Preparing a video project brief: Some guidance for clients

The starting point for any video production is a clear understanding of what the aspirations and intentions are for the project. In order to focus on the key issues, we have produced these questions that clients should consider as part of establishing a comprehensive brief.

Establish the basics

The five most important questions to consider are:
1. Who is the initiator of the project and whom will the message in the video ostensibly come from?
2. What is the key message or assertion to be made?
3. Who is the audience for the video and what is significant about this audience?
4. What are the circumstances surrounding this project, its background and context?
5. What response do you want to elicit from the audience through watching the video - what is it trying to achieve?

Aims & Objectives

What do you want the programme to achieve?
How does the video fit into a wider pattern of business goals?
Have you set any specific objectives for the project?
Who (eg management team, department or section) is the initiator of the project within the organisation and who will be identified as the initiator within the video?

Audience and Viewing Context

Who will the audience be? What do you know about them (beliefs, motives, preconceptions) that may be of relevance to the programme?
How will the finished programme be distributed? Will it be viewed by small or large groups, formally or informally?

Content and Messages

What is the central point that needs to be expressed in the programme?
What supporting topics and themes are relevant?
Are there any key locations that will need to be featured in the video?
Are there any key people who will need to be featured?

Production Style

Do you have any preconceptions about the kind of video you want, in terms of style and treatment?
Does the organisation have a style or culture that needs to be taken into account - such as informality, tradition, humour, etc.

The medium

Do you really need a video? Would any other medium be more appropriate to convey your message?
What are the characteristics of video that you feel make it relevant for this project?
Will the video be used in conjunction with other media - such as print support?
Will the video be used as part of a longer-term initiative or campaign?

Resources and Organisation

How much money is allocated to this project? Has a cost per audience member been projected?
Who is responsible within the organisation for advising and briefing the production company and who has the final say?
Have adequate resources been allocated in terms of people, finance and time to support the project?
What is the timescale and deadline for the project?

For further information on this topic, contact the Walnut Media on 08707 427070.