How to brief an ad film in 5 steps
A good ad film brief answers five things: the one goal of the film, who it is for, the single message they should remember, where it will run and in which formats, and the practical details like timeline, budget range and must-haves. A clear one-page brief saves weeks of changes.
1. One goal
Decide what the film must do: launch a product, build trust, drive sales in a season, or change how people see your brand. One goal makes every creative decision easier.
2. One audience
Describe the person you want to reach as if they were a real customer: age, city, what they care about, and what they currently buy instead of you.
3. One message
Write the single thought people should remember after watching, in one line. If you need three lines, you have three films.
4. Where it will run
Social feeds, video platforms, TV, cinema or in-store screens all need different lengths and shapes. List them up front, for example a 30-second master with 15 and 6-second cut-downs, in both vertical and horizontal.
5. The practical details
- Launch date and when you need the first cut.
- A realistic budget range, so ideas match what can be made.
- Must-haves: product shots, logo, legal lines, languages.
- Two or three reference films you like, and one you don't.
- Who approves the script and the final film.
What to avoid
- Asking one film to say everything about your brand.
- Changing the goal after the script is approved.
- Too many approvers. Keep it to one or two decision makers.
Tell us about your brand and we'll suggest one clear plan.
