The best videos almost always start with the best briefs. A clear brief lets a studio quote accurately, plan properly, and make creative choices that serve your goal instead of guessing at it. You don't need to be a producer to write one — you just need to answer the right questions. Here's what to include.
What to put in your brief
- The goal. What should this video actually do? Drive a launch, explain a product, build trust, support sales, recruit. One primary goal beats five vague ones.
- The audience. Who is this for, and where will they see it? A film for investors is not a film for TikTok.
- The core message. If a viewer remembers one thing, what is it? If you can't name it, the film can't either.
- References. Two or three videos you admire (and why) communicate tone faster than a page of adjectives. A couple of "not this" examples help just as much.
- Deliverables. What do you actually need — one hero cut, or a hero plus social versions? List the platforms and aspect ratios.
- Timeline. When does it need to be live, and is that driven by a launch, event, or campaign?
- Budget range. Even a rough range. It's not a trap — it lets the studio design the right production instead of over- or under-building.
- Distribution. Organic, paid media, broadcast, or internal? Usage affects everything from talent to music licensing.
Common mistakes to avoid
- Hiding the budget. Without a range, quotes are guesses and comparisons are meaningless.
- Too many goals. A video that tries to do everything usually does nothing memorably.
- Describing the execution, not the outcome. Say what you want the viewer to feel or do; let the studio propose how.
- No single decision-maker. Films made by committee drift. Name who signs off.
A simple brief checklist
Before you send it, make sure your brief answers: What is the goal? Who is it for? What's the one message? What are the deliverables? When is it due? What's the budget range? If those six are clear, you're ahead of most projects that cross a studio's desk.
Ready to brief a studio? You can send us as much or as little as you have — we'll fill the gaps on a short call. Start a conversation, or browse our work for references first.