There is no particular set structure for a creative brief and every company has their own unique style – which is always evident in the brief.
However, if it’s the first time you are writing one, it’s understandable that you might need a little help with the content and structure.
In a nutshell a brief should explain what you are doing and why, the context of the video, the sort of content and tone that is expected from the video, who the intended audience is, the key business targets and objectives the video will need to meet.
Tips for writing a brief
- Write a brief summary of:
a) your business, what you do and your goals and
b) what you want the video to do for you. We treat creative briefs as extremely confidential documents (we can also sign a non-disclosure agreement if you prefer) so you can be honest and clear around your strengths, weaknesses and development areas for the business you might want to pursue.
- Key messages: be clear what key messages you want to convey in the film. For example: “cost-effective”, “reliable”, “faster”, “simpler” etc
- What do you want the video to look like? If you don’t know this, then it’s ok to put in the brief that you are looking for a creative concept as part of the video production process. And anything to avoid (perhaps you don’t want humour, or certain things mentioned in the film?)
- Who is your video targeting? It could be internal, or consumers, or businesses.
- How much do you want to spend on this? This is really helpful and you can put a range in there, but it gives us an indication of the type of production, scale, crew sizes, actors fees etc. This means the overall proposal matches your proposed spend whilst also ensuring the key elements above are met.
- When do you need it by?
Essentially, we need the creative brief to touch on the following things – think, feel and do. So we will understand what you want the audience to think whilst watching your video, how the video should make them feel whilst watching it and what you want the audience to do after they’ve watched it. A good example of this is the new style of John Lewis Christmas adverts – who go for a “make em cry, make em buy” approach.