confirmed before production. Send the brief through our project enquiry form.