Everything Starts with a Brief (+ VIDEO BRIEF TEMPLATE)

The brief is the first concrete step in producing any type of video. Within the creative industry’s production processes, it serves as a key tool for aligning the client ordering the service and the service provider around a shared understanding of the project.

A brief is a written document that outlines the assignment. It helps the service provider clearly understand expectations and deliver accordingly, while enabling the organization commissioning the work to get maximum value from its investment. For this reason, the brief is a crucial step in setting a project up for success. While it doesn’t guarantee success, it significantly increases the likelihood of achieving it.

What it tells us

When producing audiovisual content – whether a series of social media clips, a podcast, or a short film – the brief defines the impact you want to have on your audience, the brand context in which that impact should take place, and the creative direction you want to pursue. It also establishes essential operational details, such as the project timeline and decision-makers.

Common elements of a brief include:

Project background and context
Brand introduction
Project objectives
Target audience
Key messages
Timeline

For video projects specifically, a brief can also include:

Distribution plan
Video or visual references
Examples of past videos

Don’t rush it

Briefs are typically produced by the marketer commissioning the video. They are often written by marketing or PR professionals, but they can be created by any team member with a strong understanding of the brand, the project, and the ability to communicate it effectively.

At first glance, writing a brief may seem logical and straightforward. In practice, however, it requires careful consideration of the role video content plays within a specific context, as well as a sharp focus on clear, well-defined objectives. In other words, it shouldn’t be written on a whim – set aside at least an hour or two to think it through properly.

In the context of reputational, regulatory, and legal risks related to social and environmental impact communication, the brief also plays an important role in risk mitigation. This means that you should carefully define key messages and inform the service provider about any claims or topics that require additional explanation, context, or sensitivity in communication.

At the same time, a brief should be adapted to its purpose as a piece of writing: concise, structured, and ideally limited to two pages, without unnecessary detail.

Feel free to ask for help

With the benefits of a well-prepared brief in mind, at ESG Films we are always happy to support our clients throughout the briefing process. Once we receive and review your brief, the ideal next step is an in-person meeting to discuss it further – time invested early in preparation helps save time later and improves efficiency throughout production.

When the brief is clear, everything else flows more smoothly, from scripting and filming to feedback and final delivery. A strong brief isn’t just a document; it’s the foundation of a successful video project.

As a first step, we’ve created a video brief template to help you get started. Feel free to use it for your next video project.