This brilliant piece of storytelling has started to circle the internet in the past few weeks. It's telling story is something that we as designers, storytellers, writers and advertisers alike must pay sincere attention to. As my daughter (about 2 and half at the time of this post) grows I'm terrified of how culture, technology and messaging will be delivered. In an age were iPhones are baby sitters and truly engaging interactivity is to be expected we must take the time to make sure we get it right. Please take the time to watch the whole video.
Terry O'Reillyfamed advertising speaker, writer and former mad man give a few quick hits on what makes great advertising, and while some of us have heard them before there's always room to remind yourself why you picked this industry.
I'll be the first one to tell you that I don't have anything really all that compelling on my youtube channel. I know how to use it beneficially, but will all the tools at my disposal it probably gets pushed a little further back than most. So when I see something like Hot Wheels create a video clip, 'choose your own adventure' game with their YouTube presence I see something happening that inspires me. Could this be your next storytelling vehicle?
The key to this little campaign is using YouTube's ability to link to other video clips. While it looks like a bit of real game play what's actually happening is a simple reference link to another video clip based on what you choose. Simple, clever an effective.
I've been designing steadily for over 20 years. In that time I've on more than one occasion fallen stumped to not knowing where to go with my designs. Be it a logo, storyboard, website, print piece or integrated concept we all fall short of knowing that the concept/visual is just not there.
Aggregate as many mental ideas, thoughts, and related concepts as possible.
Then collect as much specific information on the relevant client, topic or campaign. Now matter how unrelated try to put ideas together, mind-map and see where thing fit and where they don't.
Then stuff more general thinking around it; like case studies, competitors and simply "smart thinking" within the landscape.
The most important part of this process is 'the incubation phase' – Go to a movie, take a long lunch, let it simmer over a weekend, and or, work on an unrelated project that won't effect your brain putting process time against that ideation. Let the subconsciousmind work on the problem.
Then the magic of the "Eureka" moment! The idea(s) come to you in whatever way they manifest.
Reprioritize with your idea collective and work the idea to perfection. Test, refine and launch!
Well sure this sounds great but in a the dog-eat-dog pits of today's advertising/interactive agencies do you really have the time for this whole process? Maybe and maybe not dependant upon the insurmountable deadlines you may be facing at any given time.
You'll also here your creative staff give you a thousand reasons why they're stumped, why they need more time and why are you doing this to them! But fortunately we live in a time with technology that we can take Mr. Young's principle and condense it down to assist your squeaky wheels.
First of the Mr. Webb's point of aggregation and collection are still flawless and essential. Whether it's a client fact-finding mission, or you simply look at the works that's been done to date. You must immerse yourself in your client.
With the internet you can make some pretty educated assumptions with websites, case-studies and online tools that lead to the analysis of where your client needs to be. Weigh the work of your competition. What works? What doesn't? What techniques are they using? Social Media? Mobile Apps? UGC campaigns? Or have they choosen more traiditional drivers?
Then get inspired! There's a link on my home page for my Delicious Links, their you can find links to thousands of designers, agencies and great thinking that you can pull from. A world of great ideas is nothing but a search term away. Look at your clients competitors agency as well and make sure you don't replicate old thinking.
The "incubation" phase is what I find I have very little time for anymore. My staff and I do our best to initially design rough directions and try to give immediate feedback. Then (give that you have a few hours or a few days) readdress it showing everyone's refined collective thinking. This is were Mr. Young may not have had a room full of creative minds to pull from.
Then no differently – Reprioritize with your ideas collectively and work the concept to perfection. Test, refine and launch!
Lastly, I find it increasingly important to up the ante on the speed of ideas. You have to keep yourself and your staff immersed while at work at all times. Concept 'morgues' on your servers, large libraries of design, photography and advertising periodicals. Giant white boards should be no further than an arms reach while you talk about the latest mobile application in the break room during a Wii contest. Industry and conceptual immersion must be constant. This way the subconscious works faster to process the myriad of ideas that are sadly backed by ever-shortening deadline.
I hear many clients and co-workers tell me that the idea is too cool, too edgy, what if they "don't get it?" Of course these are always primary concerns with any advetorial, design branding or social campaign. Of course we need the work to do its job. Well this brings us to our story which begins here: (this will take roughly four minutes and it's well worth your time)
Now that we've digested the story of Mr. Splashy Pants (and you're debating whether that was worth your time) it's incredibly important to understand the foundational platform of risk vs. reward. What you [think] your customer or client wants to see if not often what will work. At the risk of sounding arrogant, it's you JOB to sell work that will work and NOT sell work that you know your client wants to see. Work your client wants to see if called "safe" work, and here are some fundamental truths about safe work:
It's Murphy's Law that if you show safe work it will get selected
It's not worth talking about, nor worth submitting for recognition
When selected your staff will hate working on it; morale drops; people whine; you look out window and debate why you chose this career path
Chances are it will be a 50% grey tone message swimming with its other safe grey friends
It often will be made even MORE safe within countless client revisions
It doesn't go on your reel
The needle fails to move
Not fundamentally true:
AOR review
Close up shop
Become hobo
Rob liquor store
Go to prison – die in quarrel over who "owns" you
Too much? Ok. But you see my point.
What makes a splash (pun intended) is you pushing your client to take a risk. "But I'm a small shop with local clients." Ok fair, but what are they not doing now that you wish they were? Twitter? Facebook ads? Radio? Every client has a internal 'fear meter' and it's your job to dial up the work and explain it well enough for you keep their gauge under the red. Until you hire someone that can do this or learn to pitch the work appropriately, you'll be doomed to making more safe work.
"So how do I do this Justice?"
The internet is filled with metrics that can often support your creative – show them
Seek out case studies on YouTube, White Paper and Blogs showing like-minded campaigns (yes, sometimes you'll be showing your competition work to prove your point)
Sight the success of campaigns like "Mr. Splashy Pants"
Bring in a CA, HOW or Print design annual and let them try to find something lame
Pull from your own portfolio and show them work your proud of (albeit from a creative perspective or results perspective; ideally both)
You may be in love with the idea that you create your clients vision, but if your stuck doing safe work your not going to love what you do very long.
Video Description: Carnegie Mellon University Professor, Jesse Schell, dives into a world of game development which will emerge from the popular "Facebook Games" era. Oh my god this guy sounds like Mitch Hedberg. With that said check, this video out for an amazing perspective on the last few years of gaming and the future it could contain for us all.
Wednesday, March 17, 2010 at 1:11PM
