A brand film brief does not need to be a long document. It needs to make the important decisions clear. Who is watching? What do they need to understand? Where will they see it? What should happen after they watch?

Those answers give the film a direction before a camera is set up. A beautiful sequence of images can still leave someone unsure what the business does or why it matters to them.

Choose one main viewer

'A film for everyone' makes it difficult to decide what to include. A prospective customer, a new employee and an existing partner may need different information.

Describe the main viewer in ordinary language. For example: someone considering your service for the first time, who knows the problem but has not met your team. Then write down the one thing that person needs to believe or understand by the end.

Secondary uses can still be part of the project. They should not make the main film carry every possible message at once.

Turn the message into a visible story

If the message is 'we take care with the details', what could the audience actually see or hear? Perhaps a person explaining a decision, a process shown clearly, or a small moment of attention that would otherwise go unnoticed.

Specific actions are more useful than broad words such as quality, passion or innovation on their own. If someone will speak on camera, prepare topics and examples rather than expecting them to remember a polished script word for word.

A practical interview prompt is: 'Can you show me a recent decision that changed the result?' It gives the conversation something concrete to explore, without inventing a testimonial or claiming a result you cannot support.

Decide the viewing context early

A website film, an event screen and a social post create different viewing conditions. Will people have sound? Does the film need captions? Will you need vertical edits as well as a widescreen version?

Agree on the main format, the approximate length and any additional versions before filming. A shorter edit may need different opening images and a different structure. It is not always a simple crop of the main film. Read more about vertical and horizontal video planning.

Make the production boundaries clear

The brief should identify locations, people, access, available time and anything that cannot be shown. Include the review process: who gives feedback, how it is collected and what needs approval.

Discuss the intended use of music, footage and on-camera contributions with the filmmaker. Confirm what is included in the agreement instead of assuming every asset or version can be used in every context.

Use this short brief template

  • Audience: who will watch first?
  • Message: what is the one thing they should remember?
  • Evidence: what can we genuinely show or explain?
  • Placement: where will the film appear, with or without sound?
  • Versions: which lengths, shapes and caption options are needed?
  • Practicalities: people, locations, timing, review and budget range.
  • Next step: what should the viewer do afterwards?

I am interested in stories with people at their centre. A clear brief leaves more room to notice the real moments that make a film feel human. Explore my films or send me the outline of your idea.