Before the first frame

Begin with the feeling

A useful creative brief starts with an audience and an intention. What should someone notice, remember or do after seeing the work? A few specific answers are more helpful than a folder of unrelated references.

Make room for the unexpected

Build a visual treatment around light, location, casting and pacing. Keep the treatment focused enough to guide decisions, then leave room for the small discoveries that give an image its character.

Before production, confirm the deliverables, formats, usage and approval stages. Clear expectations create more freedom when the camera starts rolling.