Give the editor a brief they can use.

Start with the change you want to make

A brief should help the team make choices. Describe who will watch the video, what they should understand, and what they should do next. “Make a great launch video” leaves too many choices open. A clear audience and one main message help the producer decide what belongs in the cut.

Copy the production brief

PROJECT
Client / campaign:
Agency lead:
Final approver:

PURPOSE
Audience:
What they need to understand:
One main message:
Desired next action:

DELIVERABLES
Video titles and number of cuts:
Length for each cut:
Aspect ratios and export formats:
Channels and delivery destination:
Captions, language, and accessibility needs:

CREATIVE
Tone and style:
References and what we like about each:
Must-include shots or points:
Brand assets and source footage:
Claims or text that need approval:
What is out of scope:

PLAN
First-cut date:
Review deadline and time zone:
Included review rounds:
Final delivery date:

HANDOFF
Brief owner:
Editor:
Open questions with owners and dates:
Link to the production task:

Write useful references

A reference is more useful when you explain the choice. Say whether you like its opening, pace, framing, tone, or use of text. Two references may pull in different directions; name which one should guide each part of the work. Include what the client does not want so the editor can avoid a costly wrong turn.

Split the brief into work that can finish

Create separate tasks when deliverables have different owners, review needs, or dates. Keep shared context in the brief, then add the specific output to each task. A campaign’s main film and its social cutdowns can share the message without having the same production schedule.

Check the brief before production starts

Read it from the editor’s point of view. Can they find the source footage? Is the first-cut date clear? Who answers an open question? If one of those answers is missing, assign it before the edit begins. Update the brief when a decision changes rather than leaving the newest instruction only in chat.