Writing a brief for a video clip

Based on the brief, creative team develops a script for the video. Preparing the brief is the product owner’s task. The resulting video clip is as good as accurate and detailed the description of the objective is, as well as of the target audience and project algorithm. You will find a full brief template for shooting a video in this guide.

The brief is a tool for communicating key information about the task, and the information in it should be comprehensive even for those who know nothing about our brand or project. We use this brief template as a guide to help us not forget anything, but we don't have to follow it meticulously.

Regardless of who is creating the video (external agency or internal team), make sure to fill the brief with as much detail as possible and don’t forget to attach references and describe all the project features.

If we are filming the video ourselves, we normally fill the brief on Wrike. If we engage an external team, we ask them for a brief form. A production designer is accountable for the brief.

Video production brief template

We have divided the template into 9 items, each of them having a short questionnaire. The answers to these questions will help the creative team better understand the task and deliver a result that meets both the company's goals and the product owner's expectations.

1. Quick task description

   Describe the background for launching the campaign in general terms. Answer the following questions:

   • Why have you decided to launch this campaign or project?
   • What needs does it address?
   • What business problem are we solving by launching the project?

2. Business and communication objectives of the project

   • What result do we want to achieve with the campaign launch?
   • What measurable business goals do we set?
   • What communication objectives do we establish in terms of recognition and perception (product, features and brand image)?

3. Market situation

   Describe competitors' actions and communications in a similar field in short. Answer these questions:

   • What way do we stand out from the competitors?
   • What is our strength?

   Example. We are launching a project for children, a new kids’ pizza. Before the start, we analyze the market: we find out what products for this audience our competitors have and how they position them. We make a conclusion about how our product is better than the competitors' product. We describe all this in the brief, attach links to products, commercials and layouts.

4. Barriers

   Describe the barriers that keep from reaching out to our product - as they may be seen by our target audience. We consider those aspects that could make it difficult for our customers to perceive the product positively and make their choice in its favour. Answer the following questions:

   • What is the audience's current perception of our brand/product? Is it positive or negative? Are there common misconceptions or stereotypes about what we offer?
   • What specific elements or attributes of our product/brand might cause doubt or rejection? Could there be any design or pricing features that do not match audience expectations or preferences?
   • What could deter consumers from choosing our product over competitors’?
   • What additional barriers might influence the decision? For example, trust deficiency, lack of understanding of the value of the product, or previous negative experiences.

   Example. In the context of our children's pizza project, we face a barrier in the form of the audience's persistent habit of choosing the "children's experience" at McDonald's, as this brand has been actively and long communicating in this territory. Our challenge is to find a unique and engaging approach that refocuses parents' attention on our product and offer.

5. Insight

   Here we describe the underlying emotions and needs of our audience to find what really drives them and can connect them to our campaign. Put down insights that relate to a specific project. Answer these questions:

   • What emotional motivation or customers’ need can we draw on when developing the campaign?
   • How can we "hook up" the audience? In what context can our product or service become meaningful and valuable to them?

   Example. We know that kids are big fans of french fries, and none of the kids' competitors' offerings have french fries. But Dodo does. We can build communication around this unique feature of the product. French fries can be associated not only with flavour, but also with certain experiences: family dinners, funny moments with friends or holidays.

6. Message

   This item of the brief addresses the central idea or concept that we aim to communicate to the audience through our campaign. The key message is the foundation around which all communications will be built. Answer the questions:

   • What is the central idea we want to convey to our audience?
   • What emotions or actions do we want to evoke in our audience?
   • What do we want customers to remember about us? What impression do we want to create?

7. Reason to believe

   Here we identify brand features of product characteristics that support our key message and make it compelling to customers. This should be solid and verifiable evidence. Answer the following questions:

   • What aspects of the product or brand prove the foundation of our message?
   • Which unique characteristics of the product make it outstanding or different from the competing products?
   • What in the brand or its story can further affirm or reinforce our message?
   • How will interaction with the product or brand validate our message in real life?

8. Corporate identity

   We describe what path should be taken for design and texts. In this section we show the materials that will be helpful for the creative team when developing the concept: brand book, tone of voice, design guidelines.

   If we already have accumulated materials for the project, for example, layouts or packaging design, we attach them to this section and give clarifying descriptions.

   If we are preparing a brief for a collaboration (for example, Dodo and Fixies), we should also attach the brand book of a partner company, a synopsis of the cartoon or movie, important notes or restrictions the brand may have.

9. Result

   Clarify what is the outcome of this brief. Answer the question: what will be the result of the agency's or internal team's work at this stage?

   Specify in particular:

   • Timing and number of items. Specify the duration of the clips and the number of versions required.
   • Format and technical requirements. Check with the media team where the clips will be spotted and what the requirements are for each media channel.

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