Download to read offline
Big ideas
- 1. Creative Concepting: JocelynMorera