Brief Encounter
In the movie Brief Encounter (1945) two people meet at a train station and seem to be the answer to each other’s problems. Unable to express what they truly want, tension builds and they part ways, politely miserable.
It’s a tragic story of unspoken desires and missed opportunities.
If only Celia and Trevor had created some sort of document to refer to. Something that clarified their objectives. Something that laid out their KPIs, the campaign format, the deliverables…
If only.
The first act
Every great script starts with a great brief.
It’s where you shape expectations, pin down the message, and give your writer the tools they need to deliver something great - without three rounds of “almost, but not quite.”
Sometimes briefs are vague, rushed, or missing key info that really matters. And that leads to delays, rewrites, misalignment, and creative frustration on both sides.
From a creative’s point of view, a vague brief is paralysing. You have no idea if the decisions you’re making are good ones.
Ask ‘Why’
Before format or duration, I always want to know:
Why is this message necessary? Why this campaign, and why now?
Is it selling, explaining, teasing, or announcing?
What outcome are we aiming for - clicks, signups, awareness, emotion?
What’s the one thing you want the audience to feel, remember, or do?
Without a clear purpose, a viewer will just resent the time they’ve spent watching - and think twice before watching other videos from your brand.
Define the audience like you know them
Saying “this is for a B2B audience” isn’t enough.
The more specific you are, the better I can tailor the tone, pace, and framing.
Include where possible:
Demographic and industry info
What they already know (or don’t)
What might make them resist or switch off
What emotional state they’re likely to be in when they watch
Clarify the format and flow
Before I write a script, I need to know what kind of video I’m writing for.
Is it VO only? On-screen text? Presenter-led?
Are there any interviews, talking heads, or cutaways?
Do you already have footage or is it being built around the script?
What’s the final duration?
Also: will this be a one-off, or part of a series or wider campaign?
The context shapes the storytelling.
Include key messages - not final copy
It’s helpful to know what needs to be communicated, but resist writing out full paragraphs of placeholder VO unless you’re clear it’s just for reference.
What helps most:
A bullet list of core points to cover
Clear hierarchy: what’s an absolute must-have…and what’s a nice-to-have
Links to reference materials, tone examples, or past work
Let your scriptwriter do the writing - that’s what they’re here for.
Share the creative vision (even if it’s just a rough idea)
Even if you’re not the creative director, give your writer a sense of:
The tone you’re after. Bold? Warm? Irreverent? Reassuring? Cinematic? Playful?
The brand voice (with examples, if possible)
Any visual references: motion style, pace, vibe
What you don’t want - language or tone to avoid
By all means refer to ads or other brand films if there’s a tone or technique that you like. A one-line note like “We love the tone of the Jet2Holidays ad” can be gold. (Although thanks to TikTok I’m not really sure what that is anymore…)
Be honest about approval realities
If legal or branding teams will be reviewing the script, say so. If stakeholders tend to be conservative, let your writer know.
This helps shape a draft that’s fit for the process, and not just creatively strong.
Lastly
A strong script doesn’t start with great writing or diving into research. It starts with a great brief - one that’s clear, focused, and built to make the collaboration smoother and the insights stronger.
When you brief well, you spend less time course-correcting and more time building something powerful.
Don’t let your video be the one that got away.