Begin with a decision, not a list of features
A useful product ad brief tells the production team what the audience should notice and what they should do next. Start with one audience, one relevant need, one verified benefit, and one invitation. That gives the film a direction before anyone chooses a shot or writes a headline.
In Martius, use this brief to create a product ad from your local assets and approved facts. Keep the commercial information separate from the creative direction, review the first draft, and direct the scenes you want to improve. The same brief remains attached to the project when the offer changes.
Describe a specific audience moment
Write who is watching and what is happening when the product becomes relevant. “Customers choosing a compact travel bag” gives a team more to work with than “everyone who likes quality.” Include what this audience already knows so the opening does not spend time on unnecessary setup.
Choose the decision the ad should support: exploring the product, checking an offer, or visiting a store. A short film should not ask the viewer to perform several unrelated actions.
Give the product claim a source
Choose one benefit that can be supported by current product information or a visible demonstration. Copy the approved wording into the brief and include its source. Explain which qualifications must stay with the statement.
Do not turn an attractive visual into proof. A dramatic product scene may communicate a mood, while a specification sheet or approved demonstration establishes the detail being claimed.
- Approved product name and variant
- One main benefit and the source supporting it
- Required qualifications or wording
- A person who can answer factual questions
Write the offer as a complete statement
An offer needs more than a headline. Record eligibility, dates, limitations, and the destination the viewer will reach. Confirm that the destination says the same thing as the video. Leave unconfirmed fields marked for review instead of guessing.
Keep offer information in its own part of the brief. It is easier to revise a campaign when the team can see which facts changed and where they appear.
Give the creative an observable direction
Describe how the film should feel and where attention should go. “Open on the product in use, keep the setting quiet, and let the closing offer hold” is more actionable than “make it premium.” Attach a small set of references and say which quality each reference illustrates.
List approved assets and any treatment that would misrepresent the product. Decide where real product footage is required and where an illustrative composition can help.
Hand over one compact brief
The team should be able to read the brief and explain the film’s job without another meeting. Keep the story direction concise and put source materials beside the relevant facts. Resolve conflicting messages before production starts.
- Audience and the decision the ad supports
- Main benefit, approved wording, and source
- Product assets with usage permission
- Offer conditions, dates, and destination
- Opening idea, visual direction, and next step
- Reviewers and any unresolved questions
Review the result against the brief
Watch the full ad, then compare every visible and spoken fact with the approved material. Check that the opening earns attention for the same product benefit the film delivers. Confirm the offer and next step in the closing.
Save the approved brief with the approved film. If the offer changes, that pair becomes the reference for a considered revision instead of a new production conversation from scratch.
Use the next step in Martius
Keep the brief, sources and approved project revision connected as you move from this task into review and delivery. Choose the next workflow that answers your current question.
Questions about this workflow
How many benefits should be in a short product ad?
Start with one main benefit. Add another only if it supports the same decision and leaves the message understandable. A long feature list often makes a short film harder to follow.
What if the price has not been approved?
Mark the price as unresolved and continue planning the product story. The final offer, dates, conditions, and destination must be confirmed before publication.