How to brief a production house

Lalit VermaFounder, Studiozz Entertainment · Delhi NCR · October 2026

The short answer

A good brief tells the production house what the video must achieve, who it is for, the one message to get across, where it will be posted, your deadline and your budget range. Add a few reference videos you like, your brand assets, and the name of the person who approves the final cut. Half a page is enough.

The brief is the cheapest part of any video, and the one that most decides how it turns out. A clear brief gets you an accurate quote, a better idea and fewer rounds of changes. A vague one leads to guesswork, and guesswork costs time and money.

The ten things to include

  1. The goal. What should happen after people watch? More walk-ins, more orders, more followers, more trust? Pick one main goal.
  2. The audience. Who are you talking to? Age, area, what they care about. "Everyone" is not an audience.
  3. The one message. If viewers remember only one thing, what should it be?
  4. Where it will be posted. Instagram, YouTube, WhatsApp, TV, screens in store. This decides the format, length and shape of the video.
  5. Length and number of videos. One 30 second ad, or a set of short reels? If you are not sure, say so and ask for advice.
  6. Deadline. The date you need the final video, and any fixed dates such as a launch or a festival.
  7. Budget range. Even a rough range helps. It lets the team suggest the best idea you can afford, instead of quoting for something you cannot use.
  8. References. Two or three videos you like, and one you do not, with a line on why.
  9. Brand assets and must-haves. Logo, colours, fonts, product names, offers, legal lines, anything that must appear.
  10. Who approves. The one person who gives final sign-off. Too many approvers is the most common cause of delays.

A brief you can copy

Brand / business: What we are promoting: Goal (what should viewers do next): Audience: The one message: Where it will be posted: Number and length of videos: Deadline (and any fixed dates): Budget range: Reference videos we like (and why): Must-haves (logo, offer, legal lines): Final approver:

Common mistakes to avoid

  • Too many messages. A 30 second video can carry one idea well. Three ideas get lost.
  • No budget range. Without one, quotes are guesses, and the first idea may not fit.
  • Deciding the platform at the end. A video shot horizontal for YouTube needs extra work to become a vertical reel. Decide up front.
  • Changing approvers mid-way. A new person seeing the edit for the first time often restarts the discussion.

Questions

What should a video brief include?

The goal, the audience, the one key message, where the video will be posted, the length and number of videos, the deadline, a budget range, reference videos, brand assets and must-haves, and the name of the final approver.

How long should a brief be?

Half a page to one page. A short, clear brief is better than a long one. The production house will ask follow-up questions on a call.

Should I share my budget with a production house?

Yes, at least a range. It lets the team suggest the best idea within what you can spend, and gets you an accurate quote faster.

Ready to brief us?