Brief for a Brief Document
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Section One: The Big picture
How many videos (final deliverables) are you looking to produce? (If you are producing more than one video it may be helpful to complete this form for each one).
Is this video part of a campaign?
If YES, do you have a core brand or campaign specific message?
Who is your target audience? What do they like or dislike? Any other insight?
What challenges / problem does the video address for you or for your target audience?
What specific outcome do you want to achieve by creating the video?
How long do you want the video to be?
section two: The story (narrative and visual)
What is the story you want to tell in two sentences or less?
What are the core elements of your story / your core messages?
What tone of voice are you going for? Include any references you like.
What visual style are you going for? Include any references you like.
What do you want your audience to 'think,' 'feel,' and 'do' at the end of the video?
Section 3: Challenges
What are you NOT?
Are there any challenges or misconceptions we need to address?
Section 4: distribution and success criteria
What is your distribution plan for the video? Which platform will it be posted to and how can you leverage existing partners or networks to extend its reach?
How will you measure the success of the project?