If you’re working with brands and looking to do campaigns from conception to production you have to master the art of story telling or at least have a good idea about it. But where do these ideas come from? For photographers or creatives who don’t have a lot of experience in advertising, it can be tough staring at the blank white screen.
Here’s a guide to help generating ideas:
Brand or product: What is it? What does it do?
Its truth: What is the single truest thing you can say about the product? Try to be honest.
Features: What distinguishes it? What makes it special?
Benefits: What are the benefits of those features?
Benefit of the benefit: What does that enable or make possible for a user?
One word: If you had to convey your brand in a single word, what would it be?
Think of visuals that say that.
Purpose: Does this brand have a bigger purpose or reason for being? Remember how effective Dove has been with their brilliant Self Esteem ads.
The first youtube comment is literally: “Why does a goddam soap brand have me crying”
Beliefs: Does it share beliefs (social, values, other) with its community?
The Nike Kaepernick ad has worked brilliantly.
Enemy: Does it have an enemy or take sides in a conflict?
Converse has been pushing the “shoes are boring, wear sneakers” side.
User interests: What is happening right now — in the news, in entertainment, on the Internet, in real life — that the brand’s community is paying attention to or cares about? How can it be leveraged?
What stories can you tell: What are the brand’s stories — real or created for inspiration — that can be told? Consider history, product, users, ways of informing, entertaining, inspiring, educating, helping.
Media: Where do your users spend time? What platforms? What screens? Are you shooting for Instagram ads or print?
George Kroustallis // Minorstep