How to write the perfect video brief

Get your moving image project off to a flying start with our quick-start guide and free template.


Writing the perfect video brief is easy. Here’s a quick-start guide with independent and actionable advice, plus a downloadable template to help set your moving image project on the road to success.

Moving Image makes connections between commissioners and producers, so we’ve seen the good, the bad and the ugly when it comes to project briefs. We’ve also asked industry leaders to contribute their ideal essentials.

What’s more, we are not trying to sell you video production, so our template comes with no strings attached.

Get started quickly with this article. You can download the full guide, invaluable tips from experts and the free template by clicking the button below. If you’re having trouble with the download, click here and we’ll email your copy.

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Video brief essentials

The key to a successful moving image project is clear and purposeful communication between budget holder and producer. The cornerstone is the brief.

The perfect brief translates your business objective into a cost-effective production that meets and surpasses expectations.

In a nutshell, it will focus what you’re doing and why you’re doing it. It might even make you consider if you should be doing it at all.

Clarity, brevity and vision are at the heart of the five essentials:

• Business objective
• Target audience
• Core message
• Budget
• Schedule

Business objective

What is the business objective of your video project? Is there a specific goal? What change in behaviour do you want to create? Is it internal communication of business values? Or something more targeted, such as induction, learning or supporting a pitch?

Think about why moving image is a better way to communicate your intentions than other media. Think reach, engagement and take-home message. Doing this now will mean you can measure success with the right metrics in place from the start.

Target audience

When it comes to pinning down your target audience, be clear and avoid any vague descriptors that don’t really communicate anything. Drill down into the demographic you want to reach and engage, and share that detail. Good producers will know exactly how to tap into the intended audience.

Core message

The most important aspect of your brief is the core message you want to communicate. Think about the W questions of your project to communicate the emotional and behavioural change that you want to bring about:

• What do you want to say?
• Who you want to reach?
• Why now?
• Why should your viewer give their time to watch it?


Be clear about the budget you have. Trying to avoid what might feel like a difficult conversation only results in muddy waters. You can go high end or low budget – and everything in between. Trust the company you choose to deliver your investment. If you’re not sure you can trust them, find a different partner.


Everybody needs a good deadline. Hard deadlines need to be clear. Is there a looming event where the film must be screened? A campaign launch? An awards submission deadline? Make sure everybody concerned knows exactly how long they have.

Now you’ve got the essentials, you can save time by using our free template and 10 tips from comms professionals and producers. Just click the button, or get your copy emailed here.

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A big thank you to BP, Oracle, Plastic Pictures, Quite Frankly, The Edge and Zing Productions for their input.

Not sure how to make your film shoot GDPR compliant? We’ve got you covered with the Moving Image guide to GDPR.