01
Start with the decision the video should support
Describe what the viewer should understand or do after watching. That answer is more actionable than asking for a video that is simply polished, dynamic, or engaging.
Add the audience and publishing destination because pacing, framing, captions, and the call to action depend on how the piece will be used.
- Goal: what should change after someone watches?
- Audience: who needs to understand the message?
- Placement: website, social feed, short-form channel, presentation, or archive
02
Name the material and deliverables
List what already exists: footage, voice-over, music direction, logos, copy, product details, and references. Then list the requested pieces separately, including their orientation when it is known.
If an item is undecided, label it as an open question. That is more useful than hiding uncertainty inside a vague request.
- Source files and approved brand assets
- Number and type of requested pieces
- Vertical or horizontal orientation
- Required words, names, captions, or calls to action
03
Make review and timing explicit
Include the deadline, the date the video will be used, and the person responsible for collecting feedback. These can be different facts, so write each one clearly.
Use the brief to surface open questions instead of turning assumptions into promises. The eventual scope can define deliverables, timing, and review responsibilities for the individual project.
- Project deadline and any fixed publish date
- One person responsible for consolidated feedback
- References with a note explaining what is useful about each one