Start with the objective
Explain what the film needs to achieve. It might launch a new restaurant, support a menu change, help with recruitment, introduce a product to trade buyers or build awareness with a new audience. A film with one clear purpose is easier to plan and easier to judge once it is finished.
If you have several goals, rank them. The production company can then advise whether one film can serve them all or whether a main film with a set of shorter edits would work better.
Say how you will judge success. You might be looking for bookings, enquiries, views, applications or feedback from trade customers. Knowing this from the start helps the production company decide what the film should show and how it should end.
Describe the audience
Say who will watch the film and where. A buyer at a hospitality group, a diner scrolling Instagram and a chef watching a training video all need different things. The audience shapes the length, the pace, the tone and the format.
Share what you already know about your audience. Previous content that performed well, comments from guests and feedback from sales teams all help the production company understand the people the film is for.
Be specific about where the film will live. A film made for a website hero section, a trade show screen, a LinkedIn post and an Instagram reel will each be framed, paced and cut differently. If one film needs to work in several places, say so in the brief.
Share the story and the people
Tell the production company what makes your restaurant, hotel or brand distinct. Introduce the people who might appear on camera, such as the chef, the producers or the founders. Include brand guidelines, previous films and references you like or dislike, with a short note on why.
A good production partner will help you shape the story, and this is often where the most useful work happens. Different films need different briefs. Our work for Unilever Food Solutions includes the documentary Abby Lee: Food that moves us and a recipe training series with Chef Maurits, and each started from a clear sense of purpose.
If people on camera are not used to being filmed, say so. The production company can plan interviews, rehearsals and timings to help them feel comfortable, which usually shows in the finished film.
Our founder Nathan cooked for ten years before picking up a camera, which helps when the story sits inside a kitchen.
Cover the practical details
Include the locations, the dates that work and any that do not, such as busy services or closures. Note who on your team needs to be present and who will sign off the film. Mention any limits on filming, such as guests in the room, staff consent, music or branding.
List the deliverables you need. You might want a main film, shorter cut-downs, vertical versions for social media, subtitled versions and stills from the shoot. Say where each will be used. This affects how the shoot is planned and how the edit is approached.
Think about the food itself. Note which dishes or products should appear, whether they change with the season and who will prepare them on the day. For food brands, say whether the film should show the product in a professional kitchen, at home or in a restaurant setting.
Be open about budget and approvals
Share a budget range if you have one, or explain how the budget will be decided. It helps the production company suggest what is realistic and where to focus. Without it, proposals can be hard to compare.
Agree how feedback will work. Name one person to collect comments from your side and agree how many rounds of changes are included. Clear approvals keep the project on schedule and avoid surprises at the end.
Tell the production company about any fixed deadlines, such as a launch date, an event or a campaign start. A clear end date helps everyone plan backwards and agree when filming, first cuts and final delivery should happen.
Start with a conversation
A written brief does not need to be perfect. Many good projects begin with a short call where both sides ask questions and test ideas. The brief can then be refined together.
Before the call, gather what you already have. A rough objective, a list of people and places, some reference films and any key dates are enough to get started.
If you are planning a film, book a 15-minute call with us and we will help you shape the brief.