A good AI video brief does everything a normal film brief does, then adds the things a generative model cannot infer: precise subject descriptions, reference assets, clip-length constraints, audio instructions and disclosure decisions. Leave those out and the first round of output is spent discovering them.
This template is organised in the order a producer needs the information. Copy the headings and fill each one in plain language.
1. Objective and audience
- What should the video change? Awareness, consideration, enquiries, sales. Pick one primary outcome.
- Who is it for? One audience, described by situation, not only demographics.
- Where will it run? Platform, placement and whether sound will be on. Check each platform’s current specifications at the time of writing, because they change.
- Single message. One sentence the viewer should remember.
2. Deliverables
List every version needed up front: duration, aspect ratios, cutdowns, languages. Generated clips are short, so a 30 second film is normally assembled from several clips and edited. Writing the cut list into the brief prevents rework. The storyboarding article shows how to turn it into frames.
3. Non-negotiables
- Brand colours, typography, logo rules and tone of voice, supplied as files rather than described.
- Claims that must appear, and claims that must not. Under Australian Consumer Law, advertising must not mislead, so the product must be depicted as it really is. This is general information, not legal advice.
- Mandatory legal text, and where it sits on screen.
- Things the video must never show.
4. References and source assets
Generative models work better from specific inputs than from adjectives. Provide:
- Real product photography or packshots where a product appears.
- Style references: stills, colour palettes, lighting examples.
- Any approved characters, locations or props, with notes on what is fixed.
- Rights information for every asset, so ownership and licensing are known before use.
5. Shot language: the model-facing part
Google’s Veo prompt guide is a useful illustration of how these tools are directed. It describes prompt elements including subject, action, scene or context, camera angle, camera movement, lens and optical effects, visual style, temporal elements, audio and cinematic terms. A brief should capture each one per shot.
| Field | What to write |
|---|---|
| Subject | Specific description, not “a person” |
| Action | What changes during the clip |
| Context | Location, time of day, weather |
| Camera | Angle and movement (static, pan, dolly, crane, handheld) |
| Lens and look | Depth of field, lighting, palette, texture |
| Pace | Slow motion, real time, time-lapse |
| Audio | Sound effects, ambience, dialogue, stated clearly |
The same guide notes some advanced camera angles and lenses are not officially supported, so results vary. It also recommends listing unwanted elements instead of using “no” or “don’t” in a prompt. These are model-specific constraints worth recording in the brief, and they differ between tools.
6. Known risk areas
Add a short section stating which areas will be checked closely: text on screen, logos, hands, fine product detail and continuity between shots. The limitations of AI-generated video article explains why, and many risks are handled by composing logos and text in post-production rather than generating them.
7. Disclosure and platform rules
YouTube’s help centre says creators must disclose realistic altered or synthetic content, such as a realistic scene that never happened or footage of a real place that has been changed. Non-realistic content, such as fantasy or animation, does not require disclosure. Decide in the brief who is responsible for setting labels at upload. Other platforms have their own policies, so check each at the time of publication.
8. Approvals, revisions and timing
- Named approver, and who can comment.
- Approval stages: script, boards, rough cut, final.
- Number of revision rounds, and what counts as a revision versus a new request.
- Delivery date and review windows.
Brief completeness check
- Could a stranger tell what success looks like?
- Is every deliverable listed?
- Is every reference file attached and cleared for use?
- Is every shot describable in the fields above?
- Are legal text and disclosure decisions assigned to someone?
If any answer is no, fix the brief before generating. For the wider process see AI video production for brands.
Where Radiance Impact fits
Radiance Impact’s Studio produces AI commercials and product films, brand films, short-form video, post-production, voice and sound. If you would like help shaping a brief, see Studio or get in touch.
Sources
- Veo on Vertex AI video generation prompt guide, Google Cloud
- Disclosing use of altered or synthetic content, YouTube Help
