Creation & Ideation
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presented by @JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
I am not Troy
Troy is:
 Troy Scarlott
 SVP, Marketing at YapStone
 Am...
Presentation by Jordan Atlas
©2014
@JordanAtlas23
I am Jordan
I am:
 @JordanAtlas23
 Executive Creative Director
 Unjad...
Presentation by Jordan Atlas
©2014
@JordanAtlas23
My influences
My influences
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Let’s begin
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Breakthrough creative begins
with The Idea
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Agenda:
The Idea:
Defined / Articulated / Created
Presentation by Jordan Atlas
©2014
@JordanAtlas23
I am a ______ at my company.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
I am an account exec at my agency.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
I am a creative account exec at my agency.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
I am an account exec at my creative agency.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
We are all creative.
Own your part of it.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
But…creative is not everyone’s job.
It’s everyone’s responsibility.
So…do you have any
idea what an idea is?
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Exercise 1:
Define “The Idea”
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The idea is the concept.
Concept is the idea.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
In terms of advertising
The idea: is the central theme,
which underlies all advertising
executions.
Presentation by Jordan...
In terms of advertising
The idea: is the premise
that serves as the foundation of an
advertising campaign and each ad
with...
In terms of advertising
The idea: is a series of ads
(content) for a
product/service/company/brand
that work individually ...
But first:
in order to understand,
recognize and articulate
what an idea is...
it is helpful to first
understand what it
i...
The idea is not:
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The idea is not:
A brand’s color
palette. Even if it’s
dictated in the
brand guidelines.
Presentation by Jordan Atlas
©201...
The idea is not:
A testimonial
of a consumer who
looks, talks and acts
exactly like the
target audience
described in the
c...
The idea is not:
A really, really
big logo.
Even if it’s gold.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The idea is not:
A beautiful
product shot.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The idea is not:
The strategy
statement disguised
as a snappy,
advertising headline.
Presentation by Jordan Atlas
©2014
@J...
The idea is not:
High production
value
(Insert a big budget,
famous photographer,
or trendy director)
Presentation by Jord...
The idea is not:
A depiction of the
emotional benefit
(Insert cute baby,
golden retriever puppy
or adorable white kitten)
...
The idea is not:
The product features,
in bullet points.
 No
 Matter
 How
 Many
Presentation by Jordan Atlas
©2014
@Jo...
The idea is not:
A celebrity
endorsement.
Even if (perhaps
especially if) it’s
a Kardashian.
Presentation by Jordan Atlas
...
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The idea is:
The Idea:
is a creative expression or device
within a campaign which embodies
the essential message of the brand
in a stri...
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The Idea:
is fresh, memorable and breaks
through the clutter.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The Idea:
is campaignable in a way in which
the executions nearly write
themselves and the consumer
looks forward to seein...
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The Idea:
is something so obvious you
wonder why you didn’t think of it
yourself. Yesterday.
Presentation by Jordan Atlas
...
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The Idea: is the knot into which
all of the loose ends are tied.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Exercise 2:
Articulate “The Idea”
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Big ideas are elusive;
challenging to create,
easier to recognize.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Big ideas: Breakdown
The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
––––––––––––––––––––––––––––––––––––––––
–––––––––––––––––––––––...
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
The idea for the Subway campaign is to reinforce
the simple fact...
Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
The idea for Kraft’s Athenos Hummus campaign is
to communicate t...
Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
The idea for The Economist is to illustrate the impact that
thei...
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
The idea for TurboTax is to convince consumer’s that they should...
Exercise 3:
Create “The Idea”
Presentation by Jordan Atlas
©2014
@JordanAtlas23
But first, here’s what they
think about you
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Hugh MacLeod of GapingVoid
So…how the f&ck then?
Presentation by Jordan Atlas
©2014
@JordanAtlas23
WARNING: Results May Vary
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
1 Reassemble existing elements
Presentation by Jordan Atlas
©2014
@JordanAtlas23
2 Pick an enemy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presentation by Jordan Atlas
©2014
@JordanAtlas23
3 Twist up something familiar
Presentation by Jordan Atlas
©2014
@JordanAtlas23
4 Self-imposed limitations
Presentation by Jordan Atlas
©2014
@JordanAtlas23
5 Collaborate Above Your Weight
Presentation by Jordan Atlas
©2014
@JordanAtlas23
6 Write what who you know
Presentation by Jordan Atlas
©2014
@JordanAtlas23
7 Start with the feeling
Presentation by Jordan Atlas
©2014
@JordanAtlas23
8 Creation by facilitation
Presentation by Jordan Atlas
©2014
@JordanAtlas23
9 Repurpose rather than replace
Presentation by Jordan Atlas
©2014
@JordanAtlas23
10 Reapply every single day
Presentation by Jordan Atlas
©2014
@JordanAtlas23
No matter where you
want to end up,
always begin with
respect and empathy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Thank you
@JordanAtlas23
For further reading
http://ihaveanidea.org/arti...
