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Hi, if you’re a marketing professional tasked to create a CGI video or a small business owner who wishes to create a CGI video for your new product, this blog post is written for you. Because you’re an expert in marketing, you may not have the expertise for a CGI video. And even if you have a decent understanding of CGI video creation, you’d probably want to stay focused on marketing. You should create a CGI video brief, and find an experienced CGI Creative Studio for the proper help you need.

That said, if you have budget constraints or happen to be working with a less experienced team, or an animation team that’s solely focused on their craft and may not be fully understanding you from the get-go, then you’d need a solid creative brief to set yourself and your creative partner up for success.

Quality input = Quality output.

It should be the role of the creative studio to educate their clients on how to create briefs that would work. That all sounds a little technical, but basically, it’s about them asking the right questions or you providing the right information. So, here’s what makes a great creative brief:

  • The USPs
  • The Key Message
  • Visual References: Main Ref, Past Campaigns and No-nos
  • Budget and Timeline

The USPs: Creating a Brief for CGI Video

USPs, not KSPs

A 30-second CGI video is suitable to highlight three unique selling points (USPs) of a product. Trying to include more might seem cost-effective, but it would overwhelm viewers. So, when preparing your creative brief, you’ll have to exercise some restraint to put every selling point in. Rather, you should ideally only include the unique selling points, the differentiators from your competition.

Technicalities vs User Benefits

As a marketing professional, you know your general audience isn’t focused on technical details. They want solutions to their problems, user benefits if you will. However, a less experienced CGI team might not grasp this and could create a technical slideshow, information better suited for a product page. We want to avoid a costly, overly technical presentation (unless your target audience is very technical, of course).

Your creative CGI team needs to fully understand these USPs. Have them sign an NDA and send them the product or prototype. Discuss the benefits of each USP with your team, explaining how they stand out from the competition. The CGI creative team will thrive on this uniqueness, and find solutions to visually showcase these benefits, helping viewers see how the product can improve their lives.

The Key Message

It can only be ONE key message when creating a brief for CGI videos. Social media and CGI videos aren’t the place for lengthy explanations. They aim to excite, entertain, and generate interest in a new product. It’s risky to cram too much information into a 30-second video. Ask yourself, “What’s the one lasting message this video should convey?”

For example, with a gaming mouse, the key message could be that it’s the lightest pro-level gaming mouse in the industry. Other individual USPs are important, but secondary. This focus helps your creative team prioritize and create a video proportionate to the main message. Everyone can still ensure the video covers and portrays your USPs well, but they must ensure it effectively delivers the ONE key message.

Visual References: Creating a Brief for CGI Video

Main Reference

If you’re planning to create a CGI video, you’ve likely seen a reference video that you believe could benefit your product. This reference might also come from your boss. Whatever the source, this main video can serve as a basis for many discussions. Since it’s a reference, there will be elements that work well for your product and others that seem irrelevant. Highlight these points when creating your brief for CGI videos, to avoid confusing your CGI team.

Past Campaigns and No-nos

Be sure to share past campaigns that worked, how you’d like to differentiate from that, and what the past no-nos when working with other CGI vendors. This way, we reduce the risk of getting something unwanted.

Budget and Deadline

If you already have a working budget, share it with the CGI vendor to avoid the back-and-forth of who discloses their figure first. By stating your budget, you set a clear spending limit. The CGI vendor can then decide if they can work within that amount and suggest what they can do with it.

Alternatively, you could mention that you’re unsure about typical timelines and budgets and don’t want to shortchange the vendor. However, this approach takes more time, and the estimate will likely be higher to cover uncertainties. An experienced CGI team can provide ballpark figures for general financial alignment early on, saving time and preventing wasted effort.

Since you might not understand the process of creating a typical 30-second CGI video, it’s more helpful to give your CGI vendor a deadline. They can check their availability and work backwards to create a timeline. Experienced CGI teams understand that you’ll need the video a week or two in advance to hand it over to web adaptation vendors and others.

Conclusion: Creating a Brief for CGI Video

Creating a great CGI video starts with a well-crafted creative brief. With the right input, you can set your project up for success and ensure your vision is realized. Don’t let the process intimidate you—use this guide to outline your USPs, key message, visual references, budget, and timeline.

Remember, a clear and concise brief will help your CGI team understand your needs and deliver a video that meets your expectations. If you need further assistance, consider reaching out to an experienced CGI team like Masonry Studios. We can guide you through the process and ensure your project is a success.

Ronald Fong

Author Ronald Fong

A CGI animation director and educator who blends storytelling prowess with visual finesse, shaping his expertise in the creative realm. From technically-driven 3D animator to founder of Masonry Studios, he navigates challenges, shares insights, and empowers the next generation of creatives through tutorials, talks, and business wisdom.

More posts by Ronald Fong

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