A good request for quote (RFQ) for a video production gives every studio the same facts: what the video is for, what you need delivered, who uses it where, when it is due and how it will be approved. When suppliers answer the same questions, their quotes can be compared like for like, and the differences you see are real differences in approach rather than different guesses about your project.
An RFQ is not the same thing as a creative brief. The brief explains the idea and the audience (see AI Video Brief Template). The RFQ wraps around it and adds the commercial detail a supplier needs to put a price on the work.
Start with the outcome, not the format
Open with two or three sentences on why the video exists: the audience, the action you want from them and where it will be seen. A studio that understands the goal can suggest a shorter cut, a different format or a hybrid of filmed and AI-assisted shots. A studio that only receives “one 30 second ad” can only quote one 30 second ad.
Queensland Government buying guidance for marketing and creative work makes a related point: be specific about the scope of work, share your budget or at least a range so suppliers understand the scope, and tell suppliers if other quotes are being sought (Queensland Government, Marketing services). That guidance is written for government buyers, but the habits suit any organisation.
The sections every video RFQ needs
| Section | What to state | Why it affects the price |
|---|---|---|
| Purpose and audience | Goal, audience, where the video runs | Drives style, length and format |
| Deliverables | Master length, cutdowns, aspect ratios, captions, languages | Each extra version is extra work |
| Production approach | Live action, animation, AI-assisted, or open to proposals | Changes the crew, tools and risk |
| Creative inputs | Script ready or needed, brand guidelines, existing footage, music | Writing and sourcing take time |
| Usage rights | Channels, territories, term, paid media or organic only | Wider use usually needs wider licences |
| Schedule | Key dates and your own review windows | Rushed work changes how a studio resources it |
| Approvals | Who signs off, how many review rounds | Open-ended revisions are hard to price |
| Budget signal | A figure or a range, or a request for options | Helps suppliers scope sensibly |
| Response format | What the quote must include and the closing date | Makes answers comparable |
Deliverables in plain terms
List every file you expect, not just the hero film. For example, a hypothetical retailer might need one 30 second master, two 15 second cutdowns, a vertical version, a square version, burned-in captions and a caption file. Written out, that is several separate outputs, and a studio can price each one. Left as “social versions”, it is a guess. For file specifications, see Video Delivery Specs: Formats, Codecs and Platform Requirements.
Usage rights and ownership
Ask suppliers to state in their quote who owns the finished video, what licence you receive and what third-party material (music, stock footage, fonts, talent, AI tools) is included and on what terms. Say where and for how long you plan to use the video, including whether it will be used in paid media, because a quote based on organic social use may not cover a broadcast or paid campaign. Ownership of AI-assisted output has its own wrinkles, covered in Who Owns AI-Generated Video?. This is general information, not legal advice: have a lawyer review the final agreement.
Schedule and approvals
Give a closing date for quotes, a decision date, a delivery date and any dates you will be unavailable. The Queensland guidance above suggests setting realistic deadlines and allowing for public holidays in the quoting period. It also lists start and end dates, a timetable, deliverables, payment terms and milestones for invoicing and payment as minimum details for creative orders.
Then say who approves what. A single named approver with a defined number of review rounds is easier to quote than a committee. If several stakeholders must review, tell the studio, because waiting time is real time. More on this in Managing Revisions and Approvals in AI Video Projects.
Asking suppliers to quote like for like
Ask every studio to answer the same list:
- A price broken into stages (development, production, post-production, delivery), not a single lump.
- What is included and, just as important, what is out of scope.
- How many revision rounds are included and how extra changes are charged.
- Which parts are filmed, animated or AI-generated, and what human review applies.
- Rights and licences offered, including music and any synthetic voices or likenesses.
- Assumptions behind the quote, and how long the quote stays valid.
Business Queensland’s guidance on preparing a quote says a quote should describe the work and any work that is out of scope, include an expiry date, state a timeline, and that an accepted quote can become a binding contract (Business Queensland, Preparing a business quote). Asking for those elements makes replies easier to compare and safer to accept.
Including AI-assisted options
If you are open to AI-assisted production, say so, and ask each studio to price a traditional route and an AI-assisted or hybrid route as separate options. The trade-offs are honest ones: AI-assisted work can reduce some location and set requirements, but it still needs scripting, direction, review, sound and finishing, and keeping characters and products consistent across shots takes care. Asking for options lets you weigh these rather than assume savings. See How to Budget an AI Video Project Without Hidden Surprises for the cost drivers.
Also ask how the studio handles disclosure, product accuracy and approvals for AI-generated imagery. Those answers tell you as much about the supplier as the price does.
Comparing the answers
Do not simply pick the lowest figure. Score each reply against the same criteria: understanding of the goal, relevance of past work, clarity of scope, rights offered, schedule realism and communication during the quote process. The Queensland guidance recommends giving the same information to all potential suppliers, documenting communications and telling unsuccessful suppliers the result with feedback. A short follow-up call often reveals more than the document.
Where Radiance Impact fits
If you are planning a commercial film, product video or short-form campaign and want to talk through scope before writing an RFQ, Radiance Impact’s Studio produces AI commercials and product films, brand films and trailers, animation and short-form social video. You can read about the Creative and AI Production division on the Studio page or get in touch to discuss a brief.
Sources
- Marketing services, Buy for Queensland Government, Queensland Government
- Preparing a business quote, Business Queensland
