Start with the job, not the shot list
Most briefs jump straight into locations and talent. Start with the outcome instead: what should a viewer believe or do after the film? Launch interest, trust for a fintech product, or a clean demo request — name one primary job.
When the job is clear, every later decision (length, channel, tone) gets easier for the production team.
Give audience, offer and proof in one page
Include who the film is for, what you are offering, and the proof you can show on camera — product UI, packaging, founder, customer environment. If legal must approve claims, say so early.
Attach brand assets: logo files, type, colour, and two or three reference films (with notes on what you like about each).
Define must-have deliverables up front
List formats you actually need: hero film, 15s/30s cutdowns, vertical Reels, end cards. Ambiguity here is how budgets slip.
Agree who owns music licensing, voiceover and final file delivery. Put it in the brief so it does not become a surprise on the last week.