How we create a video – 
Part One – The Brief

Published November 25, 2016
Last Updated January 11, 2022
Jask Creative

Welcome to our ‘How we create a video’ series guide. We’re talking about the briefing stage in this blog.  Other parts to the series will be released on our blog in due course. To see other blogs in this series:

Part One – The Brief
Part Two – Our Suggested Approach
Part Three – The Plan
Part Four – Equipment and Hardware
Part Five – The Shoot
Part Six – Post Production and Editing
Part Seven – Output and Delivery

The brief is the most crucial point of a video project…

…after all this is where we start defining what sort of video you need/want!

There are many points to consider:

  • Budget

    Unless you are willing to pour unlimited resources into your video, budget needs to be carefully considered and ideally a maximum spend should be set. Budget helps define what is achievable and what ideas are available to be explored and likewise, ruled out.

  • Video Purpose

    Is your video an introduction to your company that is to be displayed on your homepage? Or is it a product demonstration video? Perhaps you need to explain a service of yours? To be shown on Social Media?

    Each video needs a clearly defined objective and goal so that the messages are clear and concise to the target audience.

  • Your thoughts

    Do you have any ideas for your video? Moreover, does your boss have any ideas for the video? Is there anything in particular you want to mention? This is what we’ll need to know to be able to make suggestions accordingly.

  • Release Date

    Similar to the budget, a release date needs to be defined so that feasibility of ideas and production can be discussed.

  • Location

    If you have an idea of where you want to shoot, be it in the office, a rented set or outdoors, location should be discussed so that expectations can be met.

  • Length of video

    The length of a video is very important as it is one of the first things viewers will look at when watching a video, or even before clicking play. If your video is a company introduction, ideally it should be short and snappy. If the video is a necessity to explaining details, then it can be a little longer.

    According to Wistia’s analysis of video lengths, there is conclusive data to say that the shorter videos are better for getting people to watch the whole thing, which means shorter videos produce more engaged audiences.

    In fact, Yoav Hornung, co-founder and CEO of, has given a general rule of thumb as below:

     – Tutorials/Explainer videos should be 45-90 seconds long

     – Creative Commercials should be 15-59 seconds long

     – Crowdfunding videos should be on average 2.5 minutes long

     – Testimonials/Talking Head types of videos should be 60-119 seconds long

  • Final output and resolution

    Final output

    How will your video be distributed? If it is through social channels, then uploading it is a simple and direct method. If, however the video needs to be distributed via physical media such as DVDs or USB sticks, then this should be mentioned.


    Also consider the resolution that you want to output in. While the common standard for current resolution is 1080p, also commonly known as Full HD, 4K ready devices are becoming more and more common, albeit they do come with high price tags and aren’t quite as accessible to the public.

    4K video files are much larger in file size, so data storage, post production editing and data handling is something that needs to be thought about as well. The higher the resolution, the longer it takes to edit and produce, which will ramp up costs.

    Whilst those are the cons of handling 4K video, there are obviously pros to consider. By shooting in 4K, you are inherently futureproofing your video for when 4K ready devices become accessible, and there is much more flexibility and more possibilities in terms of editing the video for the lower 1080p resolution if you want to. For instance, you can crop your video and upscale aspects without losing resolution and quality.

    In terms of how to decide whether you output in 4K or 1080p, think back to where you are distributing your video and how people will come across it. If your video will mostly be seen on mobile devices, then 4K is not necessary. If however your video is intended for 4K resolution devices, then preparing your video in 4K output will be the most suitable choice so as to not make your video appear of low quality and pixelated.

Part Two – Our Suggestion will be out in due course. Stay tuned!

If you can’t wait that long and want to know more about video projects and how they come together, feel free to contact us and we’ll be happy to help. Or you can tweet us or drop us a message on Facebook.

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