Onboarding
How to write a brief
A good brief is the single biggest lever on turnaround and revision count. The more specific you are up front, the fewer rounds it takes to get to a final.
The five things we always need
| Field | Why it matters |
|---|---|
| Product | What we are selling in the video |
| Audience | Who it speaks to |
| Hook | The first 2 seconds |
| Format | Aspect ratio and platform |
| References | One or two examples you like |
What slows a brief down
- Vague goals ("make it pop").
- No reference at all.
- Conflicting feedback from multiple stakeholders.