A useful ad brief starts with one decision: what should the viewer do after watching? Buying a product, booking a consultation and trying software need different messages. Give the production team that context before choosing a presenter or visual style.
Start with the audience and offer
Describe the people you want to reach, their country and language, and the problem your offer addresses. Include a product link, the exact offer and the landing page the ad will send people to. Supply approved claims rather than asking the creative team to invent results or guarantees.
Choose the creative format
A presenter-led video suits a spoken explanation. A visual-led product ad can focus on features, usage or a reveal. A UGC-style ad uses a creator-style presentation; the style alone does not make it a real customer testimonial. Clearly distinguish a portfolio concept from a commissioned campaign.
For a concrete example, explore the Samoyed T-shirt UGC-style project. For a scene-led approach, see the household commercial concept.
Define the video and its versions
Specify the intended length, platform and aspect ratio. A vertical social ad and a landscape website video may need separate compositions. State whether you need one final video, alternative hooks, language versions, captions or shorter cutdowns. Include those versions in the quote rather than assuming they come with every order.
Prepare the assets and approvals
- Product or service URL, logo and brand guidelines.
- Approved offer, product claims and call to action.
- Reference videos and the specific elements you like.
- Voiceover language, pronunciation notes and caption needs.
- One person who will consolidate feedback.
What changes the price?
Runtime, scene count, visual complexity, voiceover, versions and revision scope affect the work involved. Confirm the deliverables, usage rights, source-file needs, timeline, currency and payment method before production. A quote for a single ad should not be treated as a price for a full campaign.
A brief you can copy
My business is __. The audience is __ in __. The offer is __. The viewer should __ after watching. We need __ video(s), approximately __ long, for __. Our assets and references are __. The preferred deadline is __, and our budget range and currency are __.
Explore AI ad video production or choose a service and request a quote. Your brief is a starting point for discussion, not an automatic order.
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