A strong Creative Brief for Animation lays the foundation for success. It ensures that the animation team understands your objectives, audience, tone, and vision before they even sketch the first storyboard frame. It aligns everyone client, creative director, animators, and scriptwriters toward the same goals.
But how do you actually write a creative brief for an animated project? What details should it include? And how much information is too much?
Why a Creative Brief Matters in Animation
Animation is a collaborative medium. It blends design, storytelling, voiceover, music, timing, and tech. If any one element is misunderstood or misaligned, the whole project suffers. That’s where a creative brief for animation steps in to act as the blueprint.
A well-written creative brief:
- Saves time and money by avoiding miscommunication
- Aligns the team on core objectives and brand voice
- Helps evaluate concepts and scripts against the original goals
- Reduces endless revisions and scope creep
- Serves as a reference point throughout the production process
In short: skip the brief, and you risk getting an animation that misses the mark.
Key Elements of a Creative Brief for Animation
Here’s a breakdown of what your animated project creative brief should include and how to approach each section.
1. Project Overview
This is your opening paragraph. Keep it short, simple, and informative.
Include:
- A summary of what the animation is for
- The problem it’s solving or the message it needs to convey
- How it fits into the broader marketing or communication strategy
Example:
We’re producing a 90-second explainer animation for our new mobile banking app. The video will live on our landing page and help users understand how to use key features.
2. Objectives
Clarify what you want the animation to achieve. Not just what it should “show,” but what it should do.
Ask yourself:
- Are you trying to increase signups?
- Educate users about a process?
- Introduce a new feature?
- Drive social media engagement?
Example Objectives:
- Clearly explain the benefits of our subscription service
- Reduce support tickets by visually showing how onboarding works
- Build trust with first-time website visitors
Be specific and measurable where possible. “Increase awareness” is vague. “Increase landing page conversion by 20%” is better.
3. Target Audience
Who is this animation for? Understanding your audience deeply will inform the style, tone, pacing, and messaging.
Include:
- Age range, profession, or industry
- Knowledge level (Are they beginners? Experts?)
- Pain points, interests, or behavioral traits
- Platform they’ll be watching on (Instagram, website, YouTube, etc.)
Example:
Our primary audience is HR managers aged 30–50 who need a more efficient way to onboard new hires. They’re busy, tech-savvy, and want a solution that looks polished and professional.
4. Key Messages
This section outlines the core ideas your video should communicate.
Limit yourself to 2–4 key points max. Animation works best when it’s simple and focused. Don’t try to cram in too much.
Tips:
- Use bullet points for clarity
- Avoid jargon or marketing fluff
- Prioritize messages based on importance
Example Key Messages:
- Our app makes managing team payroll easy in just three steps
- You can automate compliance and reduce errors
- Get started in under five minutes no training needed
5. Tone and Style
Should your animation be serious or playful? Bold or minimalistic? Funny or informative?
Your brand personality should be reflected in the visuals, script, voiceover, and music. Include references if possible (links to animations you like, mood boards, or brand guides).
Consider tone descriptors like:
- Friendly, upbeat, and modern
- Calm, professional, and trustworthy
- High-energy and youth-focused
- Story-driven and emotional
You can also mention what type of animation you want:
2D, whiteboard, motion graphics, character-based, isometric, kinetic typography, or even 3D.
Example:
We want the tone to be light, friendly, and confident. Similar in energy to [Dropbox explainer video], using 2D flat animation with subtle textures.
6. Call to Action (CTA)
Every animation should end with a clear next step.
What do you want viewers to do after watching?
Examples:
- “Sign up now”
- “Watch the full demo”
- “Download the app”
- “Book a free consultation”
- “Visit our website”
Make sure the CTA matches your overall objective and feels natural to the viewer’s journey.
7. Deliverables and Specs
Be specific about what you need delivered at the end of the project.
Include:
- Video length (e.g., 30s, 60s, 90s)
- Format (e.g., 1920×1080 MP4, square format for social media)
- Platforms (e.g., YouTube, Instagram, website hero section)
- Deadline(s)
- Subtitles or translated versions?
Example:
We need a 60-second landscape video for our homepage and a 15-second square cutdown for Instagram. Final delivery by June 5th, in MP4 format, with English subtitles.
8. Budget
If possible, share your ballpark budget or range. It helps the animation team align their creative ideas with what’s feasible.
Animation costs can vary wildly depending on complexity, timeline, voiceover needs, revisions, and more. A clear budget saves both parties time.
9. Stakeholders and Decision Makers
List the people involved in the review and approval process. Knowing who the decision-makers are upfront avoids confusion and delays later.
Example:
- Sarah, Creative Director – final script and storyboard approval
- Alex, Brand Manager – style and tone alignment
- Josh, Product Manager – technical accuracy
Also clarify how feedback will be given and how many revision rounds are expected.
10. Timeline and Milestones
Set realistic deadlines for each phase:
- Script approval
- Storyboard feedback
- Animation first draft
- Final delivery
This keeps the project moving and avoids last-minute surprises.
Example Timeline:
- Script draft: May 1
- Final script: May 5
- Storyboard approval: May 10
- First animation cut: May 20
- Final delivery: June 5
Be open to padding the timeline slightly animation always takes longer than expected, especially if quality matters.
Bonus Tips for Writing an Effective Brief
- Keep it readable. Use bullet points, headers, and short paragraphs. No one wants to read a 12-page essay.
- Provide references. A 2-minute video reference is often more helpful than a paragraph of description.
- Be honest. If you’re not sure about something, say so. A good creative team will help guide you.
- Collaborate. Treat the brief as a conversation starter, not a locked document. It should evolve with input.
Creative Brief for Animation Template for Animated Projects
Here’s a simplified template you can copy and adapt:
Project Title:
Project Overview:
Objectives:
Target Audience:
Key Messages:
Tone and Style:
Call to Action:
Deliverables:
Budget Range:
Stakeholders:
Timeline & Deadlines:
References/Examples:
Conclusion: A Strong Brief Leads to a Strong Animation
Writing a creative brief for an animated project isn’t just paperwork it’s your animation’s launchpad. It helps clarify your vision, align your team, and set the stage for storytelling that delivers impact.
When done well, a creative brief saves time, reduces frustration, and leads to a final animation that not only looks amazing but also achieves your goals.
So take the time to write it. Think clearly. Collaborate closely. And always remember great animations start with great briefs.
