How to brief an AI marketing video

Give the video one job

Choose the main purpose: introduce a product, explain a benefit, invite an enquiry or announce a launch. Trying to answer every question in one short film usually leaves too little room for the idea.

Describe the viewer in ordinary language. Someone discovering your product for the first time needs a different opening from someone who already knows your brand. Tell the studio what the viewer is likely to know and what might make them hesitate.

Show what must stay accurate

Provide approved product photos, packaging, logos and any exact wording. Point out the details that matter: the shape of a handle, a label, the colour of a material or the way the product is used.

Separate mandatory facts from visual inspiration. A reference can show a mood or camera move without becoming an instruction to reproduce another brand’s work. If a product claim needs approval, identify who will approve it before it reaches the edit.

Plan for the place people will watch

Name the placement and the intended length. A vertical social video, a website film and a presentation screen create different framing and text needs. Ask for the versions you expect to use so they can be considered while composing the shots.

Decide what the film should communicate with sound off. Put essential information in the visuals or readable on-screen text, and plan captions if the film includes speech. Keep the final action simple: visit the product page, book a conversation or explore the launch.

Copy this brief

• Audience: who is the film for, and what do they already know?
• Objective: what should they understand or do?
• Message: the single most useful thing to communicate.
• Product: approved references, exact claims and details to preserve.
• Direction: visual references and anything to avoid.
• Delivery: length, placements, aspect ratios, language and deadline.
• Review: one feedback owner and the people who approve product facts.

Agree the first decision before the full production

Ask to review the concept or storyboard before the complete film is made. That is the point to check the story, tone and product role. Later feedback can then focus on the edit and execution.

At Lucky Story House, we discuss the brief, production scope and review points before paid work begins. If your idea is still rough, start with the audience, product and objective. We can shape the rest together.