Choose one message the viewer should remember
Write down who the ad is for and what they should understand after watching. A product benefit, a launch announcement and a brand introduction are different messages. Trying to give all three equal space usually makes the edit harder to follow.
Supply the approved product name, offer and any wording that must appear. If a claim needs a qualification, include it in the brief. The editor should not have to guess which detail is approved or whether a line is still waiting for review.
Build the opening around the product or problem
The first shot and line should give the right viewer a reason to stay. That could be a product in use, a familiar problem or a direct demonstration. A dramatic opening is only useful when the rest of the film follows through.
Share two references and explain what you like about them. It might be the camera movement, the delivery of a line or the way a feature is demonstrated. A reference is a direction for discussion; it should not turn into a request to copy another brand’s film.
Check the footage and the missing pieces
Send a shot list with the available footage, voiceover, logos, product screens and brand files. Flag anything that is temporary. A placeholder screen or an unapproved voiceover can affect timing, captions and animation later.
Decide who is providing music, stock material and any generated scenes. Check usage rights before the edit depends on them. If AI video is part of the concept, agree on what must remain accurate: a pack, a screen, a face or a specific product interaction.
Plan the versions before the main cut is finished
A horizontal website ad and a vertical social ad may use the same idea but need different framing and pacing. List aspect ratios, durations, languages and caption requirements at the start. Agree whether the shorter cuts need their own opening.
Include the call to action and the destination. If the ad asks viewers to download an app, make that step clear. If it introduces a brand, do not crowd the ending with unrelated actions. Give the viewer enough time to read important information.
Keep the review focused
Choose one person to collect comments from the team. Review the story and structure before spending time on the final colour, sound and graphics. Give feedback with time stamps and describe the problem you want to solve.
My work includes contributions to SunCrypto commercial TV ads alongside product, campaign and short-form videos. For a new freelance ad brief, I confirm my role, the supplied material and the outputs before work begins. You can view the commercial and creative-ad samples in my portfolio.
YOUR PROJECT CHECKLIST
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PUT THE GUIDE INTO PRACTICE
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I’m Narendra, a video editor and design manager. Explore my videos, experience and resume, or share your project.
