How to brief a videographer (and get a video that actually works)

After 20+ years of shooting, I can tell you the single biggest predictor of whether a video works: the brief. Not the budget, not the kit — the clarity of what we set out to make. The good news is that a great brief is simple, and you don't need any film knowledge to write one.

Start with the one question that matters

Before anything else: what is this video for? Not “a video about the company” — that's a topic, not a goal. A goal sounds like “convince a first-time visitor to book a call,” or “welcome new starters on day one.” Every decision — length, tone, where it lives — flows from that one answer. Get it right and the rest gets easy.

Know who it's talking to

A film for cautious enterprise buyers looks nothing like one for Gen Z on TikTok. Tell me who's watching and where they'll see it. The same message needs a different treatment on a boardroom screen versus a phone on the train.

Share references (this is the shortcut)

Words are slippery — “professional” means ten different things. So send me two or three videos you love and one you don't. Nothing communicates the look, pace and tone you're after faster than showing me. You're not asking me to copy them; you're calibrating my eye to yours.

Be honest about budget and deadline

• Budget. Telling me your range isn't giving something away — it lets me design the best possible video within it, instead of quoting blind. I'll always tell you where the money is best spent.
• Deadline. When do you genuinely need it? This drives the whole schedule, and rush turnarounds are possible but affect the plan.
• Practicalities. Locations, people who need to appear, brand guidelines, where it'll be published. Small details, big time-savers.

Then trust the craft

Once the goal, audience, references and constraints are clear, hand the “how” to me. That's the part I've spent two decades on — the framing, lighting, pacing and edit that turn your brief into something that works. A good brief plus a bit of trust is the whole recipe.

If you can answer even half of the above, you're ready. Not sure how much a project like yours costs first? Start with my UK video cost guide, then send me your brief — I'll come back within 24 hours with honest, practical next steps.