Process
How to write an animation brief (with a free template)
A good brief saves weeks. Here’s exactly what to include when you brief a motion design studio, plus a template you can copy.
The short answer: a good animation brief answers six things: what the video is for, who it’s for, the one message it must land, where it will run, what you like the look of, and your budget and deadline. Get those right and everything else follows.
You don’t need to know anything about animation to write a great brief. You just need to know your product and your customers. Here’s what to include.
1. The goal
What should happen after someone watches? Pre-orders, sign-ups, more time on your product page, or simply awareness for a launch. One clear goal shapes every creative decision.
2. Your audience
Who’s watching, and what do they care about? A gamer choosing a desk setup cares about different things than an office manager buying in bulk. Every brief we take gets seen through your audience’s eyes, so this part matters most.
3. The one key message
If viewers remember only one thing, what should it be? You can list supporting features, but pick a single hero idea. Videos that try to say everything end up saying nothing.
4. Where it will run
Paid social, your product page, YouTube, a trade show screen or all of them? This decides the length, the aspect ratios and whether it needs to work with the sound off.
5. References and must-haves
Two or three videos you love, and what you love about them.
Your brand guidelines: logo, colours and fonts.
Product files: CAD or 3D models, photos and specs.
Anything that must appear, like a tagline, a feature or a legal line.
6. Budget and timeline
Sharing a budget range isn’t showing your hand, it’s how you get a plan that fits. Include your launch date and any fixed milestones too. If you’re not sure what to budget, read how much a 3D product animation costs.
A brief template you can copy
Section | Your answer |
|---|---|
Project name | |
Goal: what should viewers do next? | |
Audience: who are they, and what do they care about? | |
Key message: the one thing to remember | |
Supporting points (up to three) | |
Channels and formats | |
Length | |
References you like, and why | |
Brand assets and product files | |
Budget range | |
Deadline and milestones |
What happens after you send it?
We read every brief the same day and reply within 24 hours. Then we usually jump on a short call, ask a few questions, and come back with a clear proposal: scope, timeline and price. Once you’re happy, we start with the storyboard, so you approve the direction before anything gets rendered.
FAQ
How long should a brief be?
One page is perfect. Clear beats long.
What if I don’t know what I want yet?
That’s fine. Fill in what you know, especially the goal and audience, and we’ll help shape the rest on a call.
Do I need a script?
No. We write the storyline and storyboard as part of the project.
Ready to brief us? Book an exploratory call or send us a message. Either way, you’ll talk to the founders who’ll make your film.
