The Best Client Briefs I've Received (And What Made Them Work)

By Joshua Dalton · 9 September 2025 · Auckland, NZ

A great brief saves time, money, and brainpower. The best I've received weren't long - they were clear. Here's what they included, why it mattered, and a lightweight template you can steal.

Short and useful beats long and vague. If a detail won't change a shot, it probably doesn't need to be in the brief.

What makes a great brief?

One clear outcome: “Book 10 consults in 30 days,” not “raise awareness.”
A single audience: Write to one person with one job-to-be-done.
Message first, visuals second: If you can't explain the story in a sentence, we're not ready to shoot.
Constraints: Budget, timeline, people, locations - constraints make decisions faster.

The anatomy of a strong brief (8 bullets)

Goal: The measurable result you want.
Audience: Who they are and what they care about.
Core message: One sentence the video must land.
Proof: Testimonials, data points, or a differentiator.
Action: Exactly what viewers should do next.
Distribution: Where the video will live (site, ads, socials).
Deliverables: Formats, durations, ratios (e.g., 16:9 + 9:16).
Logistics: Budget, schedule, locations, key people.

Field-tested patterns (composite scenarios)

B2B promo (composite): Ops-focused decision maker; message anchors on time saved per week. Deliver a tight hero cut plus a short teaser sized for where it runs. Clear goal → tight edit → faster result.

Weddings (composite): A short list of non-negotiables (e.g., vows, key reveal moments) guides coverage while leaving the rest open so the film feels alive, not scripted.

Real estate (composite): Start with who the buyer is, the top selling points (light, storage, commute), and the “flow of living.” The walkthrough narrative writes itself and attracts the right enquiries.

How to send a brief that speeds everything up

Write in bullets. If it needs a paragraph, we'll discuss it on the call.
Link reference videos with a one-line note about what you like (pace, tone, framing).
Be honest about constraints. They're a creative boost, not a downside.
Decide the call to action before the shoot. It shapes coverage.

Bonus: 5-minute brief template

Goal: ___________________________
Audience: _______________________
Core message: ___________________
Proof: __________________________
Action: _________________________
Distribution: ___________________
Deliverables: ___________________
Logistics (budget/timeline/people): ________

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