“The product images are in the folder, and I've sent the reference videos.” Before starting, I would want to establish which product image is current, what each reference is for, and who the film needs to reach.
A large reference folder is manageable. Conflicting instructions hidden inside it are more difficult.
Give the product one current reference
I separate product information into appearance, function and details that must not change.
Photographs should cover the angles the shots will use. Keep original packaging artwork, logos and interface files where available, rather than relying on screenshots from a conversation. Feature information should correspond to what the image will show.
Older samples, alternative colours and unfinished packaging can stay in the project, but they need clear labels. Otherwise someone can work from the latest script while generating from an obsolete product photograph.
I would identify one approved reference set and the person who can answer product questions. An agreed change should reach that reference set, rather than remaining in somebody's memory.
Explain what each reference contributes
A reference film contains performers, lighting, movement, pacing and production design. Which of those are relevant to our film?
“Use this feeling” can begin a conversation. I would follow it with something more precise: borrow the slow approach, while keeping our product and composition; use the soft side lighting, without carrying over the original people or setting.
Google's image prompting guide similarly distinguishes what should change from what should remain during editing. I find that useful when briefing people too. It is still necessary to inspect what a particular tool produces.
| Reference | What it establishes | What is not being carried over |
|---|---|---|
| Approved product images | Shape, colour and components | An incidental tabletop background |
| Lighting reference | Direction and softness | The original brand and props |
| Camera reference | Direction and changing speed | The original performers and story |
| Approved text | Wording and information order | Unconfirmed alternatives from the discussion |
Record the source and intended use of reference material, particularly people, music and third-party content. Having a file in the project does not explain every intended use of it.
Bring the brief down to a shot
For a hypothetical shot of a cup being lifted, “warm, natural, everyday” leaves several questions open. Where does the cup begin? Which hand enters? Where should the shot finish?
I would add: the cup starts on the right of the table; a hand enters from the left, lifts it to reveal the coaster, and the camera stays still. That gives the team something specific to discuss.
Delivery needs belong here too: framing, languages, textless versions and independent short edits can all affect the original composition.
A short brief to begin with
I would rather start with clear answers to these questions than wait for a large document:
Who is this for, and what should they understand?
Which product references are current?
Which shot matters most, and what must stay unchanged?
What does each reference contribute?
Which versions are needed, and where will they be used?
Who confirms product details and consolidates creative feedback?
Unresolved questions can remain open for discussion. Keep the decisions already made together, so a new teammate does not have to reconstruct the project.
Next, decide which shots should stay live action and choose the first test.