Name the viewer and viewing context
Explain where the film appears, what the viewer already knows and what they should do next. A main campaign film may explain the whole product; a feed ad may need a quicker scene. A reference film can look excellent and still use the wrong pace for your task.
Break references into specific choices
Say whether you like the light, movement, casting, edit or sound in each reference. For a lab-inspired look, discuss the space, props and lighting rather than asking to copy another film. References help align direction. They do not grant rights to footage, music or a specific finished work.
List what must be explained
Identify the key user questions and functions that can be demonstrated. Mark unfinished capabilities. Creative work can clarify a claim, but it cannot replace missing proof. Include specification approval, prototype limits, location needs and talent permissions in the preparation list so the crew knows which decisions cannot wait.
Agree on approval and delivery stages
Review direction, script, storyboard and final versions in sequence. Distinguish a change of creative taste from a correction of product facts. Agree on aspect ratios, languages, captions, music rights and source files. Start with a clear one-page brief, then attach detail rather than burying decisions in a large reference deck.
Put this into practice
- Name the audience, channel and main job of the film.
- Label the specific elements you like in each reference.
- Agree on factual review and delivery scope before filming.
