Briefing a brand film: when moving image is worth it
A short film can carry a brand further than any photograph. It can also absorb a season’s budget and end up as a loop on a home page nobody watches. The difference is usually the brief.
Decide what the film is for
Write one sentence: who should see this film, where, and what they should feel or do afterwards. A launch film for a new product, a film for a hotel opening and a series for social channels are three different productions, even if they share a location.
Write for the screen it will be seen on
- Social. Vertical, short and readable without sound, with the idea clear in the first two seconds.
- Website. Quiet, slow, usually silent and light enough to load on a phone. A still image should stand in until the film plays.
- Presentations and events. Longer, with sound and music, made to be watched from beginning to end.
What the brief should contain
- The idea in one line, and the three words the film should leave behind.
- References for light, pace and sound, with what to take from each.
- Formats and lengths for each channel, agreed before the shoot.
- Music, licensed or composed, and for which uses and countries.
- People and locations: permissions, releases and any restrictions.
Shoot stills on the same days
A film crew on location is expensive. A photographer working alongside adds little to the cost and gives the brand a matching set of images. Plan both together.
The best brand films feel effortless. That ease is planned on paper, weeks before the camera rolls.
The studio writes briefs and directs photography and film for premium brands. See photography & content direction.
