by filmpunksHow to Write a Killer Film Brief That Actually Helps
We’ve received briefs of all shapes and sizes over the last 12 years, working with brands directly and alongside agencies. No two are ever the same. Some are scribbled on the back of a cigarette packet, while others read like an entire brand encyclopedia. But the best ones strike a balance and are clear, informative, and to the point.
Here’s how to make yours work:
1. Start with the Basics
No one knows your brand better than you pretend im a 5 year old give me a short overview at the top what your business does, who your audience is. This helps everyone get aligned fast.
2. The Brief is a Starting Point, Not a Script
It doesn’t need to be fully formed, but it should have enough detail to avoid confusion. Think of it as the foundation for collaboration, not the final storyboard. What’s the one key message this film needs to communicate? Trying to fit in too much weakens the impact. Keep it focused.
3. Define the Goal
Are we driving sales, increasing brand awareness, or launching a new product? A clear objective makes for a stronger creative direction.
4. Know Your Audience
Who are we talking to? Be specific about age, interests, and pain points. The better we understand them, the more engaging the content will be.
5. Where Is It Going?
TV? Social? Website? Each platform has different requirements. A 60-second hero film might work for your homepage, but you’ll likely need cutdowns for Instagram, LinkedIn, or TikTok. Let’s plan for the right formats from the start.
6. Tone, Style & References
Should it be punchy and fun? Cinematic and emotive? Providing tone guidelines and reference videos gives us a head start in crafting the right visual language.
7. Budget & Timeline
This doesn’t mean locking everything down before we chat, but having a ballpark figure and deadline ensures expectations are realistic from day one.
8. Cutdowns & Supporting Content
Do you need shorter edits, teaser clips, or behind-the-scenes content? Thinking about this early makes sure we capture everything you need in one go.
9. What’s the Call to Action?
What do you want viewers to do after watching? Click a link? Buy a product? Follow your brand? The clearer the CTA, the better the results.
A strong brief doesn’t need to be long, it just needs to be clear. Get the essentials right, and the rest will flow.