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Go back to the brief. Ask them if there's anything that has changed or additional information they forgot. Then start the next share with the information from the brief and specifically connect each idea to the brief.
How about this: start with a rotating beach ball.
Layer on a title card series that reads
“When we told the internet blah blah (whatever their line is) something unexpected happened.
We broke the internet.
We’re sorry.
CUT to logo and close.
Always wanted to do one of these.
I can give you a silver bullet of a solution, dm me for a day rate
Ah, the old “guess what I’m thinking” client. Good luck.
The client wants you to use AI
So were you trying to make a concept they had work?
That line in massive size with a cool font?
That was rejected
Chief
Sounds like Verizon.
Chief
I really hope you’re billing hourly.
Are you a commercial director?
what’s it for…more context please
I assume you’ve been trying stock? Have you explored some of the newer ones like Death to Stock? Might help spark something.
Chief
It’s the client not knowing what they want in the first place and only knowing what they don’t want after they see it.
It’s truly a nightmare scenario that clearly isn’t going through an ad agency or even working with/ an ad writer.
This strikes me as a client who went directly to a production company or film director instead to save money and they don’t have account people or ad creatives involved. Either roles would be able to help the client determine what they want and how to deliver it.
I’m a writer/ CD who works with production companies all the time and have seen this before
They want a “refreshed visual concept” for an annual campaign that they have set a bunch of criteria for based off of previous learnings (lots of hard “don’ts”and some “must haves”). It feels like I need to push back but not sure on what or how much.
Chief
Stock footage of a single raindrop forming a puddle
What are your rates? I’d just charge them for every idea/concept.
Chief
Design!
If you’ve exhausted the options just get extremely specific with chat gpt and see what it recommends
I am a freelance designer/CD. This is a job that they probably wanted an agency to do but they have very little budget. They don’t have money for a shoot or research but are basing it off of learnings from previous campaigns they’ve done. They have since admitted the brief was restrictive.
They have to be willing to pony up *some* money for production, even if it's filming a simple scene on an iPhone or using something like Waymark.
Maybe get a number first, then look for options. Could be a simple doodle animation or using stock images / motion graphics.
Ha! What they need is a radio advertising then!
Canva. Charge a rush fee.
I'd day they:
1- need to RE-evaluate their needs
2- Using existing assets
3- explore minimal concepts
4- adjust expectations
5- then implement