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Motion graphics video brief guide: the short answer
A motion graphics video brief should state the goal, audience, one key message, call to action, length, style and references, voiceover language, brand assets, deliverable sizes, deadline, budget and who approves each stage.
A clear brief saves weeks of back and forth. It does not need to be long, but it must answer the questions an animator will otherwise guess. Use this structure; a related guide covers writing the script and what affects cost.
1. Goal and audience
State what the video must achieve and who will watch it, including their language and where they will see it.
2. One key message and call to action
Write the single sentence viewers should remember and the action they should take next.
3. Length and formats
Choose the length and the sizes you need: vertical, square, wide, or all three.
4. Style and references
Share two or three videos you like and say what you like about them, plus any styles to avoid.
5. Voiceover and language
Say if you need Arabic, English or both, a male or female voice, and the dialect for Arabic.
6. Brand assets
| Item | Format |
|---|---|
| Logo | Vector files |
| Colours and fonts | Brand guide or codes |
| Images or product renders | High resolution |
7. Timeline, budget and approvals
List the deadline, the budget range and who signs off the script, storyboard and final video. Limit revision rounds so the project stays on schedule.
Common brief mistakes
- No single message: the video tries to say everything.
- Missing assets: logo, fonts and colours arrive late.
- Vague approvals: too many people give feedback at the end.
- No language plan for Arabic and English versions.
Brief checklist
- Goal, audience and one call to action written down.
- Length, formats and platforms agreed.
- Two or three reference videos shared.
- One person named to approve each stage.
What a good brief contains
- Goal: what should viewers do after watching, such as book a call or visit a page.
- Audience: who they are, what they already know and where they will watch.
- Message: one main idea and up to three supporting points.
- Length and formats: for example 60 seconds for the website and 15 seconds cut-downs for social.
- Language and voice: Arabic, English or both, and the tone you want.
- Brand assets: logo, colours, fonts and any existing footage.
- References: two or three videos you like and why.
Brief checklist by stage
| Stage | You provide | You receive |
|---|---|---|
| Brief | Goal, audience, message, references. | Questions and a proposed approach. |
| Script | Facts, claims you can prove, approval. | A timed script. |
| Style and storyboard | Feedback on look and pace. | Frames showing each scene. |
| Animation | Voice-over choice and music taste. | A first full cut. |
| Delivery | Final notes, in one consolidated list. | Final files in the formats you need. |
A simple production timeline
- Week 1: brief, script and approval.
- Week 2: style frames and storyboard.
- Weeks 3 and 4: animation, voice-over and sound, then one round of changes.
What to measure and review
- View rate and how long people keep watching.
- Clicks or calls from the page or post that carries the video.
- Which cut-down performs best on each platform.
Related reading: how to write a motion graphics script and 2D vs 3D motion graphics.
A worked example: a brief for a clinic service video
A clinic wants a short video explaining a treatment. A weak brief says “make a nice video about our clinic”. A strong one states the goal (more booked consultations for one treatment), the audience (adults researching the treatment who worry about pain and recovery), the single message (the procedure is explained simply, with a clear first step), and the call to action (book on WhatsApp).
It then lists the formats needed, such as a vertical cut for social media and a wider cut for the website, the language of the voiceover, the brand files supplied, who approves, and the date the video must be live. With that, the studio can propose a style and a timeline without guessing.
Brief details and why they matter
| Detail | Why it matters | Example of a clear answer |
|---|---|---|
| Goal | Decides the structure and call to action | Book consultations for one service |
| Audience | Shapes tone, language and examples | Adults researching the service in Saudi Arabia |
| Formats | Changes layout and safe areas | Vertical for social, wide for the website |
| Voiceover | Sets timing and script length | Saudi Arabic, with English subtitles |
| Approvals | Avoids late changes | One named decision maker |
Mistakes to avoid when briefing
The most common problem is asking for several messages in one video. Pick one, and move the rest to other videos. Another is sending references without saying what you like about them: tell the studio whether it is the pace, the colours or the way the idea is explained.
Also avoid sharing assets late. Logos, fonts and product images should arrive with the brief, not after the first draft.
A monthly review routine
After the video is live, review it each month. Check where viewers stop watching, which platform brings the most enquiries, and whether the call to action is being used. Use what you learn to shorten the next brief and sharpen its message. For script help, read how to write a motion graphics script.
See how we work on our Motion graphic videos service, or send us your goal and we will suggest the next step.
Related reading
Written by Mahmoud Samir
Digital marketing specialist at BrightSeen
I help businesses in Saudi Arabia and the USA get found on Google and ChatGPT, and turn Google, Instagram and Meta ads into real customers. I write in plain words, and I update my articles when things change.
Frequently asked questions
Motion graphics video brief guide?
A motion graphics video brief should state the goal, audience, one key message, call to action, length, style and references, voiceover language, brand assets, deliverable sizes, deadline, budget and who approves each stage.
Where can I find a motion graphics video brief guide?
You can find BrightSeen's motion graphics video brief guide on this page. It shows what to put in a one-page brief: goal, audience, message, length, style, voiceover, references, deliverables and approval steps, so your motion team can start without long back-and-forth. Our motion graphics team can review your brief before production.
What should a motion graphics video brief include?
A brief should include the goal, audience, key message, call to action, length, style references, voiceover language, brand assets, deliverables, deadline, budget and who approves. With these answers, the studio can quote and plan accurately and avoid revisions caused by missing information.
How long should a brief be?
One or two pages is enough if it answers the key questions clearly. A short, focused brief is easier to read, agree on and refer back to, and it keeps everyone aligned on the goal, message and approval process throughout production.
Do I need to write the script before the brief?
No. The brief comes first, and the script is written to match it, covering the goal, audience and key message. Writing the script before agreeing the brief often leads to rewrites, because the scope, length and style have not been decided.
Why share video references?
They show the style you like faster than words and avoid misunderstandings about pace, colour, characters and tone. Share two or three examples and note what you like and dislike about each, so the team can match the feel without copying anything.