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AdU: Creative 2014 - Creation & Ideation by Jordan Atlas

  1. 1. Creation & Ideation Presentation by Jordan Atlas ©2014 @JordanAtlas23 Presented by @JordanAtlas23
  2. 2. Presentation by Jordan Atlas ©2014 @JordanAtlas23 I am not Troy Troy is:  Troy Scarlott  SVP, Marketing at YapStone  Amazing friend & mentor
  3. 3. Presentation by Jordan Atlas ©2014 @JordanAtlas23 I am Jordan I am:  @JordanAtlas23  Executive Creative Director  Unjaded. Teacher. Learner
  4. 4. Presentation by Jordan Atlas ©2014 @JordanAtlas23 My influences
  5. 5. My influences
  6. 6. Presentation by Jordan Atlas ©2014 @JordanAtlas23 Let’s begin
  7. 7. Presentation by Jordan Atlas ©2014 @JordanAtlas23 Breakthrough creative begins with The Idea
  8. 8. Presentation by Jordan Atlas ©2014 @JordanAtlas23 Agenda: The Idea: Defined / Articulated / Created
  9. 9. Presentation by Jordan Atlas ©2014 @JordanAtlas23 I am a ______ at my company.
  10. 10. Presentation by Jordan Atlas ©2014 @JordanAtlas23 I am an account exec at my agency.
  11. 11. Presentation by Jordan Atlas ©2014 @JordanAtlas23 I am a creative account exec at my agency.
  12. 12. Presentation by Jordan Atlas ©2014 @JordanAtlas23 I am an account exec at my creative agency.
  13. 13. Presentation by Jordan Atlas ©2014 @JordanAtlas23 We are all creative. Own your part of it.
  14. 14. Presentation by Jordan Atlas ©2014 @JordanAtlas23 But…creative is not everyone’s job. It’s everyone’s responsibility.
  15. 15. So…do you have any idea what an idea is? Presentation by Jordan Atlas ©2014 @JordanAtlas23
  16. 16. Exercise 1: Define “The Idea” Presentation by Jordan Atlas ©2014 @JordanAtlas23
  17. 17. The idea is the concept. Concept is the idea. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  18. 18. In terms of advertising The idea: is the central theme, which underlies all advertising executions. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  19. 19. In terms of advertising The idea: is the premise that serves as the foundation of an advertising campaign and each ad within the campaign, regardless of media channel or execution. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  20. 20. In terms of advertising The idea: is a series of ads (content) for a product/service/company/brand that work individually and cumulatively to communicate the advertiser’s message to the consumer. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  21. 21. But first: in order to understand, recognize and articulate what an idea is... it is helpful to first understand what it is not. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  22. 22. The idea is not: Presentation by Jordan Atlas ©2014 @JordanAtlas23
  23. 23. The idea is not: A brand’s color palette. Even if it’s dictated in the brand guidelines. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  24. 24. The idea is not: A testimonial of a consumer who looks, talks and acts exactly like the target audience described in the creative brief. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  25. 25. The idea is not: A really, really big logo. Even if it’s gold. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  26. 26. The idea is not: A beautiful product shot. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  27. 27. The idea is not: The strategy statement disguised as a snappy, advertising headline. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  28. 28. The idea is not: High production value (Insert a big budget, famous photographer, or trendy director) Presentation by Jordan Atlas ©2014 @JordanAtlas23
  29. 29. The idea is not: A depiction of the emotional benefit (Insert cute baby, golden retriever puppy or adorable white kitten) Presentation by Jordan Atlas ©2014 @JordanAtlas23
  30. 30. The idea is not: The product features, in bullet points.  No  Matter  How  Many Presentation by Jordan Atlas ©2014 @JordanAtlas23
  31. 31. The idea is not: A celebrity endorsement. Even if (perhaps especially if) it’s a Kardashian. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  32. 32. Presentation by Jordan Atlas ©2014 @JordanAtlas23 The idea is:
  33. 33. The Idea: is a creative expression or device within a campaign which embodies the essential message of the brand in a striking new way to give it meaning, distinction and fame. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  34. 34. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  35. 35. The Idea: is fresh, memorable and breaks through the clutter. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  36. 36. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  37. 37. The Idea: is campaignable in a way in which the executions nearly write themselves and the consumer looks forward to seeing and experiencing the next execution. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  38. 38. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  39. 39. The Idea: is something so obvious you wonder why you didn’t think of it yourself. Yesterday. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  40. 40. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  41. 41. The Idea: is the knot into which all of the loose ends are tied. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  42. 42. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  43. 43. Exercise 2: Articulate “The Idea” Presentation by Jordan Atlas ©2014 @JordanAtlas23
