In animation video production, a briefing sheet does more than just help provide accurate quotes and ensure a smooth production process; it also significantly impacts the quality and effectiveness of the final product. If the goal is simply to estimate production costs accurately and streamline the process, it’s sufficient to understand the runtime and the extent of effort and skills required. However, to answer the question, “Can we create something effective?,” the team needs to share even more detailed information.
For example, “If it’s a live-action video, how much attention will we pay to the filming?” or “For an animated video, how many key frames should we increase?” Additionally, the appropriate structure varies depending on the distribution channel—whether it’s a YouTube ad or a video shown at an event venue. Furthermore, without specific details about the target audience—such as “Why did the client’s customers initially start doing business with them?” or “What dissatisfaction did they feel with other brands?”—the video will end up being nothing more than visually appealing.
Therefore, in this article, based on our experience working with approximately 2,000 companies, we will introduce the minimum required items for proceeding with production using a briefing sheet, as well as the items necessary for effective production. Don’t think of it as just a simple information-sharing sheet; let’s make it a vital tool for creating the best possible video for your audience, fully leveraging experts while minimizing your own effort.
<Key Points of This Article>
・Understand the role of a briefing sheet in video production.
・Understand the items and key points that should be included in a briefing sheet.
・Understand the benefits of using a briefing sheet in video production.
・Learn what questions will be asked during meetings using a briefing sheet.
What is an animation video production briefing sheet? A tool for establishing a shared understanding
A briefing sheet for animation video production is a tool designed to prevent misalignment between the client and the production team and to preempt misunderstandings early in the production process.
As a result, the final video will align with the client’s vision and expectations, thereby contributing to the achievement of business goals.
For organizing information necessary for production
A briefing sheet is a document used to organize the information necessary for production, such as the project’s objectives, target audience, message content, visual style, budget, and deadline. By using a briefing sheet, clients can clearly communicate their specific requirements, and production companies can provide accurate proposals and estimates based on those requirements.
It also helps avoid budget overruns and delays, leading to the efficient production of videos that align with the project’s objectives.
For example, by clarifying key points in advance—such as the client’s intended purpose, message, visual style, target audience, budget, and deadline—the production process can proceed smoothly.
The role of a briefing sheet is to ensure the production team is on the same page
The primary purpose of a briefing sheet is to prevent misunderstandings that often arise during a project and to facilitate efficient workflow. While it may be easier for the client to convey information verbally, this approach often leads to repeated confirmations and revisions, which actually ends up taking more time.
If the production team includes members with PR or marketing experience, they may be able to independently craft appropriate messages for the audience. However, the key point here is that “the production team must understand the client’s perspective.”
In fact, having worked extensively on the client side myself, I’ve experienced situations where verbal instructions resulted in outcomes that differed from the intended image, weren’t fully incorporated, or required repeated confirmations, consuming a significant amount of time. After organizing the information and creating a format that was easy to review, however, we were able to get by with just minor adjustments. Above all, because the materials can be reused, the process becomes more efficient over time.
Why is a briefing sheet necessary for animation video production? What is its purpose?
When producing animated videos, there are many decisions to be made and materials to consider—such as the script, style, movement, effects, characters, and world-building—so it’s important to document these details in writing using a briefing sheet or similar tool. This is especially true when outsourcing production to an external company, as clear communication is essential to ensure the production team and the client are working toward the same vision.
Since vision is largely a matter of perception, it’s necessary to gradually align our perspectives. Therefore, it’s important to approach the production process with a long-term perspective. This is why a briefing sheet is indispensable for reducing such gaps and making the process as smooth as possible.
Of course, if the goal is simply “to create a video,” you might be able to proceed with just the runtime and sample footage. However, in a business context, it is crucial that viewers take the desired actions; therefore, it is recommended to develop the script and presentation after thoroughly understanding the company, the service, and the psychology of the audience.
