About this template
Branded content sits between a full commercial and a social media shoot. The budgets are typically smaller than AICP commercials but require the same professional structure. This template strips away the overhead of agency-format budgets while keeping the essential production categories. It's designed for when you're working directly with a brand, creating content for their channels, or producing digital-first video that doesn't need the formality of an AICP bid form.
Perfect for
Freelance producers and small production teams working directly with brands, content agencies creating social and digital video, and in-house creative teams budgeting video content.
How to customize it
- Add social media deliverables as separate Post-Production line items (vertical cuts, stories, etc.)
- If the brand provides their own creative brief, you can simplify or remove the Creative / Messaging group
- Consider adding a Content Strategy line item if you're also planning the content calendar
- Add usage rights as a separate line item if the brand needs extended licensing
What's inside this template
These are the line items the template comes with, organized by stage. Adjust amounts, quantities, and rates to your project.
Creative / Messaging
- Brief alignment
- Shot list / messaging
Pre-Production
- Producer prep
- Schedule
Crew
- Producer / Director
- DP / Camera
- Sound
Equipment
- Camera kit
- Lighting kit
Art / Styling
- Props / wardrobe
- Makeup support
Locations / Travel
- Location fees
- Transport
Post-Production
- Edit
- Color / graphics
Production Expenses
- Meals
- Miscellaneous
FAQ
What's the difference between branded content and a commercial?
A commercial is typically produced for paid media placement (TV, pre-roll) through an agency. Branded content is created for a brand's own channels — social media, website, YouTube — and is usually produced with a more direct relationship between producer and brand.
When should I use this template instead of the AICP format?
Use this when you're working directly with a brand (no agency intermediary), the content is primarily for digital/social channels, or the budget doesn't justify the overhead of a full AICP bid form.
Should I include multiple deliverables in one budget?
Yes. Branded content often involves multiple formats from a single shoot day — a hero video, social cuts, behind-the-scenes content. List each deliverable as a separate Post-Production line item.
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