Writing the brief

The brief is your concept

Everything the clip becomes starts in one text field. There is no separate concept options panel and no hook generator on this surface; the single creative brief is where the idea lives. Whatever angle you want the clip to take, you write it here in plain language. Deliberately developed concepts and named angles come from the Creative Strategy work on your project, not from a button in the video tool.

Front-load the hook

The first line of your brief lands at the very start of the model's prompt, which makes it the most load-bearing sentence you will write. Treat it like the headline on a newspaper front page: if the headline is vague, everything under it reads as vague too. Put the hook there, the single moment or claim you want the clip to open on. There is no dedicated hook field, so the first line is the hook. Nothing else gets read first.

Name the moment, the cast, and the energy

Video drifts when the brief stays abstract, and the fix is concreteness in three places. Name the moment, meaning what is actually happening on screen. Name who is in frame: a founder, a pair of hands, a specific product. Name the energy, such as calm and restrained, kinetic, or warm. A brief like "a product video, modern and clean" gives the planner nothing to hold onto. A brief like "open on a macro of the texture catching dawn light, then a dawn kitchen shot of someone preparing it, restrained palette" gives it a spine to build on.

Aim for roughly forty to eighty words. You can go longer, up to a few thousand characters, but naming the moment matters far more than length does. If you are stuck, write the first line as your hook and let Fill draft the rest, then edit it back into your own words.