That is precisely why it is advisable to include not only the technical specifications essential for production but also information from a PR perspective in the briefing sheet.
Shared Understanding Is the Shortest Path to Quality Results, Not Technical Skill
As indicated in the findings of the “Report on the FY2022 Project to Promote the Overseas Expansion of Content (Survey on Effective Human Resource Development for Digital Animation Production)” published by the Ministry of Economy, Trade and Industry, the 2D animation industry has shifted from traditional methods using paper and pencil to digital production tools such as animation software and tablets.
However, despite the increased expressive capabilities brought about by the widespread adoption of these tools, the problem of failing to produce the expected results persists. The reason for this is a discrepancy in the shared vision of the final product between the client and the production team.
In other words, to prevent failures when commissioning video production, both parties must share a common understanding of the budget, objectives, and expected outcomes, and proceed with the respective processes accordingly. In this context, a briefing sheet serves as a crucial tool for maximizing the quality and effectiveness of animated videos.
A briefing sheet helps reduce the time spent on verification
The written information shared between the client and the production team ensures that the production process runs smoothly, even without the client having to provide detailed instructions. In other words, it is essential for delivering more creative results with minimal effort.
In animation video production projects, close communication between the client and the production team is essential. However, repeated confirmation processes can slow down project progress and significantly reduce efficiency. To solve this problem and drastically reduce the time spent on confirmation, it is necessary to utilize a briefing sheet.
Furthermore, even if the project has been handed over to a different team member, the client can provide feedback in a specific and efficient manner. Specific feedback allows for smoother revisions and reduces the time required for confirmation.
A briefing sheet helps establish criteria for determining quality
The briefing sheet not only helps the video production team clearly understand the project’s objectives and requirements and develop a concrete plan, but also serves as a benchmark for evaluating the quality of the work throughout the project.
If the criteria for what is good or bad depend solely on the creator’s intuition, the result may convey an unintended impression or result in a design that is merely polished but lacks a clear message. Therefore, it is essential to clearly articulate these criteria in the briefing sheet and define what constitutes the “correct” outcome.
In this way, the briefing sheet transcends the role of mere “information sharing” to become a vital communication tool for ensuring the project’s success.
How to create an effective animation video production briefing sheet and its key items
Before beginning video production, clarifying the client’s requests and goals through a briefing sheet ensures that both parties are aligned in their approach to the project, enabling us to create a video that delivers the quality and message the client expects.
So, what specific items should be included? Below, we’ll outline the items we typically cover in our briefings, categorized as “Essential Information” and “Information That Enhances Effectiveness,” along with some reference examples.
Consider the items on the briefing sheet from the perspectives of “expression methods” and "storyline"
For production companies with strong planning capabilities, the purpose of a briefing sheet is to increase the likelihood that the animated video they produce will achieve business objectives or resonate with the target audience. It serves to prevent misunderstandings on both sides and to integrate the “client’s information” with the “production team’s knowledge and experience.”
In other words, the key to minimizing revisions and proceeding with production with minimal effort is to collaborate on the “who” (the audience) and “what” (the message) to establish a shared understanding, while leaving the “how” to the production team. When people feel that “the production failed” or “it’s completely different from what I envisioned,” it’s often because they’ve left the “who” and ‘what’ entirely up to the production team.
It’s exactly like telling someone to “go find a treasure” without specifying the destination or what you want to find. Under these circumstances, it’s difficult to find what you’re looking for, and even if you do, the result often turns out to be different from what you imagined.
To prevent this, it is crucial for achieving your goals to compile the minimum requirements for production and the requirements for effective production into a briefing sheet and share it with the production team.
Minimum requirements for production: Information needed to determine “how (method of expression)”
Requirements for effective production: Information needed to determine “who and what (script)”
Let’s take a closer look at each of these.
Items Essential for Production: Information on “How (Presentation Method)”
Items essential for production include information needed to determine “how (presentation method).” It is advisable to include the following items:
・Video style (e.g., professional style, approachable style, etc.)
