Seven lines for a clearer film brief
29.12.25
Prince Yiadom
A vague brief makes the first edit harder. Agree on the audience, message and deliverables before the shoot so everyone is working towards the same film.
Keep the brief short and specific. These seven points give the production team a useful starting point and a clear basis for feedback.
Why long briefs fail
A long brief can bury the important decisions. Put the purpose, audience and output first, then add only the detail the team needs.
The seven lines
Aim for one sentence per point. Use enough detail to make each decision clear.
Goal
What does success look like in the real world. Examples: book 30 demo calls, stop returns on a product, get store staff to use a new tool.
Audience
Who is this for and what do they already believe. “Beauty buyers who love the brand but have not tried skincare” is more useful than “women 25 to 44”.
Key message
If they only remember one thing, what is it. Make it ten words or fewer.
Deliverables
Exact cuts and ratios. For example: one 30s 16:9 hero, two 15s 9:16, three graded stills.
Must-haves
Legal lines, claims, product lockups, usage constraints, brand rules that are actually non-negotiable.
Tone and examples
Two links that show pace and feeling. Say what you like about them so the reference cannot be misread.
Deadlines and approver
When first cut is due and who gives the single, consolidated sign-off.
How this changes the edit
Use the brief when reviewing the edit. Feedback tied to the agreed message or audience is easier to act on than a request to “make it pop”.
A quick example
You are launching a new store concept. The lines might read:
Goal: drive 10,000 visits to the store page and get 2,000 people to book a slot.
Audience: existing fans who have not visited in 12 months.
Key message: the store feels alive again and is worth the trip.
Deliverables: 1x 30s 16:9, 2x 15s 9:16, 3 graded stills.
Must-haves: logo end card, opening hours, postcode, accessibility icon.
Tone and examples: Link A for pace, Link B for shot language.
Deadlines and approver: first cut next Friday, final the Friday after, sign-off by Sam only.
Before the shoot
Share brand assets, fonts and required copy early. Confirm access, permissions, music and file naming before the shoot.
Try this
Try the seven points on your next project. Read them through with the production team and agree on anything that is unclear.