How to write a corporate video brief that actually works
The brief is the most important document in any corporate video project.
Not the script. Not the contract. Not the production plan.
The brief.
Because everything that comes after — the concept, the script, the shoot, the edit — depends on how clearly the company has defined what it wants to communicate, to whom, and why. A poorly written or incomplete brief isn't a problem that gets resolved later. It's a problem that multiplies at every stage of the project.
Lava Studios
What a corporate video brief is and what it's for
A brief is a document that explains to the production company what the business needs, why it needs it, and what the video must achieve. It's not a script — that comes later. It's the starting point that allows the production company to develop a relevant proposal and the client to evaluate whether that proposal actually responds to their real need.
A good brief serves three functions:
Aligns expectations from the start. When the company and the production company have the same understanding of the objective, the production process flows without surprises. When they don't, every stage generates adjustments that cost time and money.
Accelerates the proposal process. A production company that receives a clear brief can develop a relevant proposal in days. One that receives a vague brief needs multiple clarification meetings before being able to propose anything useful.
Serves as reference throughout the project. The brief is the document everyone returns to when there are questions about the approach, tone, or content of the video. A well-written brief reduces changes in post-production because content decisions were already defined from the start.
The 8 elements a corporate video brief must have
1. The video objective
Not "we want a video about the company." But the specific, measurable objective the video must accomplish.
Examples of well-defined objectives:
"We want the purchasing engineers at our clients in California to be able to see our manufacturing line before the supplier approval meeting."
"We want to reduce new operator onboarding time by documenting critical procedures on video."
"We want candidates applying for technical positions to arrive at the interview with realistic expectations about the work environment."
The test for whether the objective is well-defined: can you tell at the end whether the video accomplished it or not?
2. The specific audience
Not "our clients." But the specific profile of the person who is going to watch the video.
What to include:
Role or function: Is it a purchasing director? A quality engineer? A technical candidate?
Sector or industry: Do they work in aerospace manufacturing? In medical devices? In technology?
What they know and don't know about the company: Are they a potential client who has never heard of us? A new employee already in the onboarding process?
What matters to them: Price? Technical quality? Work culture?
The more specific the audience, the more effective the content.
3. The distribution channel
Where the video is going to live determines its format, duration, and in some cases its tone.
Questions to answer:
Is it going on the website? In which section?
Will it be shared on LinkedIn, Instagram, or YouTube?
Will it be presented in a room to a client or investor?
Will it be used at industrial trade shows or events?
Is it for internal use — onboarding, training?
A video for in-room presentation can run 4 minutes. The same content for LinkedIn shouldn't exceed 90 seconds. Defining the channel from the brief avoids producing a video that doesn't work in the context where it will be used.
4. The main message
A single sentence that summarizes what the viewer should think, feel, or know after watching the video.
Examples:
"This company has the technical capability and operational order to be a reliable supplier."
"Working here is a real technical challenge with genuine growth opportunities."
"Taking time to see this operation before the visit is worth it."
If you can't summarize the message in one sentence, the objective isn't clear yet.
5. The tone and style
How the video should feel — not just what it should say.
Common options in industrial corporate video:
Technical and direct: for engineering or procurement audiences who value precision over emotion
Institutional and formal: for presentations to investors, authorities, or high-level clients
Human and authentic: for recruitment or internal communication where emotional connection matters
Dynamic and modern: for brand positioning with younger audiences or in technology sectors
Visual references — videos from other companies or sectors you like aesthetically — are useful here even if they're not in the same sector.
6. Required elements and restrictions
What must appear in the video without exception — and what cannot appear under any circumstances.
Required elements may include:
Mention of specific certifications
Appearance of the CEO or a specific spokesperson
Showing a particular production line or process
Including client or employee testimonials
Restrictions may include:
Processes or areas that cannot be filmed due to confidentiality
Client names that cannot be mentioned
Products in development that must not appear on camera
Employees who do not want or cannot appear on video
7. The indicative budget
Many companies avoid mentioning the budget in the brief because they fear the production company will adjust its proposal to the maximum limit. That fear is understandable but counterproductive.
A production company that knows the budget can propose the best possible project within that range — with the right decisions about shoot days, crew size, and post-production level. A production company that doesn't know the budget may propose something that isn't viable, which generates a second round of proposals and delays the project.
You don't have to give an exact number. An indicative range — "we have between X and Y for this project" — is enough for the proposal to be relevant from the start.
8. The deadline and usage context
When the video needs to be ready and why that date matters.
"As soon as possible" isn't a useful deadline. "We need the video for the Expo Manufactura trade show in Monterrey on February 15" is — because it tells the production company how much time there is, and gives context about the use that affects format and content decisions.
If there are intermediate dates — progress presentations, internal approvals with deadlines — include those too.
Common mistakes when writing a corporate video brief
Describing the video instead of the objective. "We want a two-minute video with motivational music and aerial shots of the plant" describes the format, not the objective. A production company that receives that brief will produce exactly that — even if it's not what the company needs.
Audience that's too broad. "Our clients and the general public" is not an audience. A video that tries to speak to everyone ends up connecting with no one. If there are multiple audiences, consider multiple videos or versions.
Omitting restrictions. Confidentiality, access, or image restrictions aren't secondary details. They're critical information that determines what can be filmed and how the project must be approached. Discovering them during the shoot generates delays and additional costs.
Brief by committee. When the brief is written by three different departments without a single coordinator, the result is a contradictory document that reflects different agendas rather than a clear objective. Define who has the authority to decide what goes in the brief before writing it.
Confusing references with objectives. "We want something like the video from [Company X]" is a style reference, not an objective. References are useful — use them in the tone and style section — but they don't replace defining the objective and audience.
Corporate video brief template
This is the structure we use at Lava Studios with our clients. You can adapt it directly for your project:
CORPORATE VIDEO BRIEF
Company: _______________ Date: _______________ Responsible contact: _______________
1. Video objective What must this video achieve? How do we know if it accomplished its objective?
2. Audience Who is going to watch this video? Role, sector, what they know about the company, what matters to them.
3. Distribution channel Where will it be used? Website, LinkedIn, in-room presentation, trade show, internal use.
4. Main message In one sentence: what should the viewer think, feel, or know after watching the video?
5. Tone and style Technical? Institutional? Human? Dynamic? Visual references if available.
6. Required elements What must appear without exception?
7. Restrictions What cannot appear under any circumstances?
8. Indicative budget Approximate range available for the project.
9. Deadline When does it need to be ready? Why that date?
10. Additional information Any relevant context that helps better understand the project.
Frequently asked questions
Do I need to have the complete brief before contacting a production company?
No. A partial brief with at least the objective, audience, and deadline is enough for a first conversation. The production company can help you complete the rest during that meeting. What doesn't work is contacting a production company with no clarity about what you need — that generates generic proposals that don't serve as a useful starting point.
How long should the brief be?
An effective corporate video brief is between one and three pages. Longer isn't better — a ten-page brief that describes the video in detail but doesn't clearly define the objective and audience is less useful than a one-page one that answers the right questions.
Can I change the brief after the project starts?
Minor context changes or additional information are normal. Structural changes — a different objective, a distinct audience, a new distribution channel — after the concept is approved and the shoot is planned generate additional costs and delays. That's why it's important to invest time in the brief before signing any contract.
Can the production company help me write the brief?
Yes. An experienced production company can guide you through the right questions to develop a clear brief — especially if it's your first corporate video project. What it can't do is define the objective for you: that's the company's work.
Do you have a corporate video project in mind but don't know where to start?
At Lava Studios we help you develop the brief before quoting. Tell us what you need to communicate and let's talk.
