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An ad film brief is the document that brings together the goal, audience, message, channels, product assets, mandatories and approval flow, so the production team can build the right idea, an accurate quote and a realistic schedule. A good brief doesn't have to be long; one clear answer per section is enough. Copy the template below and fill it in, and if your project involves CGI, FOOH or AI, answer the extra questions too.
If you are not yet sure which service the brief is for, our services page sums up CGI, FOOH, AI and 3D animation in one place. For the points to settle before choosing a studio, see questions to ask before commissioning an ad film.
What does a good brief do?
A good brief lets the idea, the quote and the schedule be set up right the first time. A vague one turns into extra revision rounds, added cost and missed dates later. The production side takes three things from a brief: what the film has to achieve, which technique will make it best and which channels it will be delivered to, in which versions. If the brief doesn't answer those questions, the team has to guess. A brief also aligns your own team: many of the questions that come up while writing it are decisions the brand hasn't made yet.
Ad film brief template: which sections should it have?
An ad film brief should cover these nine sections. Use the table as a template and fill it in by asking yourself the question in the last column:
| Section | What to write | Question to ask |
|---|---|---|
| Goal | The film's single main job and how success will be measured | What should viewers do after watching? |
| Audience | Who you are talking to and the moment you will reach them | Where will these people see the film, and what will they be doing? |
| Key message | A one-line promise and the proof behind it | If viewers remember one thing, what should it be? |
| Channels and formats | Placements, aspect ratios and length versions | Vertical, horizontal or square; which cut for which channel? |
| Product assets | Logo, packaging, 3D model or CAD, product photos, brand guidelines | Are the current packaging and colour codes ready? |
| References | Work you like and dislike, with reasons | Which part of this reference do you want: the idea, the light or the rhythm? |
| Mandatories | Legal lines, brand rules, elements that can't be used | What must be in the film, and what must never be? |
| Timeline | Launch date and fixed delivery points | Is the launch date locked or flexible? |
| Approval flow | Who signs off and which channel feedback comes through | Who gives final approval? |
Sharing a budget frame speeds things up, too. If you haven't set a range, write down your priorities: is it quality, speed or the number of versions? Quotes are usually built on scene complexity, whether a shoot is needed, the number of versions and usage rights, more than on the length of the film.
What are the most common brief mistakes?
Most briefs struggle not because information is missing but because it is vague. These are the mistakes we see most often:
- Several goals at once: Expecting one film to drive awareness, sales and recruitment at the same time means none of them works fully.
- Unmeasurable expectations: “Make it go viral” is not a goal; no one can promise virality in advance. Write down why people would share the film instead.
- Describing with adjectives: Words like “premium, dynamic, young” mean something different to everyone; one reference and the reason behind it does more.
- Promises without proof: Instead of calling the product “the best”, name a feature that is genuinely different; the film is built on that proof.
- A late channel list: When a vertical cut is requested afterwards, the framing has to be rethought.
- Approvers who join late: An executive who sees the film for the first time at final stage is the source of the most expensive revision.
Which extra questions do CGI, FOOH and AI projects need?
The core template applies to every ad film; as the technique changes, a few questions are added.
For CGI and 3D projects
- Is there a 3D model or CAD file of the product, or will it be modelled from photos?
- What surfaces is the product made of: glass, metal, liquid, fabric?
- Will the CGI be combined with a real shoot, or will the scene be built in 3D from start to finish?
- Will you need packaging, colour or language variations?
We cover the details specific to 3D product animation in our 3D product animation brief guide.
For FOOH projects
- Which city or location means something to the brand and feels familiar to viewers?
- What is the illusion's one-line idea, and how will it make viewers ask “is this real?”
- Will there be a shoot at a real location, will existing footage be used, or will it be produced with AI?
- If a shoot is needed, who handles permits? When permits are needed, we obtain them or the brand does; we settle this during planning.
- Will the film spread organically, or will it also get paid support?
Our FOOH ad production page explains how FOOH is made.
For AI projects
- Where will the product come from: your photos, our shoot, a 3D model or AI?
- Will a human face or a character be used, and how will likeness and usage rights be handled?
- Which scenes must be exactly realistic, and which can be stylised?
- How many variations and language versions do you need?
- Does the use of AI need to be disclosed to viewers?
Our AI ad film page explains how we discuss brand safety and usage rights before production starts.
Examples from Clytech
Clytech is a CGI, FOOH and AI advertising studio based in Istanbul and London. The projects below show how some rows of the template show up on screen.
Channel and format: In the SUWEN bus stop CGI film, an ordinary bus stop becomes a brand showcase; the digital installation sits naturally within real street footage and puts the collection on display at city scale. The vertical format was chosen so the film would stop the scroll on social feeds. It passed 58 million views.
PROJECT VIDEO
A one-line idea: The premise of the Paşabahçe giant gift box FOOH campaign is simple and striking: a giant gift box planted in the middle of the city. Built with AI-assisted production, the scene turns the brand's giftware into a street-scale illusion, and the video is cut short and punchy to stop the scroll on digital channels.
PROJECT VIDEO
Product detail: The Reis Kuyumculuk 3D animation rebuilds the relationship between jewellery and light in a digital environment. Reflections and brilliance across gold and stone surfaces were handled with meticulous CGI material work, resulting in a controlled presentation that shows the pieces from their most flattering angles. Work like this is why the template asks what surfaces the product is made of.
Frequently asked questions
How long should an ad film brief be?
Clarity matters more than length. If every section of the template has a clear answer, a short document is enough; we can fill any gaps together in the first call.
Should the brand or the agency write the brief?
The brand knows the goal and audience best; if you work with an agency, the agency turns that into a creative idea. What matters is that a single document reaches the production team and that it spells out the approval flow.
Should we specify the technique in the brief?
If you have a preference, write it down, but leaving the technique to the goal usually works better. The same idea can be made with live action, CGI, AI or a mix; we recommend the right route for your brief, with our reasoning.
What happens after we send a brief?
We reply to briefs within 24 hours with an approach. Then the idea, technique and schedule are settled together; the quote is prepared within that frame and revision rounds are defined up front.
Send the template once it's filled in, or even half done; we'll complete the gaps together. Send your brief through our contact page, or start with our company presentation.