INTRODUCTION

To be great, every piece of creative needs…

Collaboration

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STEP 1: BEFORE YOU GET STARTED…

• BE MINDFUL OF THE BRAND

  • What is the “expectation” when people come to us?

• QUALITY CREATIVE = A QUALITY EXPERIENCE FOR OUR AUDIENCE

STEP 2: DIAGNOSING / BRAINSTORMING

• WHAT IS THE MESSAGE YOU’RE TRYING TO CONVEY?

  • Untangle the Spaghetti

  • EXERCISE: Sum up your project in one sentence

  • STANDARD: One main point / No more than 3 sub-points

• WHAT WILL OUR CONSUMER SEE, HEAR, FEEL OR EXPERIENCE?

  • What will make this content unique or memorable from others?

STEP 3: WRITING / DEVELOPING THE STORY

• SELL THE EXPERIENCE, NOT THE DETAILS

  • The “best part” of an event is not admission or lack of admission - the “best part” is the EXPERIENCE.

  • Don’t impress me with how much you know - Tell me why this matters.

• TELL A GREAT STORY

  • TECHNIQUE: “Perspectives”. What point of view will you take?

  • TECHNIQUE: “Rearrange the furniture”. Lead with your most interesting idea.

• TAKE AS MUCH TIME AS YOU NEED, BUT BE AS BRIEF AS YOU CAN

  • More words don’t equal a more powerful message.

  • Does this need 30 or 60 seconds.

• USE VISUALS, AUDIO & EFFECTS THAT HONOR AND SUPPORT YOUR MESSAGE

  • Graphics / B-Roll / Music / Sound Bites / Sound Design / Theater of the Mind.

• IF YOU WOULDN’T SAY IT AT STARBUCKS, DON’T SAY IT IN A BLOG OR VIDEO (UNLESS THERE’S A COMPELLING REASON)

  • Be conversational / Say it like a human being.

• BRING BACK THE HYPE

  • Simply become a “fan” of the product! Let’s be genuinely excited about what we’re creating. This includes the words we use, the inflection of our voices, music… everything. Our audience will notice.

• THINK OUTSIDE THE BOX / EMBRACE THE BOX

  • “The enemy of art is the absence of limitations” - Orson Wells

  • We’ll never have an ideal set of circumstances - do your best given time and resource constraints. How can you creatively use what you DO have and the opportunities God has given?