How to write a useful brief for an AI video campaign
The questions, assets and decisions that help a production team turn a broad request into a focused campaign.
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Explain the business moment
Start with why the video is needed now. You might be introducing a product, explaining a new offer or helping an existing audience understand a different use case. Describe the situation in ordinary language.
Then identify the primary viewer. Their role, awareness and immediate problem are more useful than a broad description such as everyone interested in technology. Give the creative team a person and a decision to write for.
Write the message and the proof separately
The message is what you want the audience to take away. The proof is what allows you to say it. A feature demonstration, an approved customer quotation or a documented result can each support a different kind of claim.
Supply the underlying material and note any limits on its use. Avoid making a rough example look like a real customer result. If the evidence is not ready, the brief should say so before the script relies on it.
List deliverables by placement
Name the channels, aspect ratios, approximate durations, language versions and caption needs. Identify whether each deliverable needs a different opening or a genuinely different story.
A vertical social edit and a website film may share production assets, but their pacing and text treatment can differ. Listing the placements early gives the team room to compose shots that can adapt without awkward crops.
Provide the assets that protect accuracy
Include approved logos, brand colours, typography, product photographs, packaging references and current interface screens. Explain which parts of the product must be shown exactly as supplied.
Add references with a sentence about what you like in each: the lighting, the rhythm, the humour or the clarity. A reference is easier to interpret when the team knows which quality matters.
Set the review process before production
Name the person who consolidates feedback and the person who approves the final version. Agree on review points for the script, visual direction, rough cut and delivery.
A useful closing checklist is simple: audience, objective, message, proof, assets, formats, deadline and approver. These decisions make creative exploration more focused and help keep revisions tied to the original purpose.
