Briefing an animation agency shouldn’t feel complicated. Yet many animation projects fall short not because of execution, but because the brief lacked clarity from the start.
A strong brief doesn’t require technical knowledge or creative jargon. It requires clear thinking.
Start with the purpose, not the output
Before discussing style, length, or format, define why the animation is going to exist.
Ask:
- What problem is this animation solving?
- Who is it for?
- What should the viewer understand, feel, or do after watching?
Without this clarity, agencies are forced to make assumptions, and assumptions are rarely aligned to results.
Be clear about the audience
An animation designed for investors will differ significantly from one aimed at customers or internal teams.
Share what matters:
- Who the audience is
- What they already know
- What they may be sceptical about
- Where they will encounter the animation
The more specific the audience, the more effective the outcome.
Define the message — and what to leave out
Animation works best when focused. Resist the urge to include everything. A good brief prioritises a single core message, supported by a small number of key points.
If everything is important, nothing is.
Share context, not solutions
It’s helpful to share references you like — but avoid prescribing how the animation should work. Instead, provide:
- Brand strategy or positioning documents
- Existing messaging or tone of voice guidance
- Competitive context
- Constraints (timelines, approvals, usage)
This gives the agency what it needs to solve the problem properly.
Think about where the animation will live
Usage shapes decisions.
Let the agency know:
- Where the animation will be used (website, sales, social, events)
- Whether sound will be on or off
- If cut-downs or adaptations are needed
- How success will be measured
This ensures the animation is designed for real-world conditions.
Trust the process — and the partnership
The best animation outcomes come from collaboration, not control.
A strong brief creates alignment, but it should also leave room for the agency to apply expertise, challenge assumptions, and improve the thinking.
If the brief is clear, the work has space to be exceptional.
Clarity in, clarity out
Briefing an animation agency isn’t about telling them what to make.
It’s about helping them understand what matters.
When insight and intent are clear, animation becomes a powerful tool for communication — not just content.
At Courts, we work with clients to turn clarity into motion, ensuring every animation is grounded in purpose, not guesswork.
