Ever briefed a video and got something back totally different from what you ordered?

Often, the problem is that the idea for the video was vague.

And as we know, stories thrive on specificity.

The "idea" - also known as the concept - describes what will happen on screen in one sentence.

In the film world, they call this the logline.

Get this right, and everyone is making the same film. Get it wrong, and you're in for painful revisions.

The Magic Sentence

A good idea sentence usually answers three things:

1. Who is it about?
2. What are they doing?
3. Where is it happening?

It helps us see the video before the video is made.

Examples of Clear Ideas

Notice how these describe action, not just topics:

• "A short documentary following three scientists who are trying to beat climate change with seaweed farms in Tasmania."
• "A walk-through testimonial from our highest-spending customer, showing us their newly wallpapered home."
• "A training video where sales staff smell our latest fragrance for the first time and try to describe it to camera."

See the difference? You can picture those immediately.

Don't Confuse the "Goal" with the "Idea"

This is where most briefs get stuck.

You might know why you want the video (the goal), but not what the video is (the idea).

The Goal:

"We want to raise awareness of the importance of sunscreen for new migrants."

The Idea:

"An animated explainer contrasting the mild sun of other climates with Australia's harsh UV index, showing how quickly burns happen."

See how the goal is the "why," and the idea is the "what"? We need both.

Longer Examples (The "Who, What, Where")

Sometimes you need a bit more detail. 1-3 lines is usually enough.

1. The Stolen River

• Goal: Highlight the water crisis in the Murray Darling.
• Idea: A character-driven portrait of a local elder, Fred, whose personal story reveals the bigger issue of the river's future.

2. Leadership Culture

• Goal: Foster a culture of leadership at Harris and Mitchell.
• Idea: We interview leaders from every level of the firm and ask them one single question: "What is the one lesson every leader needs to remember?"

Stuck? Ask Your Filmmaker

Problem is, writing these summaries is hard. It’s not easy if you don’t do it every day.

So if you’re staring at a blank page, just ask your filmmaker. Filmmakers practice this for years.

A good production partner will listen to your rambling thoughts, ask a few questions, and say: "So, it’s a character profile of Fred at the river, right?"

That’s part of their job. Use them.

The Bottom Line

If you can describe what we see on screen, you’re 90% of the way there.

If you’re stuck in abstract themes like "innovation" or "community," try to find the action. Who is doing the innovating? Where does the community meet?

Nail that sentence - or get your filmmaker to nail it for you - and you’ll get the video you imagined.

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