Explain the problem before prescribing the film
A useful brief describes the audience, the communication problem and the desired outcome. It gives the production team enough context to recommend a creative approach. “We need something cinematic” expresses a preference, but does not explain what the video must accomplish.
Start with a sentence such as: “We need prospective buyers to understand how this product fits into a small kitchen.” This creates a clearer starting point than a request for a particular camera or transition.
The core brief
Identify the audience and what they already know. Describe the one message they should remember. State the desired next action, if there is one. Explain where the video will be seen and whether viewers are likely to have sound on.
Provide the facts that support the message. Separate approved claims from claims still awaiting confirmation. Supply product information, relevant research and a person who can answer subject questions. Include constraints such as topics that cannot be shown or participants whose availability is limited.
The output brief
List the actual deliverables: main film, cutdowns, aspect ratios, captions, language versions, thumbnails and any stills. Use approximate durations where helpful, while allowing the creative team to discuss what the message needs.
Specify the intended placements and usage. An internal training film and a paid advertising campaign have different review and rights considerations. Flag any existing material that must be included, and confirm who owns or can authorise its use.
The working brief
Share the target launch date, budget range and approval process. Name the decision owner and the people who need to review factual, brand or other requirements. Explain whether the production partner should handle the full process or join an existing team.
References are more useful with annotations. Instead of sending six films without explanation, note that one has the right interview tone, another uses the right pacing and a third has a suitable colour palette. Also say what you do not want to borrow.
A filled example
For a fictional homeware company, the objective might be to help first-time buyers understand a compact storage product. The main message is that it makes a specific daily task easier. Evidence could include the real product dimensions and a truthful demonstration.
The output could be one product film and two focused social versions, with the precise lengths and formats agreed during planning. The brief would identify the available location, product delivery date, approved claims and a single reviewer. This is an illustrative framework, not a promised package or price.
A final check before sending
Read the document as someone encountering the company for the first time. Can they identify the audience, problem, proof, outputs, constraints and decision process? If not, add that information before adding more aesthetic references.
Leave room for a better idea. A brief should define the problem clearly enough that the production team can solve it, rather than force an approach that does not fit the objective. Better briefs make content more relevant and reduce rework throughout production.
Continue with How much does video production cost in India? for a closer look at the next decision.