Video Creative Brief
| Client: | Southedge Painting & Contracting | Date: | July 13, 2026 |
| Prepared By: | Richard Carr | Website: | southedgepainting.com |
| Project: | Two-Video Ad Campaign | Status: | Draft for Client Review |
1. Project Overview
Southedge Painting & Contracting is a veteran-owned residential and commercial painting company based in Greenville, South Carolina (formerly operating as L&J Painting). This brief outlines the creative direction, messaging, and production requirements for two paid video assets: a 30-second pre-roll spot and a 60–90-second brand story video. Both assets support the same campaign goal—generating free estimate requests—while building trust and recognition with the target audience.
2. Company Background
- Heritage: Founded in 2022; veteran-owned, founded by a 12-year military veteran.
- Rebrand: Formerly known as L&J Painting; rebranded as Southedge Painting & Contracting.
- Credentials: Google-verified (GMB certified) and a member of the Painting Contractors Association.
- Services: Residential and commercial interior/exterior painting, staining, popcorn ceiling removal, and wallpaper installation.
- Service Area: Greenville County, Pickens County, Spartanburg County, Easley, Travelers Rest, and Mauldin, SC.
- Value Proposition: Built on responsive communication, dependability, attention to detail, and fair pricing—taking on fewer jobs per year than larger competitors to protect quality and service.
3. Campaign Objectives & Call-to-Action
- Primary Goal: Drive free estimate/quote requests via the Southedge Painting website and phone line.
- Secondary Goal: Build brand awareness and trust as the professional, dependable, veteran-owned choice for painting in the Upstate SC market.
- Primary CTA: “Request your free estimate today at southedgepainting.com.”
4. Target Audience
Primary household decision-maker for remodeling and home maintenance. Values clear communication, punctuality, and clean workmanship over low bids. Motivators include trust, peace of mind, and curb appeal; turn-offs include high-pressure sales pitches and contractor clichés.
5. Key Message & Tone
Tone: Professional, warm, and trustworthy—polished but approachable.
Core Message: Southedge Painting brings dependable, detail-oriented craftsmanship and honest communication to every home—backed by a veteran-owned team that treats your house like their own.
6. Video 1 — 30-Second Pre-Roll (Skippable)
| Field | Details |
|---|---|
| Runtime & Placement | 30 seconds | YouTube/CTV pre-roll (skippable after 5 seconds) |
| Critical Constraint | First 5 seconds must independently deliver brand name, logo, and clear value hook before skip option. |
| Structure | :00–:05: Logo on screen, visual paint reveal, core value hook. :05–:20: Fast-cut proof: crew at work, prep, before/after, quick testimonial bite. :20–:30: CTA card with logo, phone number, and southedgepainting.com. |
| Audio & Graphics | Warm, confident VO; upbeat, calm music bed. Logo (:00), lower third with phone/URL (:20–:30). |
7. Video 2 — 60–90-Second Brand Story
| Field | Details |
|---|---|
| Runtime & Placement | 60–90 seconds | Website homepage, Facebook/Instagram feeds, YouTube in-feed. |
| Structure | Who: Founder's 12-year military background & dedication. What: Scope of interior/exterior painting & specialty finishing. Where: Upstate SC roots (Greenville, Pickens, Spartanburg). Why: Value of reliable communication and stress-free project execution. |
| Interviews & Audio | Founder interview + 1–2 real homeowner testimonials. Matched VO and music family. |
8. Production Notes & Shot List
- Establishing/drone coverage of Upstate SC neighborhoods and homes.
- Active residential interior/exterior crew work (prep, masking, cutting lines, rolling).
- Before/after reveal sequence of finished spaces.
- Founder on-camera interview soundbites.
- Homeowner testimonial on-camera.
- Detail macro shots: laser-sharp tape lines, drop cloth protection, branded truck/signage.
- Project walk-through consultation between estimator/founder and homeowner.
9. Budget & Timeline
| Budget: | Under $5,000 total for both videos. |
| Target Delivery: | Within 4 weeks of brief approval. |
| Execution: | Consolidated single-day shoot to maximize budget and footage reuse. |
10. Deliverables & Technical Specs
- Video 1: 30-second cut, 16:9 (1920x1080), MP4/H.264 (optional 6s cutdown).
- Video 2: 60–90-second cut, 16:9 (1920x1080), MP4/H.264.
- Social Crops: 1:1 and 9:16 vertical cuts for social placements where requested.
- Captions: Clean masters plus versions with burned-in subtitles and standalone .SRT files.