How to brief an AI video studio (and get what you actually want)

AI has made video faster to produce. It hasn't made it easier to agree on what to produce.

When a project goes sideways, the problem is rarely the tools. It's usually the brief: too vague, too long, or focused on the wrong things. And because AI makes it possible to generate a lot very quickly, a weak brief doesn't just slow things down. It sends a lot of work in the wrong direction.

Here's how to brief an AI video agency so the first round is already close to right.

Start with the goal, not the look

The most common brief we receive starts with a visual: "Something like this reference, but for us." References are useful, but they're the wrong place to start.

Start with what the video needs to do:

• Launch something new?
• Sell a specific product or offer?
• Explain how something works?
• Build a feeling around the brand?

A video built to drive purchases on social looks very different from a brand film for a website. Knowing the goal shapes everything that follows, from the hook to the length.

Say who it's for, specifically

"Young people" or "everyone" doesn't help. A useful audience description includes what they care about, what they already believe about your category, and where they'll see the video.

"Busy professionals in their thirties who think healthy breakfast takes too long, mostly watching on Instagram Reels" gives a studio something to work with.

Give one message

If your video tries to say five things, it will say none of them. Pick the one thing you want the viewer to remember. Everything else is support.

A good test: if someone watched the video once and described it to a friend, what would you want them to say?

Share references the right way

References are most helpful when they come with a reason. Instead of sending a link and "like this," tell us what you like about it:

• "We love the color palette here."
• "This pacing feels right for us."
• "This world is too dark, but the scale is great."

It's just as useful to share what you don't want. Anti-references save more time than references.

Be clear about the brand rules

Every brand has things that can't change: logo usage, colors, product details, tone of voice, legal requirements, things competitors do that you never want to resemble. Put these in the brief up front.

With AI video, this matters even more. Generated scenes are flexible, which is great, but it means the boundaries need to be explicit.

Define the deliverables

This is where a lot of back-and-forth can be avoided. Before production starts, agree on:

• Formats: vertical 9:16, square or 4:5, horizontal 16:9
• Lengths: for example 6, 15 and 30 seconds
• Number of versions: one hero video, or a set of variations for testing
• Platforms: where each version will run
• Extras: captions, music, voice-over, end cards, thumbnails

If you plan to test ads, mention it early. A studio will structure the work very differently if variations are part of the plan. (See From one concept to fifty ads.)

Share what you already have

Real product photos, existing footage, brand guidelines, past campaigns that worked (and didn't). AI video works best when it can build on real assets, and it's often how the strongest hybrid projects happen. (More in AI video vs. traditional production.)

Be honest about timing and budget

You don't need an exact figure, but a range helps a studio propose the right approach. The same idea can be made as a single polished film or as a fast, high-volume set of social ads. Knowing your constraints means getting a recommendation that actually fits.

What to leave out

A brief doesn't need to do the creative work. You don't need to write prompts, design scenes or script every second. That's what you're hiring an AI video agency for.

What you're giving is direction. The more clearly you describe the goal, the audience and the boundaries, the more freedom the studio has to surprise you inside them.

A simple brief template

Copy this and fill it in. Most good briefs fit on one page.

Project name:
Goal: What should this video achieve?
Audience: Who is it for, and where will they see it?
One message: What should viewers remember?
Tone: Three words that describe the feeling.
References: What you like (and why). What you don't.
Brand rules: Must-haves and never-dos.
Assets: Product photos, footage, guidelines, logos.
Deliverables: Formats, lengths, number of versions, platforms.
Timing: Key dates and deadlines.
Budget range:
How we'll measure success:

The short version

A great brief answers why, for whom and within which limits. It leaves the how to the people you're hiring.

Get those right, and AI video can move from idea to finished work remarkably fast, without ending up somewhere you never wanted to go.

Ready to brief us? Tell us about your next video project. Even a rough first version of this template is a great place to start.