The questions of a production brief
| Question | Why it matters |
|---|---|
| What should the viewer do or feel after watching? | One goal. It decides the script and the length. |
| Who is the audience? | Tone, language, references, subtitles |
| Where will the video be shown? | Formats, aspect ratios and durations to deliver |
| What is the key message, in one sentence? | If it takes three sentences, the film is not ready to be written |
| What must appear or be said? | Products, people, legal mentions, brand rules |
| Which examples do you like, and why? | Shared references save rounds of feedback |
| Who approves, and at which steps? | Names, not departments; number of revision rounds |
| What is the deadline, and what drives it? | A launch date is firm; a preference is not |
| What is the budget range? | It decides crew size, days and locations |
| What exists already? | Logos, footage, music rights, brand guidelines |
| Deliverables | Exact list of files, versions and languages |
Turning the brief into a production
A signed brief is the first document of a production. From it come the proposal, the schedule and the list of deliverables. Keep it where the team works, so the editor who joins in week four reads the same goal the client approved in week one.
In CrewDesk a new production starts in the Development stage with its client, its dates and its brief attached. Approval steps become tasks with a name and a date, which is how you find out early that the client's director is away the week you planned to lock the edit.
Three clauses worth writing down
- Revision rounds. How many are included, and what counts as a round.
- One voice. The client gathers its feedback and sends it once per round.
- What changes the price. Extra shoot days, new deliverables, changes after picture lock.