A brief is a decision system
Give the studio enough clarity to make useful creative choices
A strong CGI brief does more than list deliverables. It explains the product truth, the audience, the single message, the visual ambition, and the practical constraints that every frame must respect.
Define the territory
A useful brief makes the product rules and creative opportunity equally clear
References should communicate the desired feeling, material quality, lighting, and audience response while leaving room for the studio to build an ownable visual system.
Essential inputs
What to include before production starts
- Final or best-available packaging artwork
- Product dimensions and reference photography
- Audience, market, and launch objective
- One primary message and supporting proof
- Deliverable formats, durations, and deadlines
- Brand rules, references, and approval owners
Control and flexibility
Separate fixed requirements from creative territory
Lock the non-negotiables
Be precise about pack accuracy, mandatory copy, logos, legal lines, product color, output specifications, and stakeholder approvals. Ambiguity here creates avoidable rework.
Leave room for direction
Describe the desired feeling and communication outcome without prescribing every camera angle or transition. The studio needs enough space to propose a visual system, not merely execute a shot list.
Feedback
Review the work against the brief
Consolidate feedback by decision: product accuracy, story clarity, art direction, animation, and final delivery. Named approval owners and decisive review rounds protect both the schedule and the quality of the final work.