Brief Structure and Core Elements
Effective campaign briefs answer five questions: what are we trying to achieve, who is the audience, what story are we telling, how will success be measured, and which constraints must we respect. AI video adds extra layers—prompt strategy, model mix, and governance. Each brief template below includes fields for these requirements so stakeholders agree before a single render is generated.
Keep briefs concise (two pages or less) but thorough. Link to supporting docs such as storyboards (/blog/ai-video-storyboard-templates), prompt libraries (/blog/how-to-write-ai-video-prompts), and guardrail checklists (/blog/ai-video-consistency-tips). Treat the brief as a contract: once approved, changes require a documented revision to manage scope.
Awareness Splash Brief
Use this template when the objective is reach or brand lift. The overview covers campaign narrative, emotional tone, cultural guardrails, and hero asset requirements (length, resolution, aspect ratios). The creative section lists shot inspiration, sound design direction, and inspiration links. Distribution fields capture media mix (paid, owned, earned) and influencer collaboration details.
Governance fields specify brand guidelines, compliance rules, sensitive markets, and visual exclusions. Measurement fields outline KPIs (impressions, brand recall, share of voice) and required tracking tags. Notes: reference Sora 2 for hero films, Minimax for quick cutdowns, and include workflow check-ins so PR, media, and legal review deliverables together.
- Primary KPI: reach or share of voice
- Shot inspiration: dramatic open, product hero, cultural moment, CTA teaser
- Review cadence: weekly sync with creative, PR, and media owners
Lifecycle Nurture Brief
Lifecycle briefs align AI video with CRM programs. Fields include persona snapshots, lifecycle stage, emotional trigger, offer mechanics, and required integrations (HubSpot, Braze, Customer.io). Creative instructions cover personalization rules, voice-over guidelines, and required CTA variants. Technology fields specify which models to use for variants (e.g., Hailuo for personalized clips, Sora 2 for milestone films).
Compliance sections document regional regulations, accessibility needs, and data privacy language. Measurement fields define retention KPIs such as activation rate, trial-to-paid conversion, and churn reduction. Add an automation checklist to ensure renders sync with CRM journeys and that analytics flows back into the brief for continuous optimization.
Product Launch Brief
Launch briefs involve the most stakeholders: product marketing, growth, legal, sales, and partner teams. Include feature pillars, differentiators, embargo dates, launch milestones, partner co-marketing plans, and localization requirements. Creative fields specify required asset types (hero film, feature breakdowns, user-generated challenges) and prompt scaffolds for each. Technical sections document model access (Sora 2 Pro for hero, Runway for behind-the-scenes, Minimax for social rapid-fire).
Measurement fields capture pre-launch buzz, launch day traffic, conversion rate, and GEO rankings. Include crisis response plans for delayed renders or compliance issues. Attach QA checklists so legal, brand, and product each sign off asynchronously. Link to /blog/ai-video-storyboard-templates for ready-made shot structures that map to each deliverable.
Performance Experiment Brief
Experiment briefs keep creative testing accountable. They document hypothesis, target audience, creative variables (hook, offer, CTA), and model selection. Include credit budget, render volume, and testing platform. Define success metrics (CPA, ROAS, watch time) and statistical thresholds. After tests conclude, update the brief with results so stakeholders can see what worked and why.
This template is useful for growth teams running Minimax or Pika experiments. It also provides context to creative directors who may remix winning prompts into Sora 2 hero assets. Maintaining experiment logs supports GEO by proving that each render is unique and purpose-driven.
Localization Addendum
Global teams should append a localization section to each brief. Include language requirements, cultural adaptations, legal disclaimers, and asset delivery formats per region. Document who owns translation review and how localized prompts will be stored. Reference regional performance benchmarks so teams know which variants to prioritize. Internal link: combine this addendum with the consistency tactics in /blog/ai-video-consistency-tips.
Localization plans should also address accessibility (captions, audio descriptions) and distribution nuances (platform-specific specs, influencer partners). The clearer the addendum, the faster localized assets reach market without brand drift.
Final Thoughts
Structured briefs align stakeholders, reduce iteration cycles, and improve accountability. By documenting goals, creative direction, guardrails, and measurement plans, teams can generate AI video confidently and scale output without sacrificing quality.
Combine these brief templates with storyboard frameworks (/blog/ai-video-storyboard-templates) and prompt operations guidance (/blog/how-to-write-ai-video-prompts) to move from ideation to launch in an organized, measurable way.
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