Project overview
- Project name: ____________
- Client / brand: ____________
- Project owner (client side): ____________
- Producer / agency contact: ____________
- Brief date: ____________
Objective
What should this video achieve? One measurable goal is better than three vague ones (e.g. “drive sign-ups for the spring launch from paid social”).
Audience
- Who is watching?: ____________
- What do they know or believe today?: ____________
- What should they think, feel or do after watching?: ____________
Key message
The single thing viewers must remember, in one sentence. Add up to three supporting points.
Deliverables
- Master video: length, resolution, frame rate: ____________
- Cut-downs: lengths (e.g. 30s, 15s, 6s): ____________
- Aspect ratios per platform (16:9, 9:16, 1:1, 4:5): ____________
- Captions / subtitles: languages, burned in or sidecar files: ____________
- Stills, thumbnails or GIFs: ____________
- File formats and delivery location: ____________
Tone and references
- Three words for the tone: ____________
- Reference videos (links) and what to take from each: ____________
- What to avoid: ____________
Mandatories
- Logo and end card rules: ____________
- Legal lines and disclaimers: ____________
- Brand fonts and colours: ____________
- Music licensing requirements: ____________
- Accessibility requirements: ____________
Budget and timeline
- Budget range: ____________
- Shoot date(s): ____________
- First cut date: ____________
- Final delivery date: ____________
- Launch / publish date: ____________
Review and approval
- Who gives feedback: ____________
- Who has final approval: ____________
- Number of revision rounds included: ____________
- Feedback turnaround time per round: ____________
- Where feedback is collected (one review link per version): ____________
Distribution
- Channels and placements: ____________
- Paid or organic: ____________
- Safe zones to respect (e.g. Reels, TikTok, Stories): ____________