How to Give an Effective AV Brief
- Midhina Lakkimsetty
- Apr 30
- 2 min read
Updated: May 20
Audio-visual content is an essential tool for brands, but many projects fail to deliver the intended impact. One key reason? Inadequate briefing. A well-structured brief is crucial for ensuring that the final output aligns with your vision and objectives.
Why a Standard Advertising Brief Won't Suffice
Just as digital campaigns require tailored briefs, AV projects need a customized approach. These projects blend art and science, and science demands method and process.
Core Elements of an AV Brief
Some elements of an AV brief overlap with traditional advertising briefs:
Background: Business context and objectives
Target Audience: Demographics and psychographics (even more critical for AVs)
Key Message: The single-line proposition
Marketing/Communication Goals: What you want the audience to think, feel, or do
Call to Action: The desired response or takeaway
What Makes an AV Brief Unique?
To ensure smooth execution, these additional elements must be considered:
Timeline
Planning an AV project follows a reverse integration approach, where each phase is mapped backward from the deadline. A clear timeline prevents creative stagnation, ensures efficiency, and avoids last-minute rushes.
Budget
Even minor budget adjustments can significantly enhance production value. For instance, investing in color correction and sound design—often overlooked—can greatly elevate the final output at a relatively low cost.
Usage & Distribution
Where and how will the video be used?
Will it be shared via email or social media?
Will it be showcased by leadership at an event?
Will it need to engage different audiences across multiple venues?
Clarifying the intended distribution helps shape the storytelling approach and technical execution.
Preferred Technique or Treatment
From live-action to animation, the choice of treatment influences every stage of production. If you have a preference, sharing it early allows for better alignment and potential creative enhancements by the production team.
Reference Materials
Providing a clear reference video acts as a creative GPS, guiding the production team toward the desired look and feel. Mixed-media projects, in particular, benefit from this clarity.
Voice-over vs. Text-on-Screen
Deciding between a voice-over and text-on-screen influences multiple aspects:
Voice-over: Dictates script tonality, voice artist selection, and music choice
Text-on-screen: Shapes the writing and design approach
This decision should be made upfront to avoid unnecessary revisions and delays.
The Key to a Seamless Process
A well-structured AV brief sets the foundation for a smooth, efficient, and high-impact project. Taking the time to define these elements ensures that creative teams can focus on execution rather than guesswork.
Need guidance on crafting your next AV brief? Reach out to us - we'd be happy to help bring your vision to life.
