6 Steps to Crafting the Perfect Creative Brief for Singapore Corporate Video Projects
1. Kick Off with a Clear Objective
What It’s About:
Setting a specific goal for what the video should achieve.
Why It’s Important:
A clear objective ensures everyone involved understands the purpose of the video, guiding all decisions during production.
Guiding Questions:
• What do we want to accomplish with this video?
• How does this video support our broader goals?
Positive Example:
Objective: Increase website traffic from males aged 25-34 by 20% in the next quarter by highlighting the adventure-ready features of our new product.
Negative Example:
Objective: Make a cool video about our product.
A vague objective like "Make a cool video" doesn't tell the team what you're trying to achieve, leading to confusion and a video that may not meet your business needs.
2. Define Your Target Audience
What It’s About:
Identifying who the video is intended for, including their demographics, interests, and behaviors.
Why It’s Important:
Tailoring the video to a specific audience ensures the content resonates and engages the intended viewers.
Guiding Questions:
• Who are we trying to reach with this video?
• What are their main interests and pain points?
Positive Example:
Target Audience: Tech-savvy males, aged 25-34, who enjoy outdoor activities and are looking for durable tech products.
Negative Example:
Target Audience: Everyone.
Saying your audience is "Everyone" is too broad. Videos that try to appeal to everyone often end up resonating with no one because they lack focus and specificity.
3. Outline the Key Message and Call to Action
What It’s About:
Defining the main takeaway for the audience and what action you want them to take after watching.
Why It’s Important:
Ensures the video communicates a clear message and drives viewers towards a desired outcome.
Guiding Questions:
• What is the one thing viewers should remember?
• What do we want viewers to do after watching the video?
Positive Example:
Key Message: "Transform everyday adventures with our durable tech gear." CTA: "Visit our website to explore the new range and get a 20% discount on your first purchase."
Negative Example:
Key Message: "Our products are great." CTA: "Check us out."
General messages and CTAs like "Our products are great. Check us out." don't give viewers a compelling reason to remember your brand or take action, making the video forgettable.
4. Provide Context and Background
What It’s About:
Giving the creative team background information on why the video is being made and any relevant market or company context.
Why It’s Important:
Helps the team understand the project's significance and aligns the video with current trends or company goals.
Guiding Questions:
• Why are we making this video now?
• What background information does the team need?
Positive Example:
Context: "With a recent surge in interest in outdoor activities, we’re launching a new product line tailored for adventure seekers, aiming to capture this growing market segment."
Negative Example:
Context: "We just thought it’d be nice to have a new video."
Without explaining why you're making the video or the specific context behind it, the creative team might not understand its purpose or significance, leading to a disconnected or irrelevant final product.
5. Establish the Tone and Style
What It’s About:
Deciding on the emotional feel and visual look of the video.
Why It’s Important:
The tone and style convey the brand’s personality and ensure the video appeals to the target audience.
Guiding Questions:
• What mood do we want to set with this video?
• How should the video look to best represent our brand and message?
Positive Example:
Tone: Inspiring and energetic, showcasing the thrill of adventure. Style: High-quality, dynamic footage of real people using the product outdoors, with vibrant colors to highlight the product’s features.
Negative Example:
Tone: Generic. Style: A mix of unrelated stock footage.
A generic tone and a mismatched style can make the video feel out of touch with your brand and message. It's important for the video to capture the essence of your brand and speak directly to your target audience's interests.
6. Detail the Practicalities
What It’s About:
Outlining the budget, timeline, deliverables, and logistical details like shoot locations.
Why It’s Important:
Sets clear expectations and ensures the project is feasible and aligned with resources.
Guiding Questions:
• What budget and timeframe are we working with?
• What are the essential deliverables?
Positive Example:
Budget: $20,000 with a detailed breakdown for production and post-production. Timeline: 8-week timeline from concept to final edit, with key milestones. Deliverables: A 3-minute main video, a 30-second social media teaser, and behind-the-scenes footage for online engagement. Locations: Two outdoor locations already scouted and confirmed for shooting.
Negative Example:
Budget: As cheap as possible. Timeline: ASAP. Deliverables: Just make a video. Locations: Undecided.
Lacking clarity on budget, timeline, and deliverables can cause major issues down the line, including overspending, delays, and a final product that doesn't meet expectations. Specificity helps ensure everyone is aligned and can plan accordingly.
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