Video production
A video production brief tells the team what to make, for whom, in which formats, by when, and inside which rules. When the video is made with AI, the brief carries more of the job, and why that is is its own story. This is the template: what to put in it, section by section, plus the four boxes an AI shoot adds.
The template, section by section
| Section | What to put in it |
| Objective | The one thing the video has to do, and how you will judge whether it did |
| Audience | Who they are, where they will see it, and what they already think of you |
| Message | The single thought to leave behind, and the proof you are allowed to use |
| Deliverables | Every cut: the master, each cut-down, its aspect ratio, its language and its market |
| Mandatories | Brand guidelines, logo and pack rules, legal lines and category rules |
| References | Work you want to be near, work you want to avoid, and why in each case |
| Budget and timing | The date it has to run, the budget range and how many review rounds you expect |
| Approvals | Who signs off at each stage, and who has the final say |
List every cut before production starts, with its ratio and length, because each one is a separate output. The platforms’ current video sizes and safe zones make a good checklist for the deliverables section.
The four boxes an AI shoot adds
→ What may be generated, and what must be real. The product, the pack, the logo, real people and real locations. Decide which of them can be generated and which have to come from a shoot or an approved asset, before anyone starts.
→ Whose face and voice. If the video uses a real person’s likeness or voice, the brief should say who they are and that their consent covers digital replication. Brand-safe AI production covers what that consent and the record behind it should contain.
→ The disclosure decision, per platform. YouTube asks creators to disclose realistic altered or synthetic content. TikTok asks creators to label AI-generated content that contains realistic images, audio or video. Meta labels ads made or significantly edited with its own generative AI tools, and adds an “AI info” label to ads it detects were made with third-party AI tools. The brief should record, platform by platform, whether the work counts as realistic and who makes that call.
→ The production record. Which model and version made each element, the licence status of every input, which parts are human-made, and a named approver at each gate. Ask for it in the brief so it is built as the work is made, not reconstructed afterwards.
3
Kinds of realistic AI content YouTube asks creators to disclose: a real person appearing to say or do something they didn’t, altered footage of a real event or place, and a realistic scene that never happened.
One brief, one owner
Name one person who owns the brief and answers questions about it. Every question the team cannot get answered becomes a guess, and every guess becomes a version someone has to review.
Where PUNX fits
PUNX runs AI video production from Makati: 50-plus people, founded 2023, with P&G, San Miguel, Petron, GCash and KFC on our client list. If you are still choosing who to send the brief to, our guide to picking an AI content studio covers the questions worth asking first.
FAQ
What should a video production brief include?
The objective, the audience, the message, every deliverable with its aspect ratio, language and market, the mandatories, references, the budget and timing, and who approves at each stage.
What does a brief need when the video is made with AI?
Four more things: what may be generated and what must be real, whose likeness and voice is used and with what consent, the disclosure decision for each platform, and the production record you expect back.
Do AI-generated ads have to be labelled on YouTube, TikTok and Meta?
YouTube asks creators to disclose realistic altered or synthetic content, and TikTok asks creators to label AI-generated content that contains realistic images, audio or video. Meta labels ads made or significantly edited with its own generative AI tools, and adds an “AI info” label to ads it detects were made with third-party AI tools. Check each platform’s current page before launch.
Who should own the video production brief?
One named person who can answer questions about it. Every question the team cannot get answered becomes a guess, and every guess becomes another version to review.
Related
AI video production — the service, from brief to delivery
Inside the workflow — why the brief carries more weight in an AI pipeline
Social media video sizes 2026 — every ratio for the deliverables list
Got a brief half-written?
Send what you have. We will tell you what is missing before anyone starts generating.
Start a project ↗