A strong creative brief really makes the difference between a clear and happy time vs a lot of revisions and back and forth emails. A good brief is a guiding light, leading both the client and the video production team through the creative process. We’ve worked with plenty of client briefs over the years and here are some tips on how to make yours crystal! Here's our take on how:
What's in this blog:
1. Introduction and Background: Setting the Stage
Start at the beginning, give us a little info on you, your company and what you’re trying to achieve with the project. Describe the objectives, goals, and any relevant background information. Clearly outline the purpose of the video and what you hope to achieve.
The more information you give at the start the better the final film will be. This step sets the tone for the entire project and helps the video production team gain a deeper understanding of your vision and know which questions to ask.
2. Project Scope and Deliverables: Defining the Details
Get stuck into the details. Outline the specific deliverables expected from the video production process. Be detailed about the format, length, and any technical requirements. If you're not sure, communicate this to the team and they'll be able to offer their advice and collaboration. Will the video will be filmed, animated, or a combination of both? Are we working with branding, do you have brand guidelines? Yes? Send them on over. Specify the platforms where the video will be used, whether it's for social media, a website, a corporate presentation, or other outlets. The more the production company knows at the start, the better they can meet your needs!
3. Target Audience and Message: Knowing Your Viewers
One of the most crucial aspects of any video project is understanding the target audience. You know your audience and clients better than anyone, so add this in. Describe the demographics, interests, and preferences of the intended viewers. Clearly articulate the key message you want to convey and the emotions they want to evoke. This information will help our video production team tailor their creative approach to resonate with the audience.
4. Tone and Style: Crafting the Visual Language
Discuss the desired tone and style of the video. Is it meant to be serious and professional, fun and light-hearted, or something else entirely? Use descriptive language and provide visual references, if possible, to help the video production team grasp the aesthetic you're aiming for if you have a particular one in mind. From this, the filmmaking team should be able to decipher everything from colour palettes and typography to camera angles and pacing. If you're a partial to a mood board or have a couple of videos you like the style of, you can share these too.
5. Trust Your Chosen Professionals
Whilst giving the production team a clear outline of what you're looking for is crucially important, it's also vital to remember that you can rely on the skills and experience of the filmmaking team, too. Remember, they do this stuff for a living and know what they're talking about. You chose to work with them for a reason. Too many ideas can muddle a project and make the outcome feel confusing at times, so let them take some of the weight off.
6. Timeline and Deadlines: Mapping Out the Schedule
A successful video production project requires a well-defined timeline. A good production team should create a reliable schedule which plans the project milestones, from pre-production and scripting to filming and post-production. Specify any key dates and deadlines you have early on so the production team are aware and can schedule the work ahead accurately and in a timely manner.
7. Budget and Resources: Navigating Financial Waters
Be transparent about the budget allocated for the project. The fee covers not only the video production costs but also any additional expenses such as talent fees, location rentals, and post-production expenses. When choosing a production company to work for, ask them if there will be additional expenses. Do they outsource kit or already have it in-house? Do they need to hire additional team members?
8. Feedback and Approval Process: Keeping the Communication Flowing
Establish a clear process for providing feedback and obtaining approvals throughout the project. Define who the main point of contact will be on both sides and ask the production company how revisions will be handled early on in the project. A streamlined feedback process ensures that the project stays on track and aligns with your expectations. Keeping email threads neat and tidy with one or two points of contact means less confusing and mixed messages.
Conclusion: Empowering Creativity Through Collaboration
Crafting a comprehensive creative brief is the first step towards a successful video production journey. By providing a clear and detailed outline of your expectations and wants, you empower your video production team to bring your vision to life while ensuring that all parties are aligned throughout the process. A well-written creative brief is a powerful tool that nurtures collaboration and paves the way for captivating visual storytelling.
At Elastic Pie we love turning your client visions into compelling video narratives. With a strong foundation of shared vision and communication, we embark on a creative adventure that brings your ideas to the screen, capturing the hearts and minds of your target audience.
If you're looking for a video production team to help with your project, don't hesitate to reach out.
Email us at: info@elasticpie.com