Content Cabinet
The short answer
A video brief answers twelve questions before anyone writes a script: the one-line job of the film, who it is for, where it plays, the length and versions, the message, the proof you can show, the rules, your references, the people and access, the dates, a budget range and how you will judge it.
The most important line is the first: "After watching, [who] should [do or believe what]." If you can fill in that sentence, the rest of the brief gets easy.
The template
VIDEO BRIEF 1. The job, in one line After watching, [who] should [do or believe what]. 2. Who it is for Their role and sector, what they already know, and what they doubt. 3. Where it will play Platforms, aspect ratios (16:9, 9:16, 1:1), sound on or off, paid or organic. 4. Length and versions The main cut and the cutdowns you need, for example a 60-second master with 30 and 15-second cuts. 5. The message The one thing they must remember, and at most three points that support it. 6. Proof we can show Numbers, customers, demos, people, and any footage, CAD files or photos you already have. 7. Must-haves and must-nots Brand rules, compliance or legal lines, words to avoid, people who must appear. 8. References Three videos you like, and exactly what you like in each one. 9. People and access Who is on camera, locations, product or lab access, and who arranges it. 10. Dates Launch or event date, review rounds, and the one person who signs off. 11. Budget range A range is enough. It decides the format more than anything else on this page. 12. How we will judge it Views, sign-ups, meetings booked, investor replies or press pickups, and by when.
Filled it in? Send it to us and we will reply by email, or book a 20-minute call to talk it through.
How to fill in each part
- The job. Write it as a change in the viewer, not a description of the film. "Explain our product" is a topic. "A plant head books a demo" is a job.
- Who it is for. Name one person. A CFO, a first-time founder and a retail investor need three different films.
- Where it plays. This decides the shape before the story. A LinkedIn feed film is watched without sound, so the words have to be on screen.
- Length and versions. Ask for the cutdowns up front. A 60-second master with 30, 15 and vertical cuts costs far less planned than added later.
- The message. One sentence. If you have three, pick one and put the other two in the next film. Our script length calculator shows how little fits in a minute.
- Proof. Real footage, real numbers and real people beat any animation of a promise. List what exists, even rough phone clips.
- Must-haves and must-nots. Put compliance lines here. Wealth and investment firms usually need disclaimers and cannot show return figures; it is cheaper to plan for that than to fix it in the edit.
- References. Say what you like about each one: the pace, the tone, the opening, the music. "Make it like Apple" tells a studio nothing.
- Dates and sign-off. The film finishes when the last person approves it. Name that person on day one.
- Budget range. A range lets a studio propose the right format instead of guessing. A shoot, an animation and a screen recording are very different numbers.
- How you will judge it. Agree the number now. It changes the film: a film built for investor replies is not built like one for views.
Three filled-in examples
These are examples written for this guide, one for each kind of client we work with most. They are not real client briefs.
Example 1 · Wealth management
A monthly video show for a wealth manager
- The job: After an episode, a founder who has just sold a company feels this firm thinks the way they do, and books a first conversation.
- Who it is for: First-generation founders and senior professionals with a recent liquidity event.
- Where it plays: YouTube (full episode), LinkedIn and Instagram (three reels each).
- Must-nots: No return figures, no product names, the firm's standard disclaimer in every description.
- How we will judge it: Inbound conversations that mention the show, counted each quarter.
Example 2 · Venture capital
A 90-second film for a seed fund's second fund
- The job: After watching, a founder raising a seed round wants this fund on the cap table, and an LP takes the meeting.
- Who it is for: Technical first-time founders, and the LPs the fund is raising from.
- Proof we can show: Three portfolio founders on camera, the fund's first cheques, and the partner's own story.
- Must-nots: No portfolio metrics without each founder's sign-off. Nothing that reads as a return promise to LPs.
- How we will judge it: Founder inbound from the fund's site, and LP meetings in the eight weeks after release.
Example 3 · Deep tech
A 60-second launch film for a warehouse robot
- The job: After watching, an operations head at a 3PL asks for a pilot, and an investor understands why the robot is different.
- Who it is for: Warehouse operations leaders first; seed and Series A investors second.
- Proof we can show: Footage from two live deployments, CAD files for a 3D cutaway, and the payload and speed numbers.
- Must-haves: The engineering team reviews every technical claim. Specs go on screen, not in the voiceover.
- How we will judge it: Pilot requests from the launch post, and replies to the investor update it goes into.
The five mistakes we see most
- Briefing a format, not a job. "We need an explainer" skips the question of what the explainer has to change.
- Three messages. The film ends up saying none of them.
- No named audience. "Everyone" is not a viewer anyone can write for.
- References without reasons. The studio copies the wrong thing about them.
- Unknown approvals. A new approver in week three restarts the film.
Questions people ask
What should a video brief include?
The job of the film in one line, the audience, where it will play, the length and versions, the one message, the proof you can show, any rules and compliance lines, references, people and access, dates and sign-off, a budget range, and how you will judge the result.
How long should a video brief be?
One to two pages. Long enough to answer the twelve questions, short enough that everyone involved reads all of it.
Who should write the video brief?
The person who will judge whether the film worked, usually the marketing or brand lead, with input from whoever signs off. The studio should ask questions, not write it for you.
What is the difference between a creative brief and a production brief?
A creative brief says what the film must do and say. A production brief adds the practical side: locations, people, access, dates and deliverables. This template covers both.
Do I need a script before I brief a studio?
No. A clear brief is more useful than a draft script, because the studio can then suggest the right format before anyone writes a word.