・Color palette
・Tone (bright, serious, humorous)
・Specific visual effects or technical requirements
・BGM and audio types
While it’s important to articulate these points in writing, it’s also a good idea to prepare sample footage. Especially regarding visuals, since perceptions vary greatly from person to person, it’s recommended to provide examples of both images to avoid and those that are preferred.
Information required for effective production: “Who and What (Storyline)”
Information necessary for effective production includes details needed to determine “Who and What (Storyline).” It’s advisable to include the following items:
・Purpose and location of video usage
・Target audience details (age group, gender, interests)
・Message or theme to convey
・Overview of the story and characters (cast)
・Specific actions you want viewers to take through the video (e.g., product purchase, website visit, information registration)
In particular, specifying whether the video will be posted on social media, distributed as a web ad, or shown at an event venue is crucial for creating the most optimal structure. This is because there are fundamental approaches to consider: for example, at an event venue, you might use flashy visuals and sound to captivate the audience, while for a web ad, you might place the climactic scene at the beginning to grab attention.
Furthermore, to produce an effective animated video, you need not only technical information (duration, frame rate, sample video) but also a deep understanding of the product or service and the audience who will be watching it.
What information is necessary to understand the company, product, or service?
While production is possible without these elements, they are essential for creating a better video.
・Product features and benefits: In addition to the product’s features and benefits, information about the future it enables, and points of differentiation from competitors
・Target Market: The primary target market for the product, as well as the needs and challenges within that market
・Product Usage Scenarios: Actual scenarios and situations where the product is used, and the specific problems it solves
・Success Stories and Customer Testimonials: Examples and feedback from satisfied customers, as well as data supporting the product’s effectiveness
To identify a “unique positioning” or “brand concept” that viewers will perceive as valuable, analyze the product’s strengths and success stories to clarify these elements.
What information is necessary to understand the audience?
To gain a deeper understanding of your target audience, it is advisable to interview your company’s or service’s most valuable existing customers.
For example, this includes survey results that help identify the value customers perceive, such as the background behind their decision—for instance, “What challenges or messages led them to choose our company?”—and their satisfaction levels, such as “What aspects do they find satisfying?”
・Target Audience Details: Detailed information such as age, gender, occupation, and interests
・Challenges and Needs: Specific challenges and needs faced by the audience
・Communication Preferences: The communication styles and channels the audience prefers
・Purchasing Behavior: Decision-making factors when purchasing products or services, and methods for gathering information during the consideration phase
Creating a questionnaire based on a deep understanding of the product and the audience is key for the video production team to devise effective messages and produce video content that resonates with the target audience.
Focus on the project’s objectives
We clarify the project’s primary objectives and design the questions for the interview guide based on them. The scenarios and methods of presentation vary significantly depending on the specific objectives.
For example, if the goal is to increase brand awareness, we prioritize questions related to the target audience and the desired response.
Expand on items that take the target audience into account
We conduct a detailed analysis of the target audience and incorporate that information into the briefing sheet. Factors such as age, gender, interests, and viewing habits are crucial in determining the direction of the content.
Regardless of the type of video, the fundamental principle remains the same: viewers watch it, and it prompts some form of action or change in their mindset. That is precisely why it is particularly important to consider who will watch it, when they will watch it, and what their mindset will be at that moment.
Consider each stage of the production process
We identify the information required at each stage of the production process and include the appropriate items in the interview sheet for each stage. We determine the specific information needed for each phase, such as scriptwriting, design, animation, and editing.
Establish a habit of providing feedback
We will add items to the interview sheet to collect feedback after the project is completed. This will help identify areas for improvement in future projects and enable us to create a more effective interview sheet.
Use a flexible format that allows for changes
As a project progresses, new information may become necessary. Keep the interview guide flexible so that changes and additions can be made easily, allowing you to adjust the content to reflect the current situation.
