From Deliverables to Feelings: How to Reframe Your Video Brief
Why most video briefs start in the wrong place
Most video briefs begin like this: We need a 2-minute corporate video.
It sounds clear, but it’s not the right place to start.
That kind of brief focuses on deliverables: length, format, file type. It treats the video as a finished product rather than a tool to move people.
Brief reframing flips that approach. Instead of saying what the video should be, it asks how it should make people feel and what it should drive them to do.
For example, instead of "We need a 30-second cutdown", try "We need our audience to feel confident so they'll take action."
This small shift changes how you:
- Write the brief
- Make creative decisions
- Measure the video’s success
What is brief reframing and why it matters
Brief reframing turns “We need a video” into “We need people to feel X so they’ll do Y.”
Most video briefs read like production shopping lists: a 2-minute video, three cutdowns, subtitles, delivery by Friday. They are clear on outputs but vague on outcomes.
Reframing puts the audience’s emotional journey at the centre. It is about designing the video around how people should feel and what they should do next.
This matters because:
- Emotions drive decisions. People act based on how they feel.
- Behaviour follows emotion. A reassured viewer is more likely to sign up, share, or adopt a new idea.
- Clear emotional goals guide creative decisions. Your video team works with a single focus, not a vague idea of “something engaging.”
How to reframe your video brief
To flip your brief, change the order of your thinking. Start with the audience and emotion, then define the action, and only then choose the deliverables.
Define the moment and the feeling
Begin with the viewing context:
- Where is your audience watching?
- What is on their mind?
- What pressure or emotion are they feeling?
Then choose one core emotion to aim for. This could be reassurance, excitement, curiosity, or pride.
Make that feeling the headline of the brief.
Link feeling to action
Next, connect the emotional goal to behaviour:
- If they feel confident, will they sign up?
- If they feel supported, will they embrace the change?
Frame it as a simple logic chain:
Feel → Do → Impact
For example: “If they feel reassured, they’ll complete the form. That drives more leads.”
Choose formats and runtimes last
With the emotional and behavioural goal set, you can now select formats that support it:
- A 90-second hero video
- A few short cutdowns for social
- A version tailored for internal rollout
Now the deliverables serve the outcome, not the other way around.
Questions that unlock better briefs
Instead of asking “What kind of video do you need?” ask:
- What is happening that makes you want a video right now?
- If the video works brilliantly, what will change for your audience?
- What are people currently confused about, ignoring, or afraid of?
To define the emotional shift, ask:
- How do people feel about this now?
- How should they feel after watching?
Capture that shift in a simple before/after statement. Once your stakeholders agree on the feeling, creative alignment becomes much easier.
Why this approach improves creative and production decisions
With a single emotional focus, every decision gets sharper.
Now, instead of asking “Should we add another talking head?” you ask:
“Does this help the viewer feel X so they’ll do Y?”
That makes it easier to:
- Align scripts, visuals, pace and sound to one emotional tone
- Prioritise scenes that support the outcome
- Focus budget and time on emotionally critical moments
For instance:
- A video built to reassure might feature steady pacing, warm visuals and clear messaging.
- One meant to energise might use quick cuts, vibrant colour and dynamic sound.
Selling the approach to stakeholders who just want a video
Some stakeholders may resist this shift. They might see it as fluff or overcomplication. Help them see the value by:
Translating emotion into business terms
Link feelings to risk or return:
- “If staff feel confused, they will ignore the new policy.”
- “If they feel clear and supported, adoption will increase.”
Showing before and after examples
Bring real contrasts:
- “This polished version left people unsure.”
- “This emotionally clear version doubled engagement.”
You are not adding fluff. You are reducing guesswork and making better use of budget.
Measuring success when the goal is emotional
When your brief is built around a feeling and an action, your success metrics should follow that path.
Track both emotion and behaviour:
- Soft indicators: comments, feedback, survey responses
- Hard metrics: sign-ups, click-throughs, completion rates, internal adoption
After launch, ask:
- Did the video create the intended feeling?
- Did that feeling lead to the right action?
- Which scenes moved people, and where did attention drop off?
Use those insights to shape your next brief. The goal is to get sharper each time.
Ready to flip your next video brief?
If your briefs still sound like a checklist, such as
“2-minute video, 3 cutdowns, subtitles,”
it is time to change how you start.
At Epitome Collective, we help teams move from asset checklists to emotionally driven creative.
Need help getting there?Get in touch with Epitome Collective.
Let’s make something that actually moves people.
