Creative Production Briefs

A creative production brief provides an individual with details relating to the requirements and goals of a specific project. There are a number of different types of creative production briefs: contractual, negotiated, formal, informal, commission, tender, co-operative and competition.

Contractual Brief

"Involves a signed agreement with stated objectives. If you or the other party were to break any agreements you would be in breech of contract and could face legal action"

http://www.answers.com/Q/Identify_the_different_types_of_briefs_used_in_the_media_industries

My understanding of a contractual brief is that the client will have a clear understanding of what they want to achieve and the brief itself will provide an employer with a clear set of guidelines stating exactly what the client wants and expects from them. By agreeing to take the job and signing the contract you must stick to what the brief tells you to do.

If I were to be hired to produce a small film for a specific company under a contractual brief there would be a number of self development opportunities for myself. Communication between me and the client would be vital due to the fact that I would be working under specific guidelines set by themselves. Therefore I would have to have regular contact with the client either daily or at least every few days, to ensure that the work I am producing meets their specific needs. The most appropriate methods of communication would be a variety of emails, telephone conversations and face to face conversations to keep the client up to date with the on going project. This frequent communication would enhance my own communication skills and confidence when speaking. This particular brief would also greatly improve my time management skills due to the fact that I would be expected to constantly meet the deadlines set by the client, ensuring that all the pre production, production and post production is completed within the time scale set by the client. In terms of technical skills, I already be expected to have some knowledge relating to both the hardware such as cameras and the editing software needed for this particular project, however the constant use of these would greatly improve my knowledge of both the hardware and software needed to produce a short film. Working under this particular brief would also be beneficial to my career progress, if I completed the project to the clients needs then that would encourage other clients to hire me under a contractual brief.

Negotiated Brief

"This is when two parties have different ideas from each other but they both have to come to a decision by compromising and making sure that both the parties are happy by the decision"

http://www.answers.com/Q/What_is_a_negotiated_brief

My understanding of a negotiated brief is when both the client and employer will negotiate and discuss any different ideas they may have relating to a specific project and then therefore come to an agreement which both the client and employer are happy with in contrast to the previous type of brief which I looked at, the contractual brief in which the employer has to follow specific guidelines set by the client.

If I were to be hired to help produce a radio show under a negotiated brief, communication would be very important due to the fact that I would not only have to be able to express my own ideas, but take into consideration the ideas of the client before coming to an agreement which suits both of us. Therefore I would have to have regular daily contact with the client to ensure that there are no disagreements using methods such as telephone conversations, emails and face to face encounters. In terms of time management working under a negotiated brief would involve creating a time scale that suits both the client and me as an employer, agreeing on who should do which task and when. Another self developing opportunity working to a negotiated brief would be technical skills due to the fact that this particular brief would involve working with a group of people, all of which may have stronger skills in different areas off radio production, whether this is hardware or software therefore I would be able to use their knowledge to gain a better understanding in areas which I may not be as familiar. This brief will also be beneficial to my career progress because if I was to complete the project successfully and both my communication and time management skills were to a good standard it would encourage alongside the experience of working as a team effectively, it would encourage other clients to offer me jobs under this particular brief.

Formal

"A formal written document containing specific and precise details about the goals that needs to be achieved. The brief gets straight to the point and doesn't contain any unnecessary detail or information"

http://www.answers.com/Q/what_is_a_formal_brief

My understanding of a formal brief is that they are a lot more professional and as an employer you have no control and must stick to exactly what the brief says. A formal brief will be very clear on what needs to be achieved and will thoroughly explain what the project is, what you are expected to do and may also even provide instructions on how they expect you to achieve this.

If I was hired to conduct a photo shoot under a formal brief, in terms of communication; again I would have to have regular contact with the client to ensure that I am sticking to the brief and meeting their needs, I would also conduct myself in a more professional manner, this would enhance my communication skills in situations where I would be expected to be more professional. I would have to have good time management skills in order to meet the deadlines set by the client, therefore ensuring that I create a thorough production schedule. Again my technical skills will be improved due to being more familiar with the hardware such as cameras and software such as Photoshop. It will also be beneficial to my career progression due to the fact that I would be more experienced working for a more strict and professional brief, therefore encouraging other clients to hire me under this particular type of brief.

