The most important thing when planning a video

Hey! We at Lava Media call or write to clients every day who are just starting to plan their video, and I know exactly what will help you immediately clearly understand what exactly you want to get as a result.

So let's guess? Is this a description of the target audience? Not! Is this a brand positioning description? And again no! Is this an indication of the slogan of the advertising campaign? No no no!

It's simple - these are examples. One example is better than hundreds of descriptive words. Each of us can characterise the video in different ways. Believe it or not, sometimes the phrase “calm light romantic” clip from the brief can turn out to be “dynamic gloomy action movie”. I'm exaggerating, but I think you get the point :)

One example is better than hundreds of descriptive words.

A couple of examples of what you like will make it easier to develop a video creative. Of course, we ourselves are looking for examples of videos for the brief. Just yesterday we finalized the library of our examples - there are more than 1,000 of them!

In my practice, there were a couple of cases when a client sent an animated video and asked to do 1 in 1 as an example. Although we like to create our own style, this approach also takes place: the client saved budget on creative, illustrator, art director, knew what he wanted and got it, accepting the video without any comments.

Conclusion: before filling out the brief, watch the commercials of your industry and send the ones you like.

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