
Purpose and format
Specify the audience, message, channel, dimensions, and next action. A good-looking asset still needs a reason to be used. Compare the proposed message with the words customers use.
Prepare products, locations, staff permissions, scripts, and shot lists before recording. Late decisions increase editing and reshoot time. Check the destination as well as the message that sends people there.
- A written brief
- Named responsibilities
- Agreed review points




