Skip to main content


Video has risen to become the king of the hill of content creation. It’s no wonder that businesses across various industries turn to us to create stunning animations, brand films, event highlights, live streams, and case study and testimonial films. But before we can work our magic, we need your vision. That’s where the video production brief comes into play. In this blog post, we’ll walk you through our tips for crafting a compelling video production brief that ensures your project shines.

MOTION3_Strategic Video Agency_Crafting Your Video Production Brief
MOTION3 Video Agency_Dom and Chris

First, let’s define a video production brief

First, let’s define a video production brief: A good video production brief is the blueprint that sets the stage for a successful collaboration. It’s a strategic document that serves as a roadmap, guiding every aspect of the video creation process. In essence, it’s the foundation upon which we build your vision. Like a well-structured recipe, it outlines the key ingredients – your goals, audience, budget, and brand’s unique identity.

At MOTION3, we view it as the essential tool that empowers us to craft videos that look impressive and align perfectly with your objectives. Your video brief is the strategic cornerstone of our partnership, and together, we’ll transform it into a masterpiece that captures your audience’s imagination.

Video production brief’s are usually written by:

  • Marketing Manager: Marketing managers often have a clear understanding of the company’s marketing goals and target audience, making them a natural choice to write the brief.
  • Brand Manager: Brand managers can provide insights into how the video should align with the company’s brand identity and messaging.
  • Project Managers: If the video is project-centric, project managers can provide the necessary details and objectives for the video.
  • Communications Director: Directors of communication can ensure that the video aligns with the company’s overall communication strategy.
  • Creative Director: A creative director can bring a creative vision to the brief and guide the agency on the desired look and feel of the video.
  • Founder or CEO: Founders or CEOs often have a deep understanding of the company’s mission and long-term goals, which can be valuable for crafting the brief.
  • Sales Team: Sales professionals can provide insights into the pain points and needs of the target audience and how the video can support sales efforts.
  • Content Writers: Content writers can contribute to creating a compelling narrative for the video and can help in scripting the content.
  • Digital Marketing Specialists: Digital marketing specialists can advise on where and how the video will be used, ensuring alignment with the digital marketing strategy.
  • Creative Agency: In some cases, the external agencies can collaborate with you to craft the brief, leveraging their expertise in video production.
  • Market Research Team: For data-driven briefs, the market research team can provide valuable information on market trends, customer preferences, and competitive analysis.
MOTION3_Video Agency_Navigate Learning Website
MOTION3_Video Agency_Navigate Learning Website

1. Know Your Purpose

Before you start drafting your brief, take a moment to clarify your project’s purpose. Are you aiming to increase brand awareness, engage your audience, explain a complex concept, or showcase a product? Understanding your objectives will guide every decision you make during the production process.

2. Define Your Target Audience

Knowing your audience is as essential as using the right spices in a recipe. Who are you trying to reach with your video? What are their preferences, pain points, and expectations? The more you know about your target audience, the better you can tailor your video to resonate with them.

3. Set Clear Objectives

Your video should have a purpose beyond mere aesthetics. Define clear, measurable objectives. Are you looking to increase sales, boost brand awareness, or educate your audience? Clear goals will guide the entire production process.

4. Identify Your Distribution Channels

Where your video will be watched is just as important as its content. Determine the platforms and channels where your audience is most active. A video tailored for YouTube may differ from one optimised for social media or your website.

5. Seek Inspiration And Examples

Gather examples of videos that inspire you. These can be from your industry or even outside of it. Sharing these examples with us helps to convey your vision and style preferences.

6. Set A Realistic Budget

It’s essential to establish a budget early in the process. Your budget will influence the scale and complexity of your video. Clearly defining your financial parameters ensures that your agency can develop a proposal that aligns with your resources


At MOTION3, we’re not just video creators; we’re your strategic video partners. We understand the power of video in transforming your brand, and we have the expertise to make it happen. Our strategic approach ensures that your video aligns with your goals and resonates with your target audience.

MOTION3_Strategic Video Agency_Oxfordshire Apprenticeship Awards 2023