Briefs and Shot Lists
Part of Reviewing UGC quality before acceptance
Separating a brief error from a creator production error
Trace a UGC delivery gap to the brief, production or a later request before agreeing on the remedy, cost and timing.
When a UGC delivery misses its target, compare the file with the instructions the creator received before filming. A production gap may be a clear, feasible agreed requirement that was missed. A brief gap may be an incorrect, missing or ambiguous brand instruction; both can contribute. Record what happened before discussing a remedy or cost.
Reconstruct what was known
Collect the accepted order, the brief version sent to the creator, supplied product facts, later clarifications and the delivered file. Check their dates. A specification sent after filming does not establish that the creator missed it in the earlier brief.
For the disputed point, ask:
- Was the required outcome clear in the agreed instructions?
- Did the creator receive the correct product, accessories and information in time?
- Was the instruction feasible under the agreed conditions?
- Was a discrepancy raised, and what response was given?
- What does the delivered footage show?
The aim is to trace the gap, not infer anyone’s intent. A polished file can miss a required shot; an awkward result can follow contradictory instructions.
Key Evidence Sources for Gap Assessment
- Accepted order
- Documented agreement between brand and creator
- Brief sent to creator
- Final version shared prior to filming
- Product supplied
- Dispatch records and delivery proof
- Clarifications provided
- Emails, messages or updates pre-filming
- Delivered file
- Final footage submitted for review
Classify the gap provisionally
| Situation | Classification to discuss | Evidence to check |
|---|---|---|
| The brief clearly required the latch opening in view, but the cut skips it | Production gap | Sent brief, delivered clip and available takes |
| The brand named the wrong model and supplied that model | Brand brief or supply gap | Brief, dispatch record and filmed item |
| The brief said ‘show fit’ without identifying what must fit | Ambiguous brief | Clarifications supplied before filming |
| The creator flagged an impossible shot but received no decision | Unresolved process gap | Question and response history |
| The reviewer now wants another product or scene | New request | Original scope and proposed addition |
These examples are hypothetical. The actual agreement and complete exchange may change the assessment. A classification is a working explanation, not a finding of contractual breach.
Account for mixed causes
Suppose a brand requests a large bag, ships a medium one, and the creator films it without querying a visible label. Record the supply error and the missed opportunity to check. Establish when each could have been caught, then discuss a workable remedy. Neither fact disappears because the other party also contributed.
Treat product claims separately from production fault. If the brand supplied an unsupported capacity claim, hold or narrow it before accepting the asset. If the creator added a broader unapproved claim, identify that addition too.
Australian guidance calls for accurate, supportable advertising claims and an accurate overall impression. A dispute about responsibility should not leave a misleading line in a proposed asset.
Agree on the work needed
Describe the missing outcome: for example, the viewer cannot see the tab being pressed before the lid opens. Check whether existing footage can provide it. If new filming is needed, agree on the shot, product, timing and any cost before work starts.
Read the agreement’s correction and variation terms. Australian Government contractor guidance discusses responsibility for incomplete work and documenting agreed changes. It does not decide whether a particular UGC reshoot is free or chargeable.
If the facts or terms remain disputed, hold the asset while the parties resolve the proposed work. Record the evidence, provisional classification and agreed next step against the relevant file version.
