Start with the viewer’s next action
One video rarely introduces a brand, explains a complex product and closes a sale equally well. Choose a main action: visiting a page, booking a consultation or understanding a use. For a demo enquiry, one problem and solution often work better than the entire catalogue.
Describe the viewing context
A website video may address an interested viewer; a feed video first needs a reason to stop scrolling. Specify platform, aspect ratio, duration and sound assumptions. Essential wording must be readable on phones, with titles inside interface-safe areas.
Gather assets and constraints
Useful assets include a logo, brand guide, photos and verified product facts. Check permission for every asset. List required wording, legal statements and prohibited claims separately. Say if assets are missing, since filming, graphics and generation need different resources.
Agree acceptance before production
Specify versions, languages, approval stages and one person responsible for feedback. Review the script and rough edit before sound, titles and export. Accurate product representation, required wording and correct file specifications are testable criteria; universal appeal is not. Include the launch date and indicative budget.
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