Video - 5 Tips to Writing Your Successful Creative Brief
If your business needs a video, then the key to success starts at the beginning with a thorough and well-thought-out creative brief
So, what is a creative brief? It’s quite simply a document that explains the ins and outs of your project for your creative team, agency, or designer who’ll be working with you. Think of it as a blueprint.
Now it can take a bit of time to develop a great creative brief, but in the long run we promise it will be worth it. Here are 5 tips to help you on your way:
1. The essentials
The first thing you need to get across when writing a successful brief is what this piece of content is. Is it an advert? A mission statement? A testimonial?
Your creative team will need to know all the basic info first too: how long it needs to be, if it is an animation, live-action video or a mix, will it have sound, what is the tone where it will be shown and the target audience.
2. The message
It’s important that the message you are trying to convey through the content is clear from the offset. This will keep it focused and on point every step of the way.
Useful questions to ask yourself are:
- What must the content say?
- What is at the heart of the film?
- What do you want the viewer to feel?
- What is th key takeaway from the video?
3. The content
Be clear about what the content should consist of and, if facts and stats are important, make sure these are given early and accurately.
- What is the main information you want to get across?
- At what point in the video do you want the key message? Do you want to build up to it or open with it?
- List your mandatory requirements and what info must be given in the film? Examples are features, interviews and quotes, sounds and music, animations stats, logos, small print and url’s.
4. The style
All the other elements should come together in a style that stays true to your company ethos and your customers. Use references you’ve found in the world around you. Whether it’s a YouTube clip or a still frame from something you’ve seen that you think is a good starting point. There’s no such thing as too much info at this point. Formal? Informal? Upbeat? Documentary?
5. Your expectations
Be really clear with your creative team on what you are expecting from the content. This will help them understand what they need to deliver.
It could even be a list of points/shots you need to cover in the content.
The more you can list your needs and expectations, the better equipped your creative team will be for producing the desired content. We are well-versed in working with clients from the outset, partnering or leading the conversation to achieve a clear brief that shapes and guides the creative process.
Last updated 17th April 2024