A poorly constructed brief is the most expensive mistake a business looking for video production can make.
When hiring a video agency, the brief isn’t just a set of instructions; it is your insurance policy. It ensures that the final product doesn’t just look good, but actually solves the specific business problem you are facing.
At Cuecut, we bring over 20 years of experienced reliability to every project—from producing content for multinational brands such as Bank of America, BP and Hilton along with our team creating content for the UK Prime Minister at No.10 Downing Street to navigating the complex communications of the NHS. We’ve seen that the most successful, broadcast quality results always start with a clear, strategic foundation.
Here is our step-by-step guide to writing a video production brief video that gets results.
1. Define the Problem, Not Just the Product
Most briefs start by saying, “We need a two-minute video.” Instead, start with the hurdle you need to clear.
- The Problem: “Our technical stakeholders are struggling to grasp our new service model.”
- The Solution: “An experienced agency will suggest a broadcast quality explainer that simplifies that complexity.”
2. The Audience: Who is the Viewer?
“Everyone” is a recipe for a generic film. Be specific. Are you talking to C-suite executives in the City, or busy frontline healthcare workers?
- What is their current mindset? (Skeptical? Overwhelmed? Unaware?)
- What is the goal? (A click, a signature, or a change in perception?)
3. The Key Message (The “One Thing”)
If your viewer only remembers one sentence after the screen goes black, what should it be? Focus on one pivotal message to ensure maximum impact.
The Cuecut 5-Minute Briefing Template
Copy and paste this into your project document to streamline your process:
- Project Name:
- The Problem we are solving:
- Target Audience:
- The Single Key Message:
- Tone of Voice: (e.g., Authoritative, Sincere, High-Energy)
- Logistics: (Deadline, Locations, Required Durations)
- Estimated Budget Range: —
4. Logistics and “The Non-Negotiables”
To provide an accurate video production quote, an agency needs the “rules of the road”:
- Deadline: When is the absolute “go-live” date?
- Location: Is this London-based or part of a UK-wide requirement?
- Budget: Being transparent about your budget allows an experienced agency like Cuecut to scale our production value to give you the best possible ROI.
5. Why the Agency Pedigree Matters
When hiring a video agency, you aren’t just buying a camera crew; you are buying a “safe pair of hands.” At Cuecut, our 20 years of experience means we handle the heavy lifting, the creative problem-solving, and the technical precision required for broadcast quality output.
1. Define the Problem, Not Just the Product
Most briefs start by saying, “We need a two-minute video.” Instead, start with the hurdle you need to clear.
- The Problem: “Our technical stakeholders are struggling to grasp our new service model.”
- The Solution: “An experienced agency will suggest a broadcast quality explainer that simplifies that complexity.”
2. The Audience: Who is the Viewer?
“Everyone” is a recipe for a generic film. Be specific. Are you talking to C-suite executives in the City, or busy frontline healthcare workers?
- What is their current mindset? (Skeptical? Overwhelmed? Unaware?)
- What is the goal? (A click, a signature, or a change in perception?)
3. The Key Message (The “One Thing”)
If your viewer only remembers one sentence after the screen goes black, what should it be? Focus on one pivotal message to ensure maximum impact.
The Cuecut 5-Minute Briefing Template
Copy and paste this into your project document to streamline your process:
- Project Name:
- The Problem we are solving:
- Target Audience:
- The Single Key Message:
- Tone of Voice: (e.g., Authoritative, Sincere, High-Energy)
- Logistics: (Deadline, Locations, Required Durations)
- Estimated Budget Range: —
4. Logistics and “The Non-Negotiables”
To provide an accurate video production quote, an agency needs the “rules of the road”:
- Deadline: When is the absolute “go-live” date?
- Location: Is this London-based or part of a UK-wide requirement?
- Budget: Being transparent about your budget allows an experienced agency like Cuecut to scale our production value to give you the best possible ROI.
5. Why the Agency Pedigree Matters
When hiring a video agency, you aren’t just buying a camera crew; you are buying a “safe pair of hands.” At Cuecut, our 20 years of experience means we handle the heavy lifting, the creative problem-solving, and the technical precision required for broadcast quality output.
About Cuecut
Cuecut is a London-based video production agency with a 20-year history of excellence. Founded by a specialist with two decades of broadcast-quality content who has produced digital content for No.10 Downing Street, we provide broadcast quality video production and strategic video infrastructure for the Healthcare, Property, Finance, and Government.
