Behind every exceptional television advertisement or corporate video is a comprehensive, structured creative brief. Entering a major video project without clear goals leads to budget inflation, scheduling delays, and diluted messages. Here is the step-by-step checklist we suggest to our premium clients before taking a project onto the set.
National Objective & Main KPIs
What is the main task of this video? Is it meant to build widespread awareness, capture qualified leads for sales teams, or train newly onboarded staff? Document your targeted primary outcome clearly so our conceptual directors can optimize the flow of the script.
Target Consumer Profiles
A corporate brand video discussing premium investment real estate in Kilimani requires an entirely different structural tone than a digital commercial prompting sign-ups on a micro-loan mobile app. Outline demographic data, age brackets, behavioral habits, and local lifestyle goals.
Key Deliverables & Specifications
Ensure your production team knows exactly where you intend to launch the visual assets. We advise noting down:
- Format Ratios: Horizontal 16:9 for YouTube & television; vertical 9:16 for IG Reels and TikTok.
- Durations: Full 2-minute corporate storyboards, accompanied by 30-second and 15-second social cuts.
- Output Resolutions: 4K master outputs with optimized subtitles for silent mobile stream viewers.
By mapping out these elements, you allow your creative team to build cohesive budgets, schedule visual actors properly, and avoid expensive edit modifications later on.