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A CONCEPTUAL PROCESS
Ultimately, most will say that all ideas in advertising start with the objectives. This is not always true. An idea is random sagacity. It’s the application that defines it. Art requires not explanation or purpose. Once it’s given purpose it ceases to be art. With an objective, art subsequently becomes communication. Be inspired. Keep all ideas no matter their use. We are in the business of ideas. There are companies who sell advertising and companies who create it. Once you’ve made that distinction, this process will seem natural to you. And inevitably flow smoothly for all involved. Strategy can be created and concepts can be created. They can also be re-engineered to work together. Chicken and Egg is a question for egos. It is irrelevant. Be happy knowing the idea has life and works.
EXPLORE 'IT'
Being a creative thinker has nothing to do with manual dexterity. But communicating your idea does. ‘It,’–whether written or illustrated is still raw. The computer has a way of fooling us into thinking something is complete. Filters, plug-ins, tools–do not provide the answers to conceptual problems. Not yet.
With all the information we’ve been given parrelling the clients objectives and then ultimately trying to effectively communicate with our prospect, we need to research and doodle. Continually re-evaluate the perception you are trying to create. Ask more questions. Do a little research of our own. In the end, be objective with yourself and your ideas. Evaluate usage of the message, where it will be seen, when it will be experienced. And what needs to resonate after the experience.
We combine things that were previously considered unreleated. Initially we should consider these solutions to be abstractions. We get them, but will our prospect? Explore without the computer. The computer is a tool with a function, you are an idea person with an imagination. A computer will not resolove the relevancy problems of your concept. Doodles are an honest, pure, raw, free–natural approach to resolving a conceptual problem. Computers help with effeciency–not effectivness or conceptual relevancy.
EXECUTION
1,000 Typefaces. A million photographs. A boundless layout grid. 20 Software programs. Photographers, Writers, Illustrators. And a deadline.
In the end, our message should be simply understood not simple-minded but, a simple-single-minded thought about the communication. Narrow it down. With execution we should not be expanding options but subtracting from them. No more input. Just subtraction of information. Step away from your computer. Literally walk away. Find another stimuli. And something else to focus on. This is the time to purify your objectivity.
Do not be seduced my the ease-of-use with a computer. Remeber the idea or concept is still an abstration of some other abstraction. Clarity visually and conceptually–simplify. Relevancy fails when the context is lost.
RATIONALE
Create other means to support your ideas. A concept is still an abstraction. And despite your best efforts and endless skill at communicating an idea or message, some people will not understand it. A presentation is a campaign in itself. A good rationale will also keep the work consistent as communication is being developed.
Whether you’re an agency or an idividual, your rationale will speak volumes to a client who may trust your expertise but simply not understand. Mentally explore extensions of the idea, it’s longevity and possible failures. And in the end, be prepared for more ideas from your clients or prospects. Ideas breed ideas. It’s a fact.
Your idea has to have meaning. Communicate that meaning and why it’s relevant. There is always someone who will not understand the work.
PRESENTATION
A presentation Is a campaign in itself. Target it. Make is personal and relevant to your client and their business. Ideally, the relationship with our clients are built on a mutal understanding of each other as a company and each others objectives. Do not sell to your client. Have a fun conversation with them using the materials you’ve created for your rationale. In some cases, you might find a client who knows, without the presentation, if the work is good. In that case, be quite. Let the client process the work. Let them ask questions. This is exactly why you created the rationale.
A client may not get it, but the client isn’t the target. Client have a lot of questions, you have the rationale.
NOTE: Once I've received some feedback on this post, I will complete another post ( unfortunately much longer and less picutres ) on Conceptual Dichotomy:Education through communication and symbolic logic
With a fundamental structure composed of these two questions. 1) What should be communicated. 2) How it should be communicated. From here I will attempt to qualify and quantify some ideas about conceptual development and the creative process overall.
Imagine a brand landscape defined by the individual; the consumer, the prospect, the common surveyor–a marketplace that evolves organically based on consumer interaction and feedback. A company and their agency-both accountable for their products, services and ideas. Knowledge is growing directly in relation to the amount of people contributing to it without regard for social or economical barriers. Language barriers don't exist. Knowledge is systematic growth based on interoperation without ration. Mass communications leveraged by the individual. Products and services rising and falling on their own merits. Someone googles "sucker born everyday," every minute. Advertising talks too much, art requires no explanation and we live in the middle. Create relevancy.
2 comments:
Marc, this is an absolutely brilliant post. The images do so much to help organize and shape the process you describe.
Seems like this kind of talent won't be kept under the barrell long.
As one of my teachers in College would say... "It's the story, stupid!" If you're not communicating, you're not being effective. All the flashy graphics, delivery media, computers and the best copywriter on the planet can't help if your message is not right.
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