One video, one main idea
A short video has limited time to communicate. Choose one question, product benefit, demonstration or story rather than trying to fit an entire brand presentation into one clip.
Write the intended viewer and takeaway at the top of the brief. If those are unclear, the concept is probably not ready for production.
Draft the opening and beats
The opening should quickly establish the topic or situation. Follow it with a few clear beats that explain, demonstrate or support the idea, then finish with an appropriate next step.
Plan for captions and sound-off viewing where relevant. Keep on-screen text readable and avoid placing important details where platform interface elements may cover them.
Prepare production and permissions
Confirm aspect ratio, duration range, destination platform, required versions and review process. Check product details, claims, music and talent permissions before publishing or using a video in ads.
Review the edit for clarity, accuracy, accessibility and consistency with the landing page or campaign message.