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Because of the nature of the animation jobs a clear brief is even more crucial than on stills projects – imagine it has all the same variables and obstacles only it goes with 25 (for now) stills per second, the camera is moving and the cat in the corner just exploded.
Due to the added complexity our briefs need to be watertight, we have to be proactive and anticipate future issues, just like we do with still image projects.
This of course requires experience and in depth knowledge of the workflow, in the next bit we’ll look at what information might be provided, a couple of scenarios and a list of questions to be asked and answered before we can move on with the project.
Projects and clients vary greatly, there won’t be a universal recipe that covers all cases, however knowing what all the requirements are it is just a matter of finding out if the client is proving this certain bit of info or are we producing it.
For example, if the client has an idea and nothing else – that’s okay:
We’ll write a synopsis, create a storyboard, amend this storyboard to accommodate the client’s requirements, create a previz and so on.
On the other hand, if they have hired a creative agency to do the creative part for them and we get a storyboard, perhaps an animatic, soundtrack, a voice over clip – still okay, we’ll fill in the blanks in the brief and again move on.
The key is knowing what questions to ask and at what time.
Often times the client does have the information or can get it, it’s just that they don’t know they should provide it or perhaps don’t think it’s relevant.
For simplicity’ sake let’s say the client wants an animation. That’s all the info we have at this stage. Here are most (hopefully all) questions we need to ask to fill in the brief:
- What is it? (if the answer to any of these is it’s up to us, then we have the answer)
Is it a product video, a cinemagraph, a music video?
- What does it involve?
Is it a full-CG short or does it have live action footage? Does it require VFX, or is it more straight-forward cameras in a room set? Existing assets?
- How long is it and what would it be it’s purpose?
A cinemagraph that would go on instagram would be good between 10-15 seconds,
one that would rotate all day during a product show probably needs to be longer.
Resolution requirements? Output options?
- What is happening?
It’s a product video showing our toaster from different angles on a black background and highlighting its features is one option, it’s a product launch video of our toaster, sitting on a kitchen counter, when turned on it transforms into a robot and runs out of the house, would be another.
- How many shots?
If there’s storyboard we can probably answer that, if we are creating it we can answer again, if not we should get a number. So how many features does your toaster have?
‘Well, 3, but it also has a nice finish.” That would be 5 shots without opening and closing frames, 4 features to highlight and a closing shot.
- Specific features to highlight? What finishes? Product details? Technical data of the product?
The Product DNA, the more we know about it the more sensible our work will be and our questions more relevant.
By this point we should be able to write up a synopsis, put together the L&F and perhaps even create a storyboard. We have:
- Title
- Type of project and style
- Resolution/s
- Duration
- Number of shots
- Product DNA
- Number of edits
For the next step we have to have slightly more specific and more technical info. Again, if it’s up to us, we have the answer.
- Action per shot
- Duration per shot
- Type of shot
- Specific camera/lens
- Titles per shot
- Voice over sound clip
- Soundtrack
- Life action footage/models
- Specific VFX per shot
Extracting meaning from client briefs and organizing the key information:
Inevitably there will be follow up questions about specifics as we go along, customizing and filling up the blanks in the briefing templates should provide for a solid start. The Briefing Templates are still being worked on and reviewed, they will address another issue we often face - loose briefing information or essay form briefs.
Take a look at the following -
Let's start with the Creative Summary.
Although it isn't the most confusing brief we've had and it's rather short - it takes time to digest. Then add the Notes and it gets even more confusing. What extra information does the Additional tab provide? Considering we are the ones who write those, if could look like that -
This is arguably easier to understand, quicker to ingest and a lot easier to reference and keep track of where on is in the process.
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