The 7-line brief that halves your edit rounds

Most video projects run long because the brief tries to do too much or says too little. The first cut arrives, half the team sees a different film in their head, and you spend two more weeks sanding off disagreement. It is avoidable.

A good brief is short, specific and human. It gives the filmmaker a direction of travel and a few hard edges. It also gives the approver a shared language for feedback. Below is a seven-line format we use that consistently shortens timelines and reduces back-and-forth.

Why long briefs fail

Long briefs do not make outcomes clearer. They hide the important parts under a pile of adjectives. Teams pad them to show thinking, not to guide production. By the time the shoot starts, no two people share the same picture of success. When feedback lands, it conflicts.

The seven lines

Write each line in one sentence. If you need more than a sentence, the idea is not ready.

1. Goal

   What does success look like in the real world. Examples: book 30 demo calls, stop returns on a product, get store staff to use a new tool.

2. Audience

   Who is this for and what do they already believe. “Beauty buyers who love the brand but have not tried skincare” is more useful than “women 25–44”.

3. Key message

   If they only remember one thing, what is it. Make it ten words or fewer.

4. Deliverables

   Exact cuts and ratios. For example: one 30s 16:9 hero, two 15s 9:16, three graded stills.

5. Must-haves

   Legal lines, claims, product lockups, usage constraints, brand rules that are actually non-negotiable.

6. Tone and examples

   Two links that show pace and feeling. Say what you like about them so the reference cannot be misread.

7. Deadlines and approver

   When first cut is due and who gives the single, consolidated sign-off.

How this changes the edit

When everyone can repeat these seven lines from memory, the first cut lands close. Feedback becomes “Line three is not clear yet” rather than “could we make it pop more”. The film tightens in two passes because the team is aligned to a shared outcome, not a vague aesthetic.

A quick example

You are launching a new store concept. The lines might read:

• Goal: drive 10,000 visits to the store page and get 2,000 people to book a slot.

• Audience: existing fans who have not visited in 12 months.

• Key message: the store feels alive again and is worth the trip.

• Deliverables: 1x 30s 16:9, 2x 15s 9:16, 3 graded stills.

• Must-haves: logo end card, opening hours, postcode, accessibility icon.

• Tone and examples: Link A for pace, Link B for shot language.

• Deadlines and approver: first cut next Friday, final the Friday after, sign-off by Sam only.

Hand-off basics that save days

Share brand assets, fonts and legal copy up front. Confirm store access, talent permissions and music licence plan. Agree file naming before export. These are small moves that prevent bigger delays.

Try this

Take your next project and write the seven lines in ten minutes. Read them out loud on a call, let the filmmaker repeat them back, then edit the wording together. You will feel the difference in the first week.