How To Write A Video Brief

At Lambda Films, we’ve seen it all when it comes to the humble video brief. Over the years, we’ve received everything from scribbles on a post-it note to exhaustive project bibles spanning dozens of pages. While both ends of the spectrum have their charm (and challenges), the sweet spot lies somewhere in the middle: a concise, well-thought-out brief that captures the essence of your project without overwhelming the production team.

Interestingly, a study by BetterBriefs highlights a glaring disconnect between marketers and agencies: 78% of marketers believe their briefs provide clear strategic direction, yet only 5% of the agencies agree. This misalignment can lead to frustration, inefficiencies, and missed opportunities.

That’s why we’ve created this guide for 2025; to help marketers and agencies hit that perfect balance. We’ll walk you through everything we would need, as a video production company, to fully understand your video project. We’ll also share helpful tips to make the process easier and even provide a free downloadable video brief template to get you started.

Contents

Key Components of an Effective Video Brief
Helpful Tips for Writing a Creative Brief
Free Video Brief Template

Key Components of an Effective Video Brief

To ensure your corporate video project is well-planned and executed, your video brief should include the following essential components. Each section provides clarity for the production team and ensures your vision is communicated effectively.

1. A Brief Description of your Company

Summarise who you are and what your company does. Include information on your brand’s personality, mission, and values to help the production company align with your identity.

2. Project Contacts in the Company

Provide the names and contact details of key project stakeholders. Identify a primary point of contact for approvals and day-to-day communication to streamline the workflow.

3. A Descriptive Overview of the Project

Explain why the video is being created and how it fits into your broader marketing strategy.

4. Project Deliverables

Detail ALL the expected outputs. This includes additional video formats, aspect ratios, subtitle requirements, languages, and any other technical specifications. Clarify the number of deliverables and their specific purposes.

5. Duration of Videos

Specify the desired length(s) of the video(s). For example, is it a 90-second corporate explainer or a series of 15-second ads for social media?

6. Budget

Share an estimated budget range. This helps the production company gauge the project’s scope and propose ideas that align with financial expectations.

7. Key Objectives

Clearly outline the primary goals of the video. Are you trying to increase brand awareness, drive website traffic, or educate your audience? Measurable objectives make it easier to evaluate success.

8. Tone and Aesthetic

Define the desired tone and visual style. Is the video professional, playful, or emotional? Should it feature sleek, modern visuals or warm, approachable imagery? Provide guidance to inspire the creative approach.

9. Audience

Describe your target audience in detail, including demographics, interests, challenges, and behaviours. A clear understanding of who the video is for ensures the messaging resonates.

10. Timeline and Key Dates

Outline the overall timeline and any critical dates, such as product launches, events, or seasonal campaigns. Include details about time-sensitive shooting requirements.

11. Distribution Channels

Specify where the videos will be used, such as on your website, for TV ads, or in paid media campaigns. This helps tailor the video to suit its platform and audience.

12. Filming Locations

Provide details about the locations for shooting, whether it’s on-site at your office, outdoors, or in a studio. If applicable, include logistical considerations like permits or accessibility.

13. Deadlines

Set clear deadlines for delivery of the project. It’s up to the production company to supply a production timeline, but first, they need to know what date they’re aiming for!

14. Sign-Off Process

Outline how approvals will be managed within your company. Include the number of stakeholders involved and how many rounds of feedback are needed.

15. Reference Videos

Share examples of videos that align with your vision. These could be from your competitors, past projects, or even inspiration from other industries. References provide a visual benchmark for the production team.

Helpful Tips for Writing a Creative Brief

Writing a video brief doesn’t need to be daunting. Here are some tips to make the process more efficient and ensure your brief is both thorough and inspiring.

1. Use AI to Amplify Efficiency

AI tools can enhance every step of writing a brief:

Leverage AI to analyse data and outline detailed audience personas.

Use tools like ChatGPT to brainstorm tone and messaging ideas or refine drafts.

Generate automated insights into your target audience’s preferences.

2. Plan for Future Flexibility

The best briefs plan for future trends and changes. Outline how the video could be adapted for different uses or updated over time. For example:

Could segments of the video be repurposed for short-form social media content?

Consider filming additional content that could be used later in the year

3. Focus on Emotional Impact

Don’t just think about what your audience will learn, consider how they should feel. Building an emotional connection ensures your corporate video resonates and is memorable.

4. Collaborate Early and Often

Involve key stakeholders from the start. Collaborative input during the brief-writing stage reduces the risk of misaligned goals and ensures smoother production.

Download You Free Video Brief Template

Ready to put these ideas into action? We’ve created a free video brief template to help you get started. This template covers all the key components outlined in this article, giving you a solid foundation to plan your next corporate video project.