A strong video brief is the document that decides whether the final result matches your expectations or turns into an expensive misunderstanding. The brief determines how accurately the production team grasps the task, how realistic the quote will be, and how many revision rounds you will need. In this article we walk through, step by step, what to include so your project in Riga or anywhere in Latvia starts smoothly.

Why the brief matters

Without a clear brief, every party imagines a different video. The client pictures one mood, the operator another, the editor a third. The result is added cost and missed deadlines. A written brief organises your thinking and serves as a reference point throughout production.

Goal and core message

Start with one question: what should this video achieve? Sales, brand awareness, launching a new product or attracting staff - each goal calls for a different approach. Write down the single core message the viewer should remember after watching. If you have more than three messages, the video becomes blurry.

Audience and where it will run

Describe who the video is for: age, interests, whether they are existing clients or a new audience. Just as important is naming the platform, because it dictates format and length.

  • Instagram Reels and TikTok - vertical 9:16, 15-30 seconds, a hook in the first three seconds.
  • YouTube and your website - horizontal 16:9, room for a longer story.
  • LinkedIn - a more corporate tone, subtitles are a must.

Content, tone and references

Explain your brand tone: is it serious and professional, or lighter and more upbeat? Attach two or three reference videos you like and spell out what exactly appeals to you - the pacing, colours, music or storytelling style. Also note what you do not want to see. If you are preparing an advertising video, references help the team lock onto the right visual language right away.

Practical conditions

This is the technical and logistical information that is often forgotten, yet it directly shapes the quote.

  • Deadline - when the video must be ready and whether there are interim dates.
  • Budget - at least a rough range so the proposal stays realistic.
  • Locations - office, production floor, outdoor spots in Riga or a studio.
  • Language and subtitles - Latvian, Russian or English versions.
  • Logo, colours and fonts - brand assets for the edit.

Common mistakes

An overly long brief with dozens of requirements can be just as ineffective as one that is too short. Avoid vague words like modern or stylish without explaining what they mean to you. Agree on the number of revision rounds in the brief itself, so disagreements do not surface later.

If you need help preparing a brief or full video production in Riga, get in touch with us - together we will define the task and propose a solution.