Creative Brief: Viral Video

Creative Brief: Viral Video Cat

Creative Brief – Special Keyword Code: VIRALVIDEOP5BRIEF

This month‘s Creative Brief brings you the theme Viral Video. No one may really know the true formula to creating a viral video, but it hasn’t stopped countless filmmakers and creators around the world from trying. GIFs, memes, TikTok-style videos, fails, and more are all being created daily to try and capture the attention of the world’s social media users. Emulating a viral video style with some thoughtful planning and even some basic post production is a great chance to create something useful and different for buyers.


Creative Brief – Shot List Thought Starters:

  • “Behind-the-scenes” shots of a viral video clip being made (crew, actors, etc)
  • Vertical shots that play well when looped
  • Adding text to funny videos in a meme-format
  • Handheld and more DIY-looking shots to simulate a mobile device
  • Shots of people dancing for the camera with choreographed moves
  • Cinéma vérité shots of real-world situations with actors/models
  • Humorous clips of “fails” that look natural
  • Using basic motion graphics, masking, and animated icons to increase plausibility


Suggested Keywords: viral video, funny, meme, gif, fail, social media, filmmaking, creative

Typical Users: news & media organizations, ad agencies, lifestyle brands, television and movie studios, vloggers


Mandrill (Mandrillux Sphinx) Facepalm by LukasPich.


Pro-Tip: Remember to stay safe and healthy when making this content, and bring along plenty of water and sun protection if you plan on being outside. Don’t shoot with more people than what your government or public health agencies recommend. Do your best to cast real-looking talent with real skills to get authentic content. Be conscious of logos and other intellectual property as well.

Casting Considerations: Race, age, and gender diversity, authenticity with talent and imagery. Accept the challenge to remove artificiality from your setup. In other words, keep it REAL. These considerations will play an important role in the success of your shoot.

Location Diversity: Homes, apartments, backyards, open fields, offices, anywhere really!

Reaction Gif Ugly Win Internet Argument by Grenar.

Before You Shoot:

  • Firstly, please check existing content in the Pond5 marketplace
  • Secondly, think about a visual approach that will result in new and fresh footage
  • Lastly, remember that each shot must communicate a clear message

Submission Checklist:

  • Remember to tag your clips with the keyword code: VIRALVIDEOP5BRIEF
  • Also, don‘t forget to submit all completed property and model releases
  • No logos or brands may be visible in any of the clips
  • Don’t forget to add any applicable conceptual keywords to the clips

Top image: Cool Naughty Cat With Sunglasses Sticking Out Tonngue by furryfritz.

Buyer Requests: Holidays Around the World, Holiday Shopping, Holiday DIY

Most Wanted in October

We’ve said it before, and we’ll say it again: Our buyers love holidays! If you haven’t already prepared an extensive library of FOMO-worthy vacay content, September’s the perfect month to start. This month’s Buyer Requests ask for fresh takes on
Holidays Around the World, Holiday Shopping, and Holiday DIY

Holidays Around the World

Holidays Around the World

We’re looking for unique holiday traditions from Russia to Mexico, India to Uganda, China to Luxembourg, and anywhere in between! Southern hemisphere, go on and show us that sunny Christmas with swim shorts. There’s also Hanukkah, Kwanzaa, the Winter Solstice—we’re looking for all of it! Focus on unique rituals, food, clothing, etc., and show us how YOU are celebrating holidays.

Shot List Thought Starters

  • Grocery shopping for traditional food
  • Close ups of traditional food being served
  • Typical local traditions connected to celebrating holidays
  • Shots of traditional gift givers, such as Santa Claus, Baby Jesus, St. Nicholas, etc.
  • Symbolic artefacts such as a menorah
  • Landscapes showcasing the weather during the holiday season
  • Shots of unique characters in costume, like the Krampus or Italy’s Befana
  • Carol singing or other public celebrations
  • Already have shots of how your city is decorated for the holidays? Don’t forget to tag them!

Suggested Keywords

Winter Holidays, Kwanzaa, Hanukkah, Christmas, Holiday, Celebration

Target Group

All groups, but specifically ad agencies, corporate clients, non-profit organizations, TV production companies, etc.


  • Always keep in mind that authentic-looking content which has been cleared for commercial use is much more popular than overtly “stocky” clips—especially for filmmakers, who often want to mix their own footage with our media.
  • Clips that are cleared for commercial use should never show any logos or 3rd party intellectual property unless the owner signs a property release. Any recognizable person in the clip should sign a model release.
  • We highly recommend considering diverse actors or models of all ages, ethnicities, races, religions, genders, and sexual orientations.
  • Choosing the right metadata is crucial for the search algorithm. Never stuff your metadata with irrelevant keywords.
Holiday Shopping

Holiday Shopping

Let’s face it: Christmas and winter holidays may be getting more and more commercial, but giving (and getting) gifts is just so much fun! We all know that one person who’s already started shopping for Christmas gifts. Why not capture the shopping fever that is slowly eating away at our wallets?

Shot List Thought Starters

  • People shopping on Black Friday, Cyber Monday, etc.
  • People of any color, ethnicity, gender, or religion shopping
  • Editorial footage of crowds and queues in shopping malls
  • Shopping online, package delivery from e-shops
  • Shopping for non-traditional gifts, such as cryptocurrency, etc.
  • Advertising for sales

Suggested Keywords

Holiday Shopping, Black Friday, Cyber Monday, Sale Shopping, Cryptocurrency, Christmas Shopping, Gift Shopping

Target Group

All groups, but specifically ad agencies.

Holiday DIY

Holiday DIY

Some merrymakers prefer to handcraft their gifts! If you’re into custom wrapping paper, wood carving, advent calendars (you name it!) you’ll feel at home with this request. Our buyers are looking for “Do It Yourself” content, so get creative when shooting your content! What about Stop Motion? Timelapses? 2D animation? Feel free to try something new!

Shot List Thought Starters

  • Shots of people creating candles, painting pictures, doing collages, etc.
  • Stop motions of DIY gift cards, holiday cards, envelopes and custom gift wrappings and boxes, etc.
  • Homemade food, drinks, and even toiletries! Think of mulled wine, homemade soaps, decorated gingerbread, etc.
  • Christmas traditional decor, such as wooden nativity scenes, wreathes, etc.
  • DIY 24-day Advent calendars are increasing in popularity
  • Think of embroidery, knitting, sewing, and more!

Suggested Keywords

DIY, Do It Yourself, Crafting, Painting, Sewing, Knitting, Embroidery, Carving, Cooking, etc.

Target Group

All groups, especially Ad agencies, non-profit organizations, TV productions, etc.


  • Submit completed and signed model releases for every recognizable person in the shot.

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