Informal

"More of a verbal agreement between parties with nothing official or in writing, less formal so to speak"

http://www.answers.com/Q/Identify_the_different_types_of_briefs_used_in_the_media_industries

My understanding of an informal brief is that it is completely different to the previous formal type of brief which I previously explained and the employee will be more free to express their opinions relating to the project. Unlike typical written briefs, an informal brief will outline the specific project verbally through a conversation between the client and employee, Therefore it is a lot more casual in contrast to other types of briefs which I have looked at.

If I were to be hired to create an animation under an informal brief, I would ensure that I was completely aware of what the client expects from me and wants to achieve. In terms of communication throughout the project, I feel that working under this particular brief would not involve as regular contact with the client as the previous types of briefs I have looked at and I would probably communicate with the client once a week just to keep them up to date with the ongoing project and to ensure that it meets their needs. In terms of time management I would confirm with the client when they want the project to be finished and then use my time management skills to develop a production schedule. Again I would be expected to have some knowledge of the hardware and software needed to create an animation, however the constant use throughout the project will make me a lot more familiar with these, therefore enhancing my technical skills. Also it will contribute to my career progression due to the fact it will encourage other clients to hire me under an informal brief.

Commission

"A Commission brief is when a large media company hires an independent media company to work and create the product for their Advantages"

http://www.slideshare.net/cikkikay2/working-to-a-brief-proforma

My understanding of a commission brief is when an independent company is hired by a larger company in order to produce a specific thing, which the larger company can then use, paying the independent company royalties.

If I was to be hired under a commission brief to create a film I would have to communicate with the larger company at the beginning of the project to ensure I am aware of the companies needs through communication methods such as telephone or email, or more effectively a face to face meeting where I could verbally express my ideas, this would be a self development opportunity as it would increase both my communication skills and confidence. Once the larger company had agreed to commissioning me, I would need to have minimal contact with the larger company during the production process until the film was complete, unlike other types of briefs, due to me working for an independent company. In terms of time management I would have to spend at least 5 days a week working on the project due to it being a film, as well as ensuring that I create a thorough production schedule. I would already be expected to have some knowledge regarding the technical skills involved when producing a film, however the constant use of both the hardware and software will increase my overall technical skills. This particular brief would be a really good self development opportunity due to the fact that a larger media company would be commissioning my work, therefore if the film was successful it would encourage other larger media companies to commission me.

Tender

"The production company might find out someone is looking for a video. They put together a brief with a proposal and a budget and send it to the potential client"

http://www.answers.com/Q/Identify_the_different_types_of_briefs_used_in_the_media_industries

My understanding of a tender production brief is that an employee will be aware of someone who is looking to create a specific media product, then a person who is willing to produce this product will then put together their ideas and a brief, send it to the potential client and the potential client will then decide whether or not they wish to hire that person to produce the media product they want to achieve. I feel that this brief allows the employee to have full control over the production of the project, unlike previous types of briefs I have looked at, due to the fact that the employee will pitch their own ideas to the client and if the client is happy, the employee will then have full control over the production process also.

If I was to be hired to create a music video for a client under a tender brief, I would have to communicate with the client through a range of communication methods including telephone, emails and face to face conversations during the beginning of the project when proposing my ideas and plans, once the client had agreed to employ me, I would have a weekly face to face conversation with them to keep them updated with the ongoing project. In terms of time management I would spend at least 4-5 days a week working on the project, again ensuring that I created a production schedule which was suitable for both me and the client. Again my technical skills would be improved as i would become more familiar with both the hardware and software needed to produce a music video. This particular type of brief would also be beneficial to my career progress to due the fact if it was successful it would encourage other people to hire me under a tender brief, therefore creating a wider range of job opportunities for me.

Co-operative

"you work alongside other production companies or organisations who also have a brief therefore your brief has to co-operate with the brief they are working on as well"

http://www.answers.com/Q/Identify_the_different_types_of_briefs_used_in_the_media_industries

My understanding of a co-operative brief is that a client will hire more than one production company to produce a specific media product, therefore these two companies will have to work alongside each other to ensure that the project is completed successfully and meets the need of the client.

