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Someone should make Creatives Who are Down Bad.
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Someone should make Creatives Who are Down Bad.
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What kind of idea? Campaign concept or just an execution? If it’s a campaign concept I would start by explaining the “why” in a short paragraph that ties back to the brief and then move onto the “how” (executions).
Why is your idea relevant now (cultural relevance). How is it own-able to the company or brand. How is it different from competitors. Why should your audience care or respond to your idea.
tell em what they're going to see.
tell em what they're seeing.
tell em what they just saw.
Mentor
I always go with...
Insight: (1 sentence insight or fact)
Idea: (1 sentence summary of the idea)
Execution: (1-2 sentences for how that idea comes to life)
I just vibe it and speak from the heart/head. Less is usually more. If there’s an interesting anecdote on how you got to that idea, consider sharing it.
Ha! “Less is more” has never gone over well. If your client or business partner doesn’t understand the idea, they’re going to say no to it—-definitely not asking questions. In my experience, at least.
Thank you all! This has been very helpful!