Animation agency briefing: how to write one that works

Determine the purpose of your animation

A clear objective guides all choices in your animation project: script, style, length, voice-over, and call to action. Formulate 1 to 3 concrete goals and make them measurable. This allows you to evaluate and scale up what works after going live.

• Examples of goals - Explain a product or service, increase brand awareness, train internal processes, inform residents, generate leads, accelerate onboarding.
• Be specific - Instead of "increase awareness," say "3,000 views among target audience X within 4 weeks" or "30 demo requests in month 1."
• Success metrics - Number of views, clicks, completed forms, registrations, viewing time, retention rate, stakeholder responses.
• Call to action - What should the viewer do immediately after watching: request, register, share, call, visit the website, complete internal e-learning.

In your briefing, describe where the animation will be used—website, social media, event, email, internal—so that the animation agency can tailor the format, length, and version management to your goals.

Define your target audience and context

The target audience determines the language level, pace, image choices, and distribution. The more specific you are, the better the animation agency can tailor the content to what your viewers need. Use the questions below as a framework and only include what is relevant.

Features and language level

• Who are they - Positions, sector, age group, level of knowledge, role in decision-making.
• Language and tone - formal or informal, understandable language or technical jargon, pace of speech, humor or strictly business.
• Accessibility - Captions needed, contrast in visuals, captions for social media posts without sound, multiple languages.

Problems, questions, and triggers

• Top 3 questions - What doubts or objections do they have now?
• Situations - Where do they get stuck in practice, which context is immediately recognizable?
• Address concerns - Identify risks, compliance, security, service, or implementation to increase confidence.

Where can you reach them?

• Channels - LinkedIn, YouTube, Instagram, website, event screen, sales presentation, e-learning, narrowcasting.
• Specifications per channel - Format and length per platform, subtitles, thumbnails, short cuts, or teasers.

Is animation the right medium?

• Decision aid - Animation for process explanations and abstract topics, 3D for technology and products, infographics or posters for quick reference.
• Combine - Consider a main animation plus short loops, still frames, and social snippets for broader reach.

What's in it for me - focus on the core message

Viewers want to quickly understand what they stand to gain. Translate features into concrete benefits and back them up with mini-evidence. Focus your message on the first 10 seconds and subtly repeat the core message towards the call to action.

• Feature - benefit - Real-time dashboard - you can immediately see deviations and prevent downtime.
• Quick implementation - Live within 2 weeks - minimal burden on your team.
• Security - ISO27001 - meets IT and compliance requirements.
• Support - US support - response within 1 business day and clear documentation.

Formulate one main message and two supporting points. Add evidence such as figures, quality marks, or a short use case. Conclude with one clear action: schedule a demo, request a quote, view prices, or download the fact sheet.

Practical briefing sections you shouldn't forget

Tone of voice and style

Describe brand values, references that appeal to you, and what you specifically do not want. Consider color use, typography, illustration style, 2D or 3D, with or without character animation. Link to your brand guidelines and mention room for creative interpretation.

Length, format, and languages

Indicate the desired playback duration per version, output formats per channel, and whether you expect subtitles, multiple languages, or audio description. Note voice-over preferences such as gender, age, skin color, and accent.

Budget and planning

Specify a budget range and deadlines such as kickoff, storyboard, style frames, first edit, and go-live. The more specific you are, the faster you will receive a suitable proposal and the more realistic the turnaround time will be. Want to get your parameters right? Use this guide to determine your animation budget (2025).

Assets and preconditions

Provide logos, colors, fonts, icons, product renders, UI screens, or existing videos. Specify legal or compliance requirements, names that must be correct, and mandatory disclaimers.

Feedback and consent

Who approves what and when. Limit revision rounds to clear checkpoints—script, storyboard, style frames, first draft—and appoint one final decision-maker. Want to see what such a process looks like step by step? Take a look at Our approach: from briefing to delivery.

Checklist for your animation briefing

Would you prefer an overview per phase? View the Animation video step-by-step plan.

• Goal - 1 to 3 measurable goals with KPIs
• Target group - characteristics, language level, channels
• Key message - WIIFM in one sentence
• Call to action - 1 primary action
• Distribution - platforms, formats, length per channel
• Style - 2D or 3D, references, brand guidelines
• Voice-over - tone, language, accent, subtitles
• Script input - must-have content, prohibited claims
• Assets - logo, fonts, colors, screenshots, renders
• Budget - bandwidth and required variants
• Planning - deadlines and milestones
• Stakeholders - roles, feedback moments, final decision-maker