research
Whenever there’s a project given, big 360 campaign or small evergreen ad, I always start the process by dissecting the project brief and defining the “problem.” Knowing the target audience and getting into the consumer-first mindset has been really crucial step on my creative research.
the big idea
Once I collected all the information and available data, defining the big idea that will capture the target audience’s eyes is the next step, which usually requires a good amount of hand-sketches and collaborative effort with client/ marketing lead. This big idea should be able to convey certain feelings and emotion, and therefore finding a unique point of view is important.
planning
Furthermore, I usually start a creative deck that captures the overall tone & voice, how the product/ service would be visualized (photo, video, stop motion, CGI, etc), as well as the supporting visual graphic elements. This is when I start involving the team (in-house or outside agency) to collaborate and bounce off ideas, to make sure all of the details are covered.
implementation
After the creative deck, budget, and timeline are being finalized, I like to oversee the production for each touch point. My past experience has taught me on how to define a good balance between being hands-on and trusting the team to execute.
