Turn visual references into a clear UGC direction

Give each reference a specific job

Begin with the message and deliverables already defined in the brief. Ask what is still difficult to explain: the framing of a small mechanism, the pace of a demonstration, or the atmosphere of a setting. Select a reference because it helps answer that question. More examples do not automatically create a clearer direction.

A collection of images, colors and other visual cues is often called a moodboard. Milanote’s film-moodboard guide describes using imagery to explore tone, cropping, lighting and color, alongside motion and sound references. It also recommends written notes about the thinking behind the choices. This is useful practical guidance for explaining a direction; it is not evidence that a board guarantees fewer revisions or stronger campaign results.

Match the reference format to the decision. A still image can show framing or color, but it cannot show how long an action takes or where a cut happens. When pace is the point, identify the relevant video moment and describe the timing in words. “Keep the opening movement visible until it finishes” tells the creator more than an unexplained screenshot.

Explain what matters and what does not

• Identify the source and moment: use the actual link and a timestamp or range for a video, or a clear image identifier. Confirm the creator can access the reference.
• Name the useful element: for example, clear view of the mechanism, a pause after the action, or a quiet background. Avoid relying only on words such as premium or dynamic.
• State the exclusions: the reference’s product, wording, music, props, location or full shot sequence may be irrelevant to your assignment.
• Explain the adaptation: describe what the viewer needs to understand about your own product and which requirement the reference supports.
• Mark the status: distinguish an agreed requirement, a preference and a question for the creator. Identify practical constraints before treating the reference as an obligation.

For example, liking a close-up does not automatically ask for a new lens, studio rental or additional deliverable. Ask the creator how they would achieve the useful result within the agreed scope. If an example requires something outside that scope, discuss the change before it becomes work to perform.

Treat reference material and material intended for reuse as separate decisions. Sharing a reference link does not tell the creator to insert its footage or soundtrack into the final video. If you want to reuse an asset, identify it explicitly and resolve the appropriate permissions and scope separately. The related usage guide provides a record for that discussion.

Example: a folding desk-stand video

This example is entirely fictional. The reference clips, images and moments below are invented descriptions, not links to real campaigns or evidence of results. Assume the agreed task is a new video showing how a folding desk stand opens. The required message is the visible opening process; the creator still needs to propose a workable way to film it.

The times in A identify a fictional reference moment; they are not a required duration for the new shot. B communicates atmosphere rather than pacing. C conflicts with the demonstration requirement, so the decision is explicit instead of asking the creator to satisfy two incompatible directions.

A useful next message could be: “Use A to guide clarity of the movement and B to guide a simple setting. The opening mechanism must remain visible, so C’s obscuring shadow is not required. Please describe the framing and setting you propose, and flag anything outside the agreed work.” This asks for clarification of the approach. Any extra custom test footage should be agreed separately rather than silently added to the assignment.

Agree on the interpretation before production

Ask the creator to explain the planned approach in their own words. Check whether both parties mean the same thing by a close-up, a slower pace or a minimal setting. Milanote’s guide recommends focused feedback on aspects such as tone or framing; use that specificity to resolve the open question instead of asking whether everyone generally likes the board.

Keep one agreed version of the note alongside the brief. If a link becomes unavailable, replace it with an accessible reference you are entitled to share or explain the decision clearly in words. Do not leave an inaccessible example as an unexplained requirement.

If someone adds a new reference after the direction is agreed, name what would change and check the effect on the work before acting on it. At delivery, compare the result with the agreed interpretation and requirements. A visual reference should make the intended result easier to discuss while leaving room for the creator’s own execution.