In my experience of video production, a thoughtful, clear project brief is a precious, rare thing.
That’s not to dismiss clients who know what they want and can ‘see’ a hazy version of a film in their head, but often there is a communication deficit in the process of translation from the imagination to a concrete outline.
Briefs are the starting point for any creative, collaborative journey, and so many times they are sketchy at best or just a passing paragraph in an email.
Even briefs carefully written into tender documents often don’t match the needs expressed by assessors at a pitch.
It’s not easy to imagine and then write down a video, but the basics would be handy.
- Why is needed?
- Who is aimed at?
- Where will it be seen?
- When is it needed?
- Who is the point of contact?
- What are the expected outcomes?
Those commissioning videos rightly expect the video producer to bring advice and experience to the table. But without clear instructions and information there is always the risk of initial misunderstandings or later disappointments.
The brief is a vital start point in the client supplier communications journey and should be given the time and input it deserves.