Share Part of the creative’s job these days is to develop ways to encourage sharing a new campaign. It’s no longer enough to create brilliant creative that connects with the audience. Now, creative needs to be so powerful that it encourages “engagement” and “sharing.” Read the rest here.
Category Archives: creative
Are “digital” creatives the future for traditional shops?
Share There’s been a lot of discussion lately about what the future’s creative department should look like and who it should be headed by. Do traditional shops need to get rid of their old guard and make way for leaders and practitioners steeped in the traditions of the digital shops? Surely they need to get rid …
Why your advertising sucks part 4: You want it to do everything.
Share Image via Wikipedia Quick, how many copy points can you fit into a 60 second radio spot? The answer should be one. But many ads that really suck the big one are about two or three things – maybe even more. This is real easy to observe in a print ad. Just open your local …
Why your advertising sucks part 3: You think people are stupid.
Share Image by byzantin3 via Flickr David Ogilvy said 40 years ago “the consumer is not a moron, she’s your wife.” It seems not everyone listened because the industry continues to insult her. Ogilvy’s quip may be one of the most quoted phrases in marketing and advertising but marketers often don’t think it applies to …
An ad creative’s view of the Red camera. It’s all about the workflow.
Share Image by Titanas via Flickr Editors note: I spent a little over a year working on the Red Camera developer’s other business, Oakley. I’ve worked on mostly digital the last couple of years and haven’t created an actual TV spot in awhile. The last national TV shoot I was on we filmed with 35 …
Air-traffic-controller mode. A technique to not produce crap.
Share I believe being a great creative doesn’t mean being a great creative all the time. Part of the task of getting great work produced and not having it ruined before crossing the finish line involves entering what I call air-traffic-controller mode. It’s a phrase I came up with to describe what I do as …
Casting calls are humbling. And not just for actors.
Share Image by Hollywood Poodle via Flickr I’ve just spent the last four days watching casting for a series of videos we’re creating for one of our clients. Every time I watch a casting session it’s a mix of emotions — embarrassment, awe, passion, gratitude, wonder, and of course, thanks. Usually the sessions are all …
Channel your passion. Just don’t necessarily listen to it.
Share Image via Wikipedia My fist hit the table this morning. I was feeling passionate. Really passionate about my work. It’s an empowering thing – feeling so passionate about what you do that you’re willing to sacrafice your hand. The one you use to write with, which is how you make your living. My job doesn’t …