  44. 44. Big ideas are elusive; challenging to create, easier to recognize. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  45. 45. Presentation by Jordan Atlas ©2014 @JordanAtlas23 Big ideas: Breakdown
  46. 46. The idea: Breakdown STRATEGY + CREATIVE EXPRESSION = IDEA –––––––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––– Presentation by Jordan Atlas ©2014 @JordanAtlas23
  47. 47. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  48. 48. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  49. 49. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  50. 50. The idea: Breakdown STRATEGY + CREATIVE EXPRESSION = IDEA The idea for the Subway campaign is to reinforce the simple fact that Subway is a healthier choice than other fast food and quick service restaurants. It’s delivered through an art direction driven campaign of humorous illustrations that depicts Subway’s competitors logos (Wendy’s, Carls Jr, KFC) in a rather unflattering manner. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  51. 51. Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2014 @JordanAtlas23
  52. 52. Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2014 @JordanAtlas23
  53. 53. Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2014 @JordanAtlas23
  54. 54. The idea: Breakdown STRATEGY + CREATIVE EXPRESSION = IDEA The idea for Kraft’s Athenos Hummus campaign is to communicate that their hummus is done the right way. The Greek way. With tradition, simplicity and respect. It’s delivered through a believable and unique spokesperson: Ya-Ya, (Greek for grandmother), who approves of Athenos Hummus and very little else. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  55. 55. Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2014 @JordanAtlas23
  56. 56. Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2014 @JordanAtlas23
  57. 57. Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2014 @JordanAtlas23
  58. 58. Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2014 @JordanAtlas23
  59. 59. The idea: Breakdown STRATEGY + CREATIVE EXPRESSION = IDEA The idea for The Economist is to illustrate the impact that their insightful and intelligent magazine has on those who read it. And, “inadvertently”, those who don’t. It’s delivered through a sophisticated, minimalist art direction and copy style, choosing to use the fewest elements to communicate the most intelligent of thoughts. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  60. 60. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  61. 61. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  62. 62. The idea: Breakdown STRATEGY + CREATIVE EXPRESSION = IDEA The idea for TurboTax is to convince consumer’s that they should be doing their own taxes because nobody knows the intimate details of their lives better than themselves. It’s delivered through a funny, entertaining voice/mindset that puts a twist on the universally-hated ritual (of doing taxes) and reframes it as an empowering way to look back on the “Story of the You”. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  63. 63. Exercise 3: Create “The Idea” Presentation by Jordan Atlas ©2014 @JordanAtlas23
  64. 64. But first, here’s what they think about you Presentation by Jordan Atlas ©2014 @JordanAtlas23
  65. 65. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  66. 66. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  67. 67. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  68. 68. Presentation by Jordan Atlas ©2014 @JordanAtlas23 Hugh MacLeod of GapingVoid
  69. 69. So…how the f&ck then? Presentation by Jordan Atlas ©2014 @JordanAtlas23
  70. 70. WARNING: Results May Vary Presentation by Jordan Atlas ©2014 @JordanAtlas23
  71. 71. Presentation by Jordan Atlas ©2014 @JordanAtlas23 1 Reassemble existing elements
  72. 72. Presentation by Jordan Atlas ©2014 @JordanAtlas23 2 Pick an enemy
  73. 73. Presentation by Jordan Atlas ©2014 @JordanAtlas23
  74. 74. Presentation by Jordan Atlas ©2014 @JordanAtlas23 3 Twist up something familiar
  75. 75. Presentation by Jordan Atlas ©2014 @JordanAtlas23 4 Self-imposed limitations
  76. 76. Presentation by Jordan Atlas ©2014 @JordanAtlas23 5 Collaborate Above Your Weight
  77. 77. Presentation by Jordan Atlas ©2014 @JordanAtlas23 6 Write what who you know
  78. 78. Presentation by Jordan Atlas ©2014 @JordanAtlas23 7 Start with the feeling
  79. 79. Presentation by Jordan Atlas ©2014 @JordanAtlas23 8 Creation by facilitation
  80. 80. Presentation by Jordan Atlas ©2014 @JordanAtlas23 9 Repurpose rather than replace
  81. 81. Presentation by Jordan Atlas ©2014 @JordanAtlas23 10 Reapply every single day
  82. 82. Presentation by Jordan Atlas ©2014 @JordanAtlas23 No matter where you want to end up, always begin with respect and empathy
  83. 83. Presentation by Jordan Atlas ©2014 @JordanAtlas23 Thank you @JordanAtlas23 For further reading http://ihaveanidea.org/articles/2012/05/29/the-beastie-brand/ http://ihaveanidea.org/articles/2013/01/08/love-the-jump/ http://ihaveanidea.org/articles/2012/01/23/nothing-is-the-new-anything/ http://ihaveanidea.org/articles/2011/11/17/not-so-young-and-in-love-with-advertising/ http://ihaveanidea.org/articles/2012/10/23/with-my-own-two-hands/ http://www.bestadsontv.com/news/blog.php?id=25009
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