What Makes a Great Animation Brief and How to Write One

A great animation brief sets the foundation for an efficient and effective production. It reduces revisions, speeds up delivery, and increases the likelihood of getting the right result—first time.

At Explanimate!, we’ve produced hundreds of animation projects across sectors. The clearest trend across our most successful work? Strong briefs.

1. Start with the objective

The first question we ask is: what’s the video meant to achieve?

Vague goals like “we want something engaging” don’t offer a clear creative direction. A strong objective might be:

• “Increase sign-ups on the landing page”
• “Explain the new process to internal teams”
• “Support a product launch with a 60-second overview”

Clarity here helps guide everything from tone to structure.

2. Define the audience

The more specific the audience, the more tailored and effective the animation will be.

Useful details include:

• What the audience already knows
• What they need to understand or feel
• What will drive them to act

If available, include any personas, survey insights, or customer feedback.

3. One key message

Strong briefs usually distil the message into one main idea. That might be:

• “We help customers save time with automated billing”
• “This new policy protects staff while reducing admin”

A clear message ensures the viewer leaves with the right understanding.

4. Include must-haves

Late stage revisions often result from missing details that weren’t flagged early. Useful inclusions:

• Brand colours or logo usage rules
• Mandatory messaging or disclaimers
• URLs, hashtags, or call-to-action copy

5. Flag what to avoid

It’s just as helpful to outline what not to include:

• Old branding or outdated taglines
• Messaging that’s already been tested and dropped
• Off-brand visuals or styles

This prevents wasted work and unnecessary back-and-forth.

6. Share references

Visual examples help shape creative direction. A few links to videos or animations that reflect your preferences are useful especially if they come with notes like:

• “We like the simple linework”
• “The tone is too playful for us”
• “Good pacing, but needs more clarity”

Keep it short

A clear brief doesn’t need to be long. One to two pages is usually enough. Long documents often dilute the core information under layers of strategy or internal context.

We use a briefing form that can be filled out in under 15 minutes. It helps keep things focused and actionable from the start.

Why good briefs matter

Across recent Explanimate! projects, clear briefs have led to:

• 30% faster delivery times
• Up to 40% fewer rounds of revision
• Better alignment between creative and client expectations

The time invested in writing a strong brief pays off across the rest of production.

Need help shaping your brief?
We’re happy to share our visual template or offer input if you’re unsure where to begin. A clear brief improves outcomes, whether you’re working with us or another studio.

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About the author
Explanimate! A motion design studio founded in Brisbane, in 2011.