How to write a useful video production brief
A good brief does not need to prescribe every shot or arrive with a finished script. It needs to explain the job the video must do, who it is for and what has to happen after somebody watches it.
This guide covers the information that helps a production company give useful advice, plan accurately and avoid surprises later.
1. Start with the job, not the film
Write down the problem or opportunity in one or two sentences. For example, you might need to explain a complicated service, give customers confidence, introduce a new destination or help employees understand a change.
Try to complete this sentence:
This video needs to help our audience understand, feel or do...
One clear job is usually more useful than a long list of messages.
2. Define the audience
Be specific about the people who need to watch. Their existing knowledge, concerns and available time will affect the language, pace and format of the film.
Useful details include:
- Who they are
- What they already know
- What may stop them paying attention or believing the message
- What you want them to do next
3. Explain where the video will be used
A film for a sales meeting is different from one designed for a silent social feed. List the important channels and situations, such as a website, event screen, LinkedIn, internal presentation, recruitment page or paid campaign.
This helps determine length, framing, captions, aspect ratios and the number of versions required.
4. Choose the core message
If the audience remembers one thing, what should it be? Supporting points are useful, but they should reinforce the main message rather than compete with it.
Include any claims, terminology or wording that must be checked by legal, technical or brand teams.
5. List possible contributors and locations
Identify the people who could appear and the places available for filming. You do not need to confirm everything before making contact, but note any practical constraints.
Consider:
- Contributor availability and confidence on camera
- Noise, access and working hours at each location
- Filming permissions or safeguarding requirements
- Travel between locations
- Brand, security or confidentiality restrictions
6. Describe the deliverables
List what you think you need, even if this changes after discussion. A typical project may include a main film, shorter edits, square or vertical versions, caption files, clean versions without text and selected still frames.
It is much easier to plan these at the beginning than to discover them after the edit is complete.
7. Identify the approval process
State who will give feedback and who has final approval. If several departments or partner organisations are involved, agree how comments will be combined before they reach the editor.
A clear approval route protects the schedule and makes feedback easier to act on.
8. Include dates that cannot move
Give the launch, event or campaign date, plus any periods when contributors or decision makers are unavailable. The production schedule can then work backwards through filming, first edit, feedback, revisions and delivery.
9. Give a budget range if you have one
A budget is not a test. It helps the production company recommend an approach that is realistic. If no figure has been agreed, say so and ask for options at different levels of complexity.
The largest cost drivers are often filming days, locations, travel, crew size, specialist equipment, animation, the number of deliverables and the amount of post-production.
10. Plan accessibility from the start
Note whether you need captions, transcripts, audio description, sign-language interpretation or versions that meet a particular accessibility standard. These choices can affect scripting, framing, graphics and delivery.
Copy and paste video brief template
Organisation and project
- Organisation:
- Project name:
- Main contact:
- Other stakeholders:
Objective
- What problem or opportunity should the video address?
- What should the audience understand, feel or do afterwards?
Audience
- Primary audience:
- What do they already know?
- What matters to them?
Message and content
- Main message:
- Supporting points:
- Required wording, facts or brand guidance:
- Possible contributors:
- Possible locations:
Use and deliverables
- Where will the video appear?
- Main film length, if known:
- Shorter versions or aspect ratios:
- Captions, transcripts or other accessibility requirements:
Practical details
- Target launch or delivery date:
- Available filming dates:
- Approval process:
- Budget range, if known:
- Permissions, safeguarding, security or confidentiality considerations:
Frequently asked questions
Do we need a finished script before contacting a production company?
No. A clear objective, audience and intended use are enough to begin a useful conversation. Script development can form part of the production process.
How long should a video brief be?
Long enough to explain the objective, audience, practical constraints and deliverables. For many projects, two or three focused pages are more useful than a large document containing background material with no clear priorities.
What if we do not know the budget?
Say that the budget is still being established. Ask what factors will change the cost and request practical options. This is more useful than leaving the subject unmentioned.
Should we specify the creative idea?
Include any ideas or references you like, but explain what you like about them. Treat them as a starting point rather than a fixed solution unless a particular approach has already been approved.
Want help shaping the brief?
Send Jooka what you have, even if it is only a few notes. We can help turn it into a workable plan for filming, animation or both.