Production briefs in many enterprises share a common pattern: they are simultaneously too long (containing context that does not affect production decisions) and too vague (omitting specifications that determine cost and timeline). The result is a document that requires multiple clarification cycles before the production team can quote accurately. This piece outlines a brief structure of eight required sections, each with a defined purpose and a maximum length.
Section 1: The single decision the video must drive
Length: Two to three sentences. Purpose: States the commercial outcome the production is intended to support. This determines tone, length, distribution channel, and success metrics. Examples that are sufficiently specific: "Increase qualified investor meetings booked after the Q2 roadshow," "Reduce onboarding time for new finance team hires from 6 weeks to 4 weeks." Examples that are insufficient: "Build brand awareness," "Modernise our image."
Section 2: Target audience and viewing context
Length: Three to five bullet points. Purpose: Identifies who must watch the video and where they will watch it. Include: role and seniority, the platform on which they will see it (homepage, LinkedIn, internal SharePoint, boardroom screen), and the typical viewing context (sound on/off, mobile/desktop, alone or in group). These determine subtitle requirements, runtime, and aspect ratios.
Section 3: Deliverables specification
Length: Itemised list. Purpose: Specifies every output format the production must deliver. For each deliverable, state: aspect ratio (16:9, 9:16, 1:1, 4:5), duration (90s, 60s, 30s, 15s), subtitle requirement (Arabic, English, both, none), and file format (ProRes master, H.264 web, social-platform native). A production brief without an itemised deliverables list cannot be quoted accurately.
Section 4: Brand and tone parameters
Length: Brand guidelines reference plus one paragraph. Purpose: Provides the boundaries of brand expression. Reference the existing brand guidelines (logo usage, colour palette, typography) and add a paragraph describing the tone for this specific piece — formal, conversational, urgent, reflective. Include three reference videos (links to existing work from any source) that the team should consider as tonal anchors.
Section 5: Content requirements
Length: Structured list of mandatory and optional elements. Purpose: States what must appear in the video and what is left to creative discretion. Mandatory elements typically include: specific spokespersons, named products or services, locations (if required by the message), specific data or claims that must be communicated, and any legal or compliance disclaimers. Mark each element as mandatory or preferred.
Section 6: Constraints and exclusions
Length: Bulleted list. Purpose: Identifies what cannot appear or cannot be filmed. Examples: customer logos that cannot be shown without separate permission, competitor references, claims requiring legal review, specific employees who cannot appear on camera, location restrictions (security-sensitive facilities). Identifying constraints up front prevents revision cycles after the rough cut.
Section 7: Timeline and decision-maker map
Length: Dated milestone list plus contact roster. Purpose: States the absolute delivery date, working backwards to identify decision points: script approval, casting approval, location approval, rough cut approval, fine cut approval, final approval. For each approval, name the person who decides and the maximum turnaround time they can commit to. Productions slip when this map is undefined.
Section 8: Budget and approval boundaries
Length: One to two sentences. Purpose: States the budget ceiling and the threshold above which a separate approval is required. Production companies need this number to scope quotes appropriately. Briefs without a stated budget produce either over-quoted proposals (provider assumes the largest plausible budget) or under-quoted ones (provider undercuts to win, then re-negotiates).
Format and delivery of the brief
A complete brief built against these eight sections runs three to five pages. Longer briefs typically include context that does not affect production decisions. Shorter briefs typically omit one or more sections. Deliver the brief in writing (not as a verbal briefing) and confirm receipt and questions in writing before the production team commits to a quote.
For procurement teams looking for a worked example, see the partner-selection framework on the Knowledge Hub and contact Darb's Riyadh production team for sample briefs that follow this structure.
