Explain what is not working
“Make it pop” could mean brighter colours, faster movement or a more obvious message. Describe the problem you are seeing. “I’m not sure people will realise this is the same character” gives the team something specific to solve.
You do not need technical language. Say which moment prompted the note, what you expected and how it relates to the brief. Your reaction is useful; a little context makes it easier to act on.
Check what you are reviewing
At the idea stage, discuss the direction. With a storyboard, look at whether the sequence makes sense. An animatic is a rough timed edit, so it is the place to check pace. Later reviews may focus on acting, lighting or finishing.
A rough storyboard will not show the final finish. Equally, a lovely finished-looking frame should not distract from a story problem. If you are unsure, ask what needs approval at that stage.
Make the notes easy to follow
Include a timecode for a film, or a frame and version number for artwork. Gather your team’s comments into one list and resolve any conflicting requests before sending it.
Label essential corrections separately from questions or things you would like to try. A wrong product name needs fixing. A different expression might need a conversation about what you want it to convey.
Leave room for another answer
You may have spotted the problem without knowing the best fix. A moment that feels slow might need a simpler picture, rather than a shorter shot. Let the team suggest an answer and explain it.
Before sending the notes, check that someone else could find each moment and understand the priority. That small step can save a lot of back and forth.
A few examples
A useful note names the moment, explains the concern and says why it matters. These are examples, rather than comments from a particular project:
- Instead of “Make it punchier”: “At 00:12, the benefit appears after three features. Could we lead with the benefit?”
- Instead of “I don’t like the character”: “This is for experienced professionals, and the oversized eyes make the character feel too young.”
- Instead of “Speed it up”: “I finished reading this line two seconds before the cut. Can we try a shorter hold?”
- A simple format: timecode or frame / concern / reason / priority.
