Start with the job of the film
A useful brief says what viewers should understand or do after watching. Separate the core message from secondary product details, and name the audience and channels before discussing cameras or visual style.
Choose the output formats
Ask for the aspect ratios, durations, languages and cut-downs you actually need. A hero film, six-second social edit and vertical product clip may share a shoot but require different compositions and edit decisions.
Plan the production inputs
Identify product samples, locations, people, scripts, brand guidelines, legal approvals and any existing footage. If a product is not ready to film, CGI or a hybrid approach may be worth evaluating.
Make approvals clear
Name the person who signs off concept, script, edit and final delivery. Agree review rounds and the point after which changes affect cost or schedule.
Specify the handover
List master files, caption files, still frames, music rights, source files if needed and any platform-specific exports. Confirm usage territories and duration in the production agreement.