How to write a video brief production can actually quote

“We need a launch video” is not a brief. Production still does not know whether to shoot, animate, interview, adapt existing footage, or deliver one piece or fifteen variants.

A useful brief supports three decisions: what to produce, what it costs, and who can approve it.

Begin with the problem

Avoid objectives such as “increase visibility.” Describe what should change after somebody watches.

Distributors do not understand the difference between our Basic and Pro models. We need an explanation under 90 seconds that sales can send before a demo.

Production now understands the audience, problem, context, and one duration constraint.

Name one primary audience

“For everyone” creates a generic message. State who will watch, what they already know, their question, where they watch, and what they should do next.

Two audiences with different needs may require two versions or separate pieces.

List deliverables rather than “a video”

For example:

• 1 horizontal master, 60–90 seconds.
• 1 vertical adaptation up to 45 seconds.
• 3 ten-second cutdowns.
• Spanish and English subtitles from approved translation.
• Thumbnail and cover frame.
• Final MP4 files; working files excluded.

Every variant adds editing, review, and quality control. Include it before the quote.

List what exists and what is missing

Include logos, brand guide, product images, footage, previous scripts, locations, participants, and available music.

Do not write “client will provide assets” without checking location, quality, and rights. Give every missing item an owner and date.

Separate references from instructions

A reference can explain pace, lighting, framing, or tone. It does not mean “copy this video.”

Explain the relevant part:

Reference A: fast opening and large on-screen copy. Do not use its humor or neon style.

Define approval

Name the message reviewer, brand or legal reviewer, feedback owner, final approver, included rounds, and client response time.

Review script and structure first. Review color, subtitles, and technical details after the edit is locked. Changing the message during finishing is the most expensive way to revise.

Put budget and schedule together

Use milestones rather than only a final date:

• Complete source material: 3 September.
• Approved script: 6 September.
• Shoot: 10 September.
• First cut: 16 September.
• Consolidated feedback: 18 September.
• Delivery: 23 September.

Late source material or feedback moves the schedule. State that before work begins.

Minimum brief to copy

• Problem:
• Primary audience:
• Message to remember:
• Next action:
• Deliverables and formats:
• Channels and publication date:
• Available and missing material:
• References and what to take from them:
• Brand, legal, and rights restrictions:
• Budget or range:
• Milestones:
• Reviewers, approver, and rounds:
• Definition of done:

Test the brief with somebody who missed the meeting. If they can explain what will be delivered, for whom, and who decides, it works.

Use the creator brief template for general content work. When an influencer is involved, add rights, exclusivity, and publication terms.