From Concept to Creation: How to write a video production brief | FROM THE FIELD E13


  • You have an awesome idea for content. But you’re not sure what it’s going to cost, or the first step to getting it made
  • The solution is a video production brief
  • This blog will help you write a clear video production brief so you can get the content you want and need
  • Includes a free downloadable Video Production Brief Template

A clear video production brief will help you get the content you want, and need.

Importantly, it also helps your production partner give you an accurate idea of costs, quickly and effectively.

We understand that creating a video production brief can be a challenge, which is why we’ve created a free Video Production Brief Template. You can fill this out ahead of booking a call with Fynn to discuss your next project – read on for more details. 

When to create a video production brief

Writing the brief is the first thing to do if you’re serious about creating content. You might want to film a client case study, a product feature, an interview, or a TV ad, but the briefing process is similarly essential for all.

Writing a brief at the start of the process allows you to get the project, objectives and key messages super clear in your head. And then it allows you to quickly and easily communicate what you need to the creative partners you’re working with.

How to write a video production brief

The key to any successful video production brief is to answer three main questions:

What’s the goal of your video?
Who is your target audience?
And what do you want your audience to do after watching?

1. What’s the goal of your video?

We all know that content is king, and as brands we need to be creating more video. But what are you looking to achieve with this particular video?

It might be to promote a product like our recent brand content for watchmaker Fiodh or to educate and inspire a remote audience like Eureka Edinburgh.

Maybe you want to build brand awareness and attract new customers like the Adam Smith Business School, show the impact of your work like the Centre for Virus Research, or launch your new strategy at an important event like the RZSS.

Having a clear understanding of why you’re creating the video will help guide the entire production process and ensure that you get the results you’re looking for.

2. Who is your target audience?

It’s tempting to just say “customers” and move on, but let’s be more specific. Are you trying to reach potential customers? Engage current customers? Reach a new industry or sector? Or maybe you’re aiming for a different audience altogether like employees or a specific section of the general public.

A good understanding of your target audience will help us tailor your message and ensure that your video is relevant, engaging and valuable for you and your audience.

As well as thinking about who your audience are, think about where they are so we can factor in different content formats. For instance if you’ve got an audience at a large screen event, we might want to create content with a widescreen aspect ratio – or if your audience loves TikTok or Instagram reels, we might shoot some portrait style content.

3. What do you want your audience to do after watching?

Is the aim to get people to add a product to their shopping basket? Visit your website? Make an inquiry? Or share the video with their friends? Having a clear call to action will make it easier for your audience to take the next step and help you achieve your goals.

Whatever you want your audience to do, it’s important to keep the call-to-action single-minded – one clear thing to think about or take action on, rather than overwhelming them with multiple goals.

Adding a little texture and colour to your brief

Of course any good brief has a few more details added in:

  • Story: Is there a journey to tell? A beginning (set-up), middle (challenge) and the end (resolution)
  • Channels: Where will your audience engage with your content?
  • Contributors: Do we need actors or experts to bring your message to life? Will your staff be in shot?
  • Shooting locations: Where will we capture the content and what resources do we have at our disposal?
  • Brand considerations & guidelines: Are there any special brand requirements or assets we need to consider?
  • Style & tone: What should the style and tone of your content be?
  • Example Content: Have you seen any good examples of what you’d like to create and what specifically do you like about it?
  • Deliverables: What are the final products you need delivered at the end of the project?
  • Timeframe: When do you need the content ready to be shared?
  • Budget: What is your budget for the entire project?

Sometimes, brands resist the briefing process. We get that it can feel like a lot of time, but trust us when we say an hour invested now is worth 5 hours of smooth production phase! Download our free Video Production Brief Template for 2023 below and if you’re got any questions at all book a call with Fynn below 🙂


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