Narrow deadlines. Endless revisions. Miscommunication. For any business embarking on a new project, a lack of a plan can have it jumping over these hurdles. It turns out they can often be avoided with a solid creative brief. A creative brief is the foundation for a successful project. It is a one-to-two page document that outlines all aspects of a project for the creative team that is comprehensive yet concise. It will clarify goals and objectives from the get-go and save you time. You do not want to miss these creative brief elements to jumpstart your next project:
- The product: Introduce your brand and what product(s) you want to feature in your campaign. Include any other background information or context.
- The objective: What is the project? What core message is your project trying to communicate? Why do you need this project? What is the problem you are trying to solve? What is the expected result of this campaign? If you are doing a video, what type of video do you want to capture? Common types of videos in video production include:
Explainer
Explainer videos are short-form videos that show your customers how your product or service works. It communicates the value the company promises to deliver to customers. They can use storytelling, movement, and color to maintain the viewer’s attention. Using an explainer video can help you increase brand awareness and conversions.
Ilios Beauty Ring Light
This explainer video demonstrates the Ilios Beauty Ring. It is for makeup lovers who want quality lighting for seamless makeup application and want to learn how to use the ring light. We can see how it functions and its features working in real time, such as its color modes, reversible mirror, and phone holder.Animation
Types of animation styles include 3D, 2D, motion graphics, whiteboard, and animated typography. 3D includes objects and animated characters in multi-angled (three-dimensional) spaces, whereas 2D includes objects and animated characters in a flat (two-dimensional) space. Motion graphics and whiteboard animation are video styles that fall under 2D animation. Motion graphics often create movement with text combined with abstract objects or images, while whiteboard animation shows the viewer still images being drawn on a white background. Animated typography works best for videos where text is the key element. It can use custom fonts, color palettes, and audio that matches a brand’s aesthetic.
#EndFoodWaste
This animation is a fusion of 3D and 2D elements. The cereal box is 3D, while the other products on the conveyor are 2D.Crowdfunding
Crowdfunding is a type of video that helps garner credibility, trust, and support from current and prospective stakeholders by telling (or showing) them your brand’s story and why they should invest in your product or service. It is a powerful tool, especially for startups. Our clients have continuously surpassed their crowdfunding goals using our services, whether they launch on Kickstarter, Indiegogo, or any other platform.
Everytable: The New Fast Food
Everytable aims to raise 50,000 to expand their locations in Los Angeles in this crowdfunding video.Commercial
A commercial is made exclusively for advertising or promoting a product or service on television, usually under a minute. It may be distributed online on sites like YouTube or Vimeo. A great commercial expresses the brand message through a compelling story. It is an opportunity to make your brand memorable to the public through a recurring theme. Whether that is a fictional salesperson character, catchphrase, or a catchy jingle, they increase brand recall.
Easton Sports
This commercial uses interesting motion graphics combined with live-action. The sound effects go with the visual effects, including stop-motion, slow-motion, and fast-motion.Testimonials
Testimonials are interview-style videos that typically involve subjects who are familiar with the company and share their experiences with their product or service. It helps the customer resonate with the persona.
H&M Performing While Transforming
This testimonial video gives us insight into H&M’s Performing While Transforming plan through a series of interviews. Their employees highlight the companies’ focus areas for 2022, such as empowered teams in the workplace and inclusion and diversity.2) The target audience: Describe who your video is for. What is their gender? How old are they? What is the consumer problem that advertising can solve? How do you want your audience to feel? For example, the problem may be that an eco-conscious, 24-year-old female consumer feels guilty about buying from x fast-fashion company. This company solves this problem by creating an explainer video that showcases its plan to sustainably source all its products by 2030. After learning about that initiative, the consumer’s perception about the brand changes, and she is glad with her decision to purchase.
- The inspiration: Include your creative notes to help describe what you want your finished product to be using visual words and graphics. For instance, you may include images, videos, or locations that inspired the concept for the project. Providing references will guide your team and bring your vision to life.
- The deliverables: Where will the project be distributed? Include the format(s), quantity, or other file requirements. What is the time frame for pre-production, shooting, and post-production? Having a measurable and realistic goal, given the project requirements, will help your team be on the same page.
Now that you have learned the structure of a creative brief you are set on your way to crushing your next project. This layout will help turn your vision into reality. We, Luminoustudios, have curated a creative brief just for you, available for download here!
BY: LICHA GONZALEZ
