Corporate video production briefs are getting worse and I think it's making the work worse too
Unpopular take: the quality of creative briefs for corporate video has declined significantly in the last few years and I think it's directly connected to the compression of timelines and the expectation that production companies will figure out the strategy that clients used to bring to them.
A good brief tells the production company who the audience is, what the single most important thing the viewer should feel or know after watching is, what success looks like, and what the constraints are. A bad brief says "we need a brand video, here is our website, make it feel premium."
The production companies that are actually excellent push back on bad briefs and ask the questions that force the client to think, the ones that just accept whatever they're given and start talking about visual language are setting the project up to fail from day one.
I've started treating how a production company responds to a vague brief as one of my primary evaluation signals, if they start talking about cameras before they've understood the strategy, I'm already skeptical.