Before a Product-Launch Shoot: 12 Things to Put in the Brief

# Before a Product-Launch Shoot: 12 Things to Put in the Brief

Whether a shoot day produces assets the team can actually use is often decided before anyone arrives on set. A useful brief does more than say “make it look great.” It aligns the brand, creative team, and production crew on who the work is for, what they should understand, and what they should do next.

Use this checklist to prepare a product-launch shoot or to start a clearer conversation with a production partner.

1. The campaign objective

Choose the primary job: introduce a new product, send people to product details, resolve a purchase concern, or support a launch. Do not start with the number of assets before deciding what they need to accomplish.

2. The audience

Describe the buyer as a real person: what they are choosing or trying to solve, what they already know about the product, and what might still make them hesitate.

3. Product facts and guardrails

Include the product name, model, features, usage, price, promotion, and launch date. Separate verified facts from marketing language. Assign an owner to check claims about results, ingredients, or product performance before publication.

4. One central message

If the viewer remembers one thing, what should it be? Write it in one sentence and use it to guide the visuals, script, and call to action. Avoid squeezing every selling point into one video.

5. The next action

Choose a CTA that matches the objective: view product details, start a chat, buy, or subscribe. If there are multiple destinations, identify the primary one and provide the correct link in the brief.

6. Channels and formats

List where each asset will appear: the website, product page, social post, or ad. Specify the required format, such as vertical or horizontal, duration, aspect ratio, captions, and any interface-safe areas.

7. Deliverables and variations

List each asset and quantity: hero video, stills, product images, cover image, or alternate hooks and CTAs. If versions should differ, say whether the variation is in the hook, message, visual, or audience.

8. Creative direction and references

Share examples you like and explain why: pacing, lighting, tone, or product demonstration. Include what to avoid. The goal is to communicate a direction, not copy someone else’s work.

9. Must-haves and exclusions

Specify packaging, logo, colours, product, people, setting, or copy that must appear. Also list prohibited language, unapproved imagery, and brand or communication restrictions.

10. People, location, and materials

Name the approver, product-information owner, shoot-day contacts, required product quantity, location constraints, and who supplies props or equipment. Choose one primary contact to reduce conflicting feedback.

11. Schedule and approvals

Set the shoot date, first-draft date, feedback deadline, and launch date. Name who reviews the work and how feedback will be consolidated. If several people need to review, collect their notes into one clear round.

12. Usage rights and measurement

State the channels, duration, and territories where the assets may be used. Clarify rights for people, music, and third-party work. Then choose a measure tied to the objective—such as product-page clicks, conversations started, or orders—and name who will review it and when.

A final brief check

• Can the team explain who the work is for and what it should achieve?
• Has an owner verified product facts and claims?
• Are deliverables, channels, and specs clear?
• Are the approver and schedule named?
• Are usage rights and measurement covered?

If any answer is unclear, fill the gap before the shoot. It gives the team a better basis for scoping and production planning.

Build your brief

Start with the FTM Stars Shoot Brief Builder to organise product details and goals into a brief and shot list.

If you need help developing concepts, scripts, and campaign-ready assets, contact FTM Stars about a Content Sprint or Production with your objective, timing, and current bottleneck.