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Looking for a writer.
Which agency works on PayPal TV spots?
Does anyone ever get pitch work produced?
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Honestly, OP, the examples you gave make perfect sense to me. But that’s because I’ve had time to figure out the shorthand. You’ll eventually figure it out, too. But, if it helps...
Dig Deeper= Go past the first/obvious/familiar ideas. See what new connections you could make to find a unique idea. It also could mean find a unique insight or point of view.
Keep Pushing = If it’s in relation to one idea, it means keep thinking about how you can make it better. For a script, that might mean thinking about alternative scenes or dialogue. For a print ad, that might be looking at alternative layouts. But, if it’s an overall concepting ask, it basically means dig deeper.
But why? = They’re simply asking you to clarify your strategic point of view. But why this brand for this idea? But why this execution?
Step Back = Stop worrying about the details of execution for a moment and look at the big picture. The original insight for the idea. Doing this might help refocus your approach to the execution.
Take the Time = ...I’ve actually never heard this before. But I’m assuming it means take the time to do the work. Go through the process. And push through the moments when you feel stuck. It gets you to better work.
Hope this helps. 🙂
Sounds like you may need to do some of those things first before you get to the actual direction.
Keep pushing. That’s pretty useless feedback coming out of anyone’s mouth other than an OB/GYN.
Or a laxative company.
Sometimes it’s worth it to let someone figure it out on their own. That’s growth. Harder, but better
Or you could help them with clear direction so they can learn how to do things the right way
Give it more humanity
"I want that, but better."
OP - all of the examples you gave are synonyms for “you haven’t done the work to get to an idea that can be directed.” Often with juniors and students it’s because you have a tactic or a pun or a visual, but no real idea to direct
“I don’t like it. I don’t have any suggestions, but give me something else. I’ll know what I like when I see it.”
“Just design it more."
Keep going.
Make it more design-y. Try that, let’s just look at it.
Just because they are common to hear doesn’t make them good feedback. Feedback whether good or bad should be specific. If it’s good feedback, it should not simply be “awesome.” Or “you killed it.” It should give an explanation so the person can know exactly what they did correctly and what they should do more of. On the flip side if it’s negative feedback it should explain what is being done badly or what should be changed.
Vague feedback shows that the person cannot articulate what they want which is never a good sign.
Not gritty enough