How should a business commission commercial video?
Begin with the audience, intended change and distribution context. The creative treatment, production scale and deliverables should follow that purpose—not the other way around.
Define what the viewer should understand, feel or do after watching. A film can be beautiful and still fail its commercial job.
Agree usage, formats, durations, locations, contributors and approval responsibilities before production.
Plan a coherent set of deliverables when the material will serve websites, campaigns and social channels. This makes production more efficient without reducing everything to disposable clips.
The brief is only “make us a video”
There is no agreed primary audience
Distribution is being decided after filming
The reference material has a production level the available scope cannot support