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 (eg. 16:9 + 9:16).
Logistics: Budget, schedule, locations, key people.

Real examples that worked

B2B service (Auckland): Goal was “5 booked demos from LinkedIn in 14 days.” Audience was operations managers. Core message: “Switching saves you two hours a week.” We built a 45-second cut + 15-second teaser. Clear goal, tight edit, fast result.

Wedding highlights: Couple gave non-negotiables (vows, father-daughter moment, venue reveal) and left the rest open. That small list guided coverage and the film felt intentional without being scripted.

Real estate: Brief included buyer type, key selling points (light, storage, commute), and “flow of living.” The walkthrough narrative wrote itself and the agent got enquiries from the right buyers.

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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