If I was hired by a client to produce a film trailer under a co-operative brief, communication would be vital due to the fact that not only would I keep the client up dated with the ongoing process, but I would also have to have daily communication through a variety of communication methods, but mostly face to face meetings with the other production company I would be working alongside. I would have to have good communication skills in order to solve any disagreement or conflict between the two production companies. In terms of time management I would have to negotiate with the other production company and the client to produce a production time scale and schedule which suits all three parties. Again this particular type of brief will increase my technical skills due to the interaction with a variety of people from different production companies who may have more knowledge relating to different aspects of creating a film trailer. Also it will enhance my career progression due to the fact that it will encourage more clients to hire me under a co-operative brief.

Competition

"A brief which is created in order to be accessible to all of the production companies which are participating in creating a project/product. All of the finished projects created by these companies are judged, and the most impressive one is crowned winner"

http://www.slideshare.net/veggieburgers4lyf/different-types-of-brief-16919081

My understanding of a competition brief is that it is like any competition. A company will decide on a media product they wish to create, they will then create and advertise a brief therefore allowing anyone to create the specific media product for the company, they will then send the finished product to the company which will then select their favourite entry which will therefore be published.

If I was to enter a competition for a new TV commercial, I would have complete control over all aspects of the production, and would have no communication with the client unless my entry won. In terms of time management i would have to create a production schedule ensuring that the final product was finished and sent to the client before the competition closing date. my technical skills would be improved due to the use of both the hardware and software needed to create a TV commercial and finally in terms of career progress this particular type of brief will be beneficial if my TV commercial was to win due to it being published and therefore encouraging other clients to hire me to create TV commercials, and even if I did not win, the increase of technical skills and overall experience may increase job opportunities.

Below I have gathered and annotated a couple of different types of briefs;

Competition BriefBelow is a prime example of a competition brief, this is advertised on the BBC Three website and informs everyone that BBC Three are looking for short films to be produced, it then states that some films will be published on the BBC Fresh website.

Who is the client? the client for this particular brief is BBC - Fresh Online.

What media product does the client require?The client is looking for short films to give an insight on what is important to young people now.

Who is the intended target audience of the product? The intended target audience is young people aged between 16 - 35 due to the fact that this is the target audience for this specific channel therefore the films should contain storylines which will appeal to this demographic

What constraints do you have to work within? Their is no budget for this particular brief as the brief states that entry is at your own expense and that no fee and no expenses will be

paid. And the length of the product must be between 2 and 10 minutes long.

What are the legal and ethical issues relating to the production?

The brief explains that there must not be offensive, defamatory or contravenes another persons right to privacy. It also states that you need to ensure that you have obtained permission

from all the people who appear within your film, as well as providing evidence that you have obtained the right to use any music within your film. If these terms and conditions are not met it could result in legal and ethical issues.

Commissioning Brief

ITV TV Network have a website dedicated to commissioning, which provides independent production companies with briefs explaining what they are looking for. http://www.itv.com/commissioning.

Below is an example of one of these briefs, relating to TV Drama's;

Who is the client?The client for this particular brief is ITV TV network

What media product does the client require? This particular brief is very broad in terms of what the client requires. It clearly states that they require clear ideas, by the best writers for TV dramas, however it also states that they are looking for ideas of all shapes and

sizes and although their priority is finding returnable series, they also need two, three, four parters and one-off films for bank holiday specials.

What is the timescale to deliver the project?There is no specific timescale to deliver this project.

Who is the intended target audience of the product?Again the target audience for this brief is very broad due to the fact that the brief clearly states that they create drama's for a broad, heartland audience. The brief also states that their are also opportunities for series on ITV2 however these need to be comedy drama, younger skewing and non genre.

What constraints do you have to work within?This brief provides the independent company with no constraints, their isn't a specific time length for the drama's, no budget and no format. However it does state that if you would like to produce a drama for ITV2 these must be comedy drama, young skewing and non genre.

What are the legal and ethical issues relating to the production?Like any type of brief you work under, legal and ethical issues relating to the production would include copy right and obtaining permission from the relevant people.

As you can see from the example above, this particular type of brief will explain what the client requires; in this case TV drama's however it leaves the independent production company in full control regarding ideas and production, hence the broad target audience, constraints and time scale. The details of how to submit these ideas are then provided so that the client can make a decision regarding whether or not they wish to commission this idea.