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CONTENT PRODUCTION & CREATIVE BRIEF SOP

Purpose: Turn approved content ideas into clear production requirements and successfully hand them over to the creative team.

01. FROM IDEA TO PRODUCTION

APPROVED IDEA → BRIEF → PRODUCTION → REVIEW → FINAL

The Account Manager owns the movement between these stages.

02. CREATIVE BRIEF

Every content piece should have enough information for the creative team to understand the requirement without unnecessary back-and-forth.

Include:

WHAT
What are we making?

WHY
What is the purpose?

IDEA
What is the creative thought?

FORMAT
Reel / Carousel / Static / Story etc.

REFERENCE
Visual or content references where useful.

REQUIREMENTS
Footage, photographs, graphics, copy, assets etc.

DEADLINE
When is it required?

03. SHOOT REQUIREMENTS

If content requires a shoot, identify requirements before the shoot.

Confirm:

☐ Content to be captured
☐ Required shots / visuals
☐ Location
☐ Date & timing
☐ People required
☐ Products / dishes / props
☐ References
☐ Special requirements
☐ Client requirements

Think about the final edit while planning the shoot.

Don’t simply say:

“We need footage for a reel.”

Identify what footage is actually required to make the reel.

04. BASIC FILMMAKING

The Account Manager doesn’t need to be a filmmaker.

But they should understand:

  • Framing
  • Shot types
  • Composition
  • Camera movement
  • B-roll
  • Coverage
  • Pacing
  • Hooks
  • Vertical video
  • Basic visual storytelling

This helps the AM communicate better with photographers, videographers and editors.

05. AFTER THE SHOOT — FOOTAGE CHECK

This is a mandatory step.

A shoot is not considered complete until footage has been safely transferred.

Confirm:

☐ Footage has been copied
☐ Files are accessible
☐ Files open correctly
☐ Required cards / folders have been copied
☐ Footage is in the correct storage location
☐ Editor / relevant team member has access

Do not assume someone else has copied the footage.

The Account Manager must receive confirmation.

06. HANDOVER TO CREATIVE TEAM

Once assets are available:

  • Share the correct folder / drive
  • Share the brief
  • Confirm the deadline
  • Highlight important requirements
  • Confirm who is responsible

The creative team should know:

What → Why → Requirements → Reference → Deadline

07. REVIEW

Before sending work to the client:

Check:

☐ Does it answer the brief?
☐ Is the brand represented correctly?
☐ Is the content technically correct?
☐ Is the intended message clear?
☐ Are there obvious errors?
☐ Is it ready for client review?

Do not send unfinished work to the client simply because a deadline is approaching.

DEFINITION OF DONE

Production is complete when:

Creative is ready + required assets are safe + work has been reviewed + next step is clear.