Start with the job the content needs to do.
Describe the business objective and who you want to reach. A film for a website introduction may need a different approach from an advertisement or an internal communication piece. Share where people will see it and what you want them to understand.
Make the outputs concrete.
List the required formats, durations, image counts, and channels as far as you know them. You do not need every answer before starting. Identifying what is still open helps the production team ask useful questions and prepare a relevant scope.
Share the practical boundaries.
Include the desired delivery date, potential locations, decision makers, and a working budget range. Share any existing brand guidelines and explain what you like about visual references. This creates a common starting point for creative development and scheduling.