Prior preparation prevents poor performance and this perfectly applies to video production. At CMPNZ, before any camera starts rolling, we believe great videos are created through preparation, planning and communication. This guide below is designed to ensure that everyone involved in the video creation are aligned from the start of the production process. So, if you are thinking about commissioning a video read on. We look forward to receiving your wonderful brief!
1. Introduction:
Your Name & Company: Briefly tell us about you and your company. It's helpful to know who's reaching out and for what purpose.
Website: Provide a link to your website or perhaps provide alternative relevant online links for a deeper dive.
2. Objectives:
Purpose: Why are you commissioning this video? What is it for? Whether it is to onboard employees, broadcast your brand, market your product or any other goal, provide a clear reason.
3. Audience:
Audience Details: Who's the intended viewer? Provide as much detail as possible about the target audience.
Desired Reaction: What do you want them to feel, think, or do after watching?
4. Distribution Strategy:
Platforms: Where will the video be showcased or broadcast? Whether it's for a social media campaign, website hosting, television or film, be specific in how the deliverables will be circulated.
5. Core Message:
Key Points: What are the essential messages or points the video should convey? Think about the primary message and supporting messages.
6. Creative Direction:
Style Preference: Do you have a particular style in mind, documentary, dramatic, slice of life, live-action, non-fiction, imagined, or does it have a particular refined aesthetic? Share any inspirations or examples.
Specifics: Will the video include voice-over, actors, titles, motion graphics or animation? Will it be specifically branded? Is there a brand book, or style guide, are digital assets to be provided? Will music be supplied, composed or will it be purchased and the correct licensing needed to be obtained?
Must-haves & Must-nots: Highlight any specific elements that should be included or avoided.
7. Format:
Delivery Format: How should the video be delivered? Specify the particular formats and resolutions. For instance are there preferred aspect ratios? Or are their tighter broadcast specifications?
8. Budget:
Financial Range: Provide a ballpark figure or range for the video production. This helps in tailoring the production to fit within the budget and also aids in defining the size and scope of the production. It also helps us understand the expected production values. For instance a TikTok video shot on a mobile can be very different production to an advert for a luxury product in a luxurious location shot with a cinema-quality camera and a professional cast and crew.
9. Timescales:
Deadlines: Provide a clear timeline for the video production, from start to finish. How far along is the project now? Do you have a date and length of time for shooting in mind? Do you have an envisaged delivery date?
10. Agency Experience:
Expectations: Share what you're looking for in a video production agency and any past experiences that can guide the process.
11. Decision Making:
Chain of Command and roles: Outline who will be involved in making decisions throughout the production process. Define the key stakeholder's responsibilities in regard to the production of the video. This ensures clarity and efficiency.
