Ask three production companies to quote “a short video for our brand” and you will likely get three very different prices. None of them are wrong. Each company has simply filled the gaps in your request with its own guesses. 

A clear video production brief removes those guesses. It tells the production team what you need, who it is for, and what success looks like. In return, you get a quote that reflects your actual project, fewer surprises later, and a smoother production from start to finish. 

This guide explains what a brief is, what to include, the mistakes to avoid, and how to write one step by step. At the end, you will find a simple template you can copy and fill in. 

What Is a Video Production Brief? 

A video production brief is a short document that describes the video you want before any planning begins. It usually runs one to two pages and covers your goals, audience, message, deliverables, timeline, and budget. 

A brief is not a script. You do not need to know what every scene will look like. That is the production team’s job. The brief simply gives them enough information to plan the right approach and price it accurately. 

What to Include in a Video Production Brief 

Every item below changes either the price or the plan. Leave one out and the production company has to guess it. 

Business goal 

Say what the video should achieve: more leads, product sales, brand awareness, or recruitment. The goal shapes the concept, the length, and how the story is told. 

Target audience 

Describe who will watch it, such as new customers, existing clients, or job seekers. A video for car enthusiasts looks very different from one for corporate buyers. 

Key message 

Write the one thing viewers should remember. If you list five messages, the video will struggle to land any of them. 

Video type and length 

Is it a commercial, a brand film, a product video, or event coverage? A 30-second ad and a 3-minute brand story need very different amounts of work. 

Platforms 

List where the video will run: TV, YouTube, your website, Instagram, or paid social ads. Each platform has its own format and length. 

Number of versions 

Most brands need more than one cut, such as a main film, 15-second ads, and vertical social clips. Extra versions add editing time, so include them in the brief. 

Style and references 

Share two or three videos you like and say what you like about them. References explain a look or tone faster than any description. 

Locations and people 

Note where you want to film and who will appear, whether actors, staff, customers, or products. More locations and more people mean more crew and planning. 

Deadline 

Give your launch date and any fixed events tied to it. A tight deadline can change the size of the crew and the cost. 

Budget range 

Share a realistic range, even a rough one. It lets the team suggest the best approach for what you can spend. 

Decisionmaker 

Name the person who will approve the script and the final cut. This keeps feedback clear and the schedule on track. 

If your project calls for planning, filming, and editing under one roof, a full-scale production service can take this brief and turn it into a complete production plan. 

Common Brief Mistakes That Throw Off a Quote 

Even a detailed brief can lead to a poor quote if it contains one of these mistakes: 

No budget range 

Without one, the production company must guess the scale. You may receive a premium proposal you cannot afford, or a basic one that falls short of your expectations. 

Vague goals 

 “Make it go viral” or “make it look amazing” gives the team nothing to plan around. Tie the video to a business result instead. 

Forgetting extra versions 

 Asking for social cuts after the quote is agreed adds cost and time. List every version you need from the start. 

Too many decisionmakers 

If five people approve the video separately, feedback rounds multiply. Name one person to collect and share notes. 

Changing the scope later 

A new scene or location after planning is finished means planning again. Keep the brief as complete as you can before you send it. 

How to Write a Video Brief, Step by Step 

You do not need to be a video expert to write a good brief. Follow these six steps: 

Start with the goal 

Write one sentence on what the video must achieve for your business. Everything else should support it. 

Gather input early 

Talk to the people who will approve the video before you write the brief, not after. Settle the message and priorities first. 

Collect references 

Save a few videos you like, from any industry, and note what stands out: the pacing, the music, the look, or the tone. 

List every deliverable 

Write down each version, length, and format you will need, including social and ad cuts. 

Work backwards from your deadline 

Most commercials take several weeks from the first call to the final cut. Our guide on how long it takes to make a commercial shows where that time goes. 

Keep it short 

 One or two pages is enough. A brief that is too long hides the important details. 

A Simple Video Production Brief Template 

Copy this template, fill in each line, and send it to the production companies you are considering. Short answers are fine. 

If you are unsure about a line, say so in the brief. A good production team will help you fill the gaps during the first conversation. 

A Better Brief Means a Better Video 

A video production brief takes an hour or two to write, but it shapes everything that follows. It leads to an accurate quote, a realistic schedule, and a final video that matches what you had in mind. 

The clearer your brief, the less the production team has to guess, and the more of your budget goes into what appears on screen. 

Have your brief ready, or need help putting one together? Contact us and share your project details. We will review your brief and come back with a plan and a quote that fits your goals.