Customizing the interview guide to reflect content deeply rooted in the project’s characteristics, objectives, and target audience enables more accurate and effective communication.
Workflow for animation video production using a briefing sheet
The general process for creating animated videos using a briefing sheet can be divided into three stages: “Briefing,” “Planning,” and “Production.” We will explain the flow and details of each stage.
Creating and sharing the briefing sheet through meetings
Before starting a video production project, we hold meetings with the production company that focus primarily on gathering your requirements. During this process, we share the overall vision—including the type of video you want, the deadline, the objectives, the target audience, the message, and the visual style—to ensure mutual understanding.
Situations vary—sometimes the details are already finalized, while other times the concept is still being developed and you’d like to discuss and decide together. However, since production companies are primarily production professionals, they may not offer support for planning proposals, so it’s best to inquire in advance.
By preparing a questionnaire in advance, you may be able to skip this process and move directly to obtaining a quote.
What will you be asked during the meeting (consultation)?
Since the use of animated videos for business purposes has not yet become widespread in Japan, many clients are commissioning them for the first time. You may feel anxious about what questions will be asked during the consultation.
Below, we’ll outline the general topics typically covered in a meeting.
・Project Purpose and Goals: What do you hope to achieve through the video? What message do you want to convey?
・Target Audience Details: Who is the primary audience for the video? What are their behavior patterns and interests?
・Desired video style: What is the visual style (2D, 3D, hand-drawn, etc.) and tone (serious, comical, educational, etc.)?
・Content details: Information about the storyline and characters; are there specific colors or motifs to be used?
・Budget and deadline: What is the budget range for the project, and when do you want it completed?
Since these points are asked in almost every case, organizing them in advance will make sharing the information much smoother.
Create a template to streamline the process
If you receive production requests on a regular basis, it’s a good idea to create a template based on the information above. A simple template created using tools like Excel or Google Forms is sufficient.
The key is to prepare a concise document that clients can easily understand and fill out in detail, and that creators can clearly grasp.
It’s also important to maintain flexibility so you can add necessary items or remove unnecessary ones depending on the specific requirements of each project.
Aligning the plan and creating a quote based on the briefing sheet
Based on the consultation form, we will finalize the quote and schedule. At this stage, provided there are no issues with the budget or schedule, we will begin developing the video content as part of a concrete proposal. In other words, this is when the project’s direction and implementation plan are finalized.
Generally speaking, we cannot proceed with team formation or content development until we confirm that the budget and schedule are acceptable, so it would be best if you could provide a response as soon as possible.
Progress from production of each asset to delivery based on the briefing sheet
Once the project is approved, we move on to scriptwriting, storyboard development, and animation production. We complete and deliver the final video while conducting regular check-ins with the client at each stage. Throughout this entire process, the briefing sheet serves as a key guideline.
Since visualizing concepts takes time and adjustments are often necessary in the early stages, we first align on a general scenario using a text-based plot outline before creating storyboards—essentially a series of still images resembling a four-panel comic.
The process leading up to the finalization of the text plot is extremely important. Once it is finalized, many creators begin working on the various elements, making it difficult to make significant changes to the direction. In the unlikely event that major revisions to the direction are necessary, the schedule and costs will need to be reassessed.
Be sure to confirm in advance how many revisions are included in the plan and the scope of those revisions.
Once the text outline is finalized, we’ll submit a draft concept for your review before beginning full production. If there are no discrepancies in the direction, we’ll proceed with 1–3 progress updates until delivery.
Introduction to our workflow from briefing to delivery
The following is an overview of the consultation process and key requirements for animation video production.
Aligning Production Details and Confirming Deadlines
During the initial meeting, we will thoroughly discuss the client’s requirements and finalize the project’s overall framework.
Team Assignment and Scheduling
We will assemble a project team consisting of creators for each type of content and process, and set deadlines for progress reports in collaboration with the creators.
