How to write a brief for your video project

Many people are daunted by the prospect of writing a video brief, especially for their first project, so this post is to help you do this quickly and easily to get the most out of a production: Purpose, People, Place, Particulars, and Price.

1. Purpose

Why are you making a video in the first place? Sometimes there is a simple answer if it’s a specific promotional video, but often it is more general, such as increasing online engagement. In this case, identifying the audience is key to defining the project purpose. Consider the people that you’re trying to capture the attention of, and what you want them to do once they’ve watched your video - visit your website, buy your product, share on social media.

2. People

Who is going to be in the video? This could range from a single subject, through talking-head interviews, to members of the public attending your event. By thinking about how these people will ensure your video achieves its purpose, you will be able to brief a videographer and those on camera about how the intended messages will reach your audience.

When filming members of the public at events, a release form is generally not necessary, as long as they are informed of the filming, and able to opt-out if desired.

3. Place

Where will filming take place? For some projects this will be limited to a specific venue, in which case it is important to gather information on the setting to prevent any surprises on the day. Ideally, your chosen production company will be able to visit ahead of shooting, but commonly this is not possible, in which case a few photos can provide a wealth of information. A videographer will be considering natural/artificial lighting, camera angles and accessibility.

In other cases, the shooting location is not yet defined, so the purpose of the video will again be key in determining a suitable setting.

4. Particulars

What are some specific features you want in your video? Most projects have a few key points that tie everything together, for example, a style you want to emulate, or a “hero shot” that sums everything up within one scene. When defining the Purpose, it is preferable to be more general, but when considering Particulars, it is your chance to list distinct ideas you have, or link to other work as reference materials.

5. Price

What is your budget? If you have an amount you want to spend, by sending this with the brief, you’ll get a response that will identify what is possible within that budget. You may be able to achieve more than you expected, such as additional edits, or reduce the cost by removing items that you don’t need.

However, if you’re still trying to establish how much your project will cost, ask for rates up front. A videographer’s list of day rates for planning, shooting and editing will allow you piece together a basic cost, and negotiate from there.

Find out more

Dan Waters runs Adarak, a Leeds-based provider of professional and affordable videography, photography and aerial footage. We’re here to help you turn your ideas, products, and case studies into something you’ll be proud to share.