A Good Brief Is the Single Biggest Factor in Getting Great Animation
We’ve produced hundreds of animations for organisations including SA Power Networks, Woolworths, Northern Health, SA Health, and Ilim College. The projects that produce the best results have one thing in common: they started with a clear, well-structured brief.
What to Include
The objective
What should this animation achieve? Be specific. “Explain our new claims process so customer service calls drop by 20%” is a brief an animation studio can work with.
The audience
Who will watch this? Their age, profession, and viewing context all influence creative decisions.
Key messages
List no more than three. Animation works best when focused.
The tone
Serious and authoritative? Friendly and approachable? Share examples of content that has the tone you’re after.
Technical requirements
Length, aspect ratios, file formats, accessibility needs.
Brand guidelines
Colours, fonts, logo files, visual standards.
What to Avoid
Don’t write the script yourself (brief the messaging, let the studio write the script). Don’t specify the animation style prematurely. Don’t include too many stakeholders. And don’t skip the brief entirely — “we’ll know what we want when we see it” is the most expensive sentence in animation production.
Learn more about our animation services or book a free consultation.