Written Plot Creation → Submission → Revision
We create and submit a written plot outlining the story’s framework, then make revisions based on feedback.
Rough Storyboard and Character Design Creation → Submission
We create and submit a rough storyboard and character designs based on the plot.
Rough Storyboard and Character Design Submission (Revisions Applied)
We incorporate feedback and make the necessary revisions.
Interim Reports (2–3 times)
Report on progress during production and finalize details.
Submission of Final Version → Revisions
Submit the completed animation and make final revisions as needed.
Delivery
Deliver the project after obtaining approval for the final version.
Items to Discuss During Meetings
・Purpose of the project using the deliverables
・Platform (YouTube, TV commercials, etc.)
・Target Audience
・Existing Concepts or Visuals
・Conditions such as duration, deadline, budget, required elements, and prohibited content
Items to Specify
Color scheme, duration, storyline concept, required elements, objectives and key messages, prohibited actions, and whether copyright or prior work can be disclosed.
Points to Note
When beginning production, it is important to reach an agreement in advance regarding the number of review rounds, timing, and the scope of revisions. This helps prevent major revisions midway through the project and delays in the delivery schedule.
At our company, we create animated videos that exceed our clients’ expectations by following these key points and processes. If you are unsure about which partner to choose, please consider commissioning us.
Reference Case 1: Production of a product introduction animation
Project Objective: Clearly communicate the features and benefits of the new product and stimulate the target audience’s desire to purchase.
Contents of the Briefing Sheet
・Product features, benefits, and target market
・Desired animation style and tone
・Points of differentiation from competitors’ products
・Production budget and deadline
Process
Based on the briefing sheet, we develop a storyline that maximizes the product’s appeal. After sharing information with the client during an initial meeting and solidifying a concrete vision, our production team conducts detailed planning to create high-quality animations that meet the client’s expectations.
Reference Case 2: Production of educational content animation
Project Objective: To convey the content of the educational program in an easy-to-understand manner and enhance the learning outcomes for the audience.
Contents of the Interview Sheet
・Overview of the educational content and learning objectives
・Target age group and prior knowledge
・Teaching materials and reference resources to be used
・Desired animation style and character specifications
Implementation Method
Based on the information gathered through the questionnaire, we devised storytelling and visual expressions designed to capture learners’ interest. We produced videos that aid in understanding the educational content using character designs and animation styles tailored to the target age group.
As these examples demonstrate, the effective creation and utilization of questionnaires directly impacts the success of a project.
Summary of briefing sheets for animation video production
Let’s summarize the key points so far.
- Clear communication between the client and the production team is essential for project success.
- Using a briefing sheet helps prevent misunderstandings in the early stages of the project.
- Comprehensive information sharing reduces misalignment of expectations and streamlines communication.
- Establishing a feedback loop promotes smooth exchange of ideas throughout the project.
- Clearly defining requirements—such as project objectives and target audience—helps prevent misunderstandings.
- Sharing detailed information early on prevents time loss in later stages.
- It makes project progress management easier and reduces the time spent on verification tasks.
- Through post-project evaluations, identify areas for improvement for future projects.
- Customization tailored to each project’s characteristics enables more effective communication.
- Maximize the effectiveness of the briefing sheet through continuous improvement and customization.
The effective use of briefing sheets in animation video production projects is essential for project success. Using briefing sheets facilitates smooth communication between the client and the production team, allowing projects to proceed efficiently while preventing misalignments in expectations.
Furthermore, by customizing briefing sheets for each project and continuously improving them, you can maximize their effectiveness.
For more specific storyboarding templates and methods for designing video ads, please visit the download page below.
Marketing Perspective in Japan: Beyond Just Creation
NOKID provides creative planning and production for PR using characters, events, and video content. Effective videos balance business and creative perspectives, e.g., short clips optimized for TikTok, designed to capture attention in the first 2–3 seconds.
For first-time animation or PR-focused content, feel free to consult with us.
