Video · DOCX

Brief for video 2026

Brief for an advertising video, product video and shooting for social networks. A separate block about rights and restrictions: music, consent of people in the frame, erid and industry prohibitions - the most expensive mistakes in video are organizational, not creative.

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the most expensive mistakes in video are organizational ones

A bad script gets rewritten. Unsuccessful installation will be reinstalled. And here is the track without licenses, missing consent of the person in the frame or not received erid means, that the finished video cannot be published and will have to be re-shot in its entirety.

Therefore, this brief contains a separate “Rights and Restrictions” block of four questions. It is filled out before filming, not after editing.

Send us your file and I’ll tell you where it breaks.

Tell me the location and purpose of the video - I’ll tell you the timing and frame format, these are the two points that are most often mistaken.

what's inside

  • Video task - set, viewer action, timing, frame format.
  • Contents - what is it about in one sentence, what is obligatory, what should not be.
  • Production — filming, animation or editing; actors, location, voice.
  • Rights and restrictions — music, consents, labeling, industry prohibitions.
  • Materials and style — brand book, references, subtitles.
  • Organization — deadline, budget, who accepts the work.

Why is the site the first question?

Almost the entire technical part follows from the site: length, frame format, whether subtitles, where the safe margin under the interface is located. An idea conceived before choosing a site, it usually doesn’t fit into it - and it has to be adapted, rather than redo.

Hence the rule of thumb: first “where”, then “what”. The reverse order is worth one retake.

lies nearby

The visual part is consistent through design brief. If the video is part campaign, the budget for it falls as a line in media plan. Analysis of formats and what working in video now, - in article about video marketing.

Frequently asked questions
What should be in the brief for a video?
The task and placement site, content with mandatory elements, type of production, block of rights and restrictions, materials and references, organization with deadlines and acceptance. The rights block is most often missed, and it is also the one that most often disrupts publication.
What timing should I choose for my commercial?
The length follows from the platform, and not from the volume of what you want to say. Therefore, the first question in the brief is where the video will be placed, and only then the timing.
Who is responsible for the rights to the music in the video?
This is recorded in the brief before the shooting. Using a track without a license leads to blocking of the video or the entire account, and it is usually impossible to restore the publication retroactively.
Do you need the consent of people in the frame?
Yes, written, including company employees. A verbal agreement stops working the moment a person leaves the company or changes his mind, and the video is already on the air.
Do you need subtitles in a promotional video?
It’s practically mandatory for social networks: a significant part of the audience watches without sound. They need to be planned together with the script, so that the text in the frame does not overlap what is important and keeps pace.
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