A video brief is not a document that proves you had a conversation. It's a document that defines what was agreed — with enough specificity that both you and the client can refer back to it in three weeks and reach the same conclusion about what was in scope.
Project overview: goal and call to action
The first section should answer two questions: what is this video trying to achieve, and what should the viewer do or feel at the end? 'Raise brand awareness' is not a goal — it's a category. 'Increase trial sign-ups from engineers who've heard of the product but haven't tried it, by showing a credible technical use case in under 2 minutes' is a goal. The CTA should be explicit: the specific URL, action, or behaviour you want viewers to take.
Audience and platform
Who is watching this and where? These two answers shape every creative decision in the project. A video for 55-year-old procurement managers on LinkedIn is a completely different creative brief from a video for 22-year-old designers on Instagram — same brand, same message, different execution. Without these answers written down, the first cut will be misinterpreted by at least one stakeholder.
Style, tone, and references
References are the most efficient way to align on creative direction. Ask the client for two or three videos they admire and two or three they would specifically not want to make. Ask them to describe the tone in three words. This section prevents the most common creative misalignment: the editor and client both agreeing a video should be 'dynamic and modern' and arriving at completely different things.
Deliverables and specifications
List every deliverable explicitly: format (MP4, ProRes), aspect ratios (16:9, 9:16, 1:1), target durations, caption requirements, music (licensed from brief, client-supplied, or production library), thumbnail, and any brand asset requirements. Every item not on this list is a potential 'I thought that was included' conversation at delivery.
Timeline and approval authority
Who has final sign-off authority? This is the most underasked question in the brief process and the most common cause of late-stage surprises. If the CEO who was never part of the brief process disapproves the final cut, you have a scope problem. Identify the decision-maker, confirm the delivery date, and list the key milestones. State the revision rounds agreed.
Logistics and constraints
Budget range, brand guidelines, legal restrictions on talent or music, any existing footage to incorporate, access requirements for filming, and any production constraints. These are the 'I assumed you knew' items that cause expensive surprises mid-project.
“A brief that covers these six sections doesn't prevent every dispute. But it means that every dispute that does arise can be resolved with reference to a document rather than competing memories.”
The six sections of a complete video brief
- Project overview: goal and call to action
- Audience and platform: who is watching, where, and when
- Style and tone: references, must-haves, and must-avoids
- Deliverables and specs: every format, duration, and asset explicitly listed
- Timeline and approvals: delivery date, milestones, revision rounds, sign-off authority
- Logistics and constraints: budget range, brand guidelines, legal restrictions, production requirements
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