Getting started: The creative brief
Getting started: Preparing the brief
Date
Jan 26, 2026
Category
Production 101
The first step in starting a project with Stonecastle Pictures is to submit a creative brief. This is the foundation of your project, and it contains all the important information we'll need to shape the creative direction, make production decisions, and provide you with a seamless experience that brings your vision to life.
What is a creative brief?
A creative brief is the master document for your project that helps us fully understand why you want a video in the first place. It tells us what you're trying to achieve and what you want people to do after they've watched your video.
The actual document is only 2-3 pages long, but it lays all the necessary groundwork for our team to begin designing a creative approach that aligns with your objectives.
We think of the creative brief kind of like a road map. It's the the full picture of where you are, where you want to go, and the straightest route to get there. Later, as we move through the process, it will become our team's North Star that guides our creative decisions and tells us if we're getting off-track.
What you'll need
Since you know your brand better than anyone else, it's helpful to give some thought to the big-picture questions before we meet. Things like the problem you're trying to solve with the video, the message you need to deliver, and who it's intended for.
We'll also ask you to:
→ provide some background and context, like why you're commissioning this project and whether it's part of a larger campaign or initiative
→ share key milestones and your ideal delivery date
→ tell us your ballpark budget
Clarity is key here. The clearer you can be about your reasons for making the video and what you want it to do, the better we can come up with a tailored plan that delivers exactly what you need.
Overwhelmed? Don't worry! We'll walk you through completing the brief.
What you DON'T need
You don't need all the answers. That's why we're here. We've got almost twenty years' experience developing strategic content across a variety of industries so we're really good at taking your input and connecting the dots for you.
You also don't need to know exactly what you want to film yet. It’s enough to know that you need, say, a short documentary or a fundraising video. In the beginning, we just need to know the scope of what you're after. We'll help you come up with the creative concepts as we move through the process.
Finally, you don't need to have a firm budget. A ballpark figure at this stage will do. This will give us a target as we consider how to wisely allocate for things like production days, gear rentals, size of the crew, and the number of locations.
Bonus points
Any creative references you've already gathered are extremely helpful toward giving us an idea of what you’re envisioning. It could be a movie, a TV commercial or YouTube video, even a magazine article. Anything that hints at a mood, tone, or voice that resonates with you. It’s totally fine if you don’t have anything yet; we have our own library of references we can pull later to stir the creative juices.
It's just as helpful to share what you don't like. Making our team aware of any minefields to avoid at the very beginning of the process gives us a better chance at designing the video you really want.
Filling out the brief
If this all sounds overwhelming, don't worry! After sending you the creative brief, your producer will schedule a call to help you go through any sections you'd like to discuss. It's a collaborative document, so we're always here to offer insights and guide you as much as you need through this process.
Next up
Once you submit the creative brief, we'll move your project into the next phase. It's time to begin pre-production.
Ready to talk?
Schedule a call with one of us to get started on your own project.