Ordering

What we need in the brief

The brief is deliberately short. Every field on it changes what we film, and anything that did not has been removed.

The one thing viewers should remember

This is the most important box on the form. A video that makes one point lands; a video that makes three is forgotten. If you are torn between two, order two videos rather than crowding one.

Who it is for

Be specific. "Runners and gym-goers, 25 to 40" gives us a person to talk to. "Everyone" does not.

Tone and style

Style is the bigger decision of the two. UGC looks like a real customer filming themselves, which is why it performs on social. Ad looks like a commercial and is better when the product needs explaining.

Exact length

Tick this if a platform caps your length. If the script runs long we will cut information to fit rather than run over, keeping the main point intact.