A useful motion graphics brief gives the creative team enough context to make the right decisions before animation begins. It does not need to be a polished document or a stack of slides. A clear outline of who the video is for, what it should achieve, and where it will appear can prevent avoidable revisions later. Gather the details below, flag anything that is still undecided, and your first conversation will be much more productive.
Define the audience and objective
Describe the people you want to reach as specifically as you can. Include what they already know, what matters to them, and any questions or concerns they may have. “New customers comparing options” gives a creative team more direction than “everyone.” If the video is for several audiences, identify the primary one and explain whether secondary viewers need a different message.
Next, state what you want viewers to understand or do after watching. That could mean learning how a service works, remembering a product benefit, or taking a particular next step. Share where the video fits in the customer journey and how you will judge whether it worked. A focused objective helps the team choose what to emphasize and what to leave out.
Share the message and content
Provide a draft script, key talking points, or a simple outline if you have one. Mark essential facts, required wording, calls to action, and any claims that need approval. If the content is not ready, explain who will supply it and when. Avoid treating every detail as equally important; identify the main point viewers should remember.
Include examples that show the tone or visual direction you have in mind, such as a previous campaign, a reference video, or a few descriptive words. Explain what you like about each example, too. You might admire its pacing but want a different color palette. References work best as conversation starters, not as instructions to copy another brand’s work.
Gather brand assets and requirements
Collect current logos, brand guidelines, color and type specifications, and any approved illustrations or product images. Share editable source files when available, along with notes about which versions are approved for use. If assets are missing, outdated, or awaiting approval, say so early. This gives the team a chance to plan a suitable approach rather than build the project around materials that may change.
Tell the team about any required disclaimers, accessibility needs, or review rules. For example, note whether captions are needed, whether important information must stay on screen for a certain length, or whether legal or product teams must approve the content. Identify one person who can collect feedback and confirm decisions. Clear review ownership helps prevent conflicting notes and unnecessary rounds of changes.
Specify formats, timing, and delivery
List where the finished animation will appear: a website, presentation, social platform, event screen, or another channel. Include the required aspect ratios, dimensions, file types, and any platform or playback restrictions you know about. If you need multiple versions, such as vertical and widescreen edits, name them in the brief. If you are unsure about technical details, share the intended use so the studio can help confirm them.
Set out your ideal launch date, key review milestones, and who will provide feedback at each stage. Mention dependencies such as a script approval, product release, or campaign launch. Also clarify what you expect to receive, such as a final video, caption file, or alternate cut. A practical brief separates must-haves from nice-to-haves, making it easier to plan the work and handle changes.
Before sending your brief, check that it explains the audience, objective, core message, available assets, review process, and delivery needs. You can leave open questions clearly marked; they are easier to resolve when everyone can see them. With those basics in place, Sheffield Motion Co can help shape the details into a clear creative direction. Start with what you know and build from there.