Checklists & briefs
Writing a commercial video brief that survives stakeholder review
Briefs fail when they try to be clever instead of clear. These sections keep projects aligned through marketing, legal, and leadership review—without ballooning into slide decks.
Audience and outcome
State who the piece is for and what decision or emotion should follow viewing. If there are multiple audiences, rank them.
Distribution and versions
List channels and aspect ratios early. It changes capture and editorial strategy more than most teams expect.
Approvals
Name approvers and expected turnaround. “Legal will look at it” is not a timeline.
Brand and restrictions
Fonts, supers, music policy, and topics that are off-limits should be explicit—especially for institutional clients.
Photography
Supporting stills—optional context for this article.
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Photography
Article imagery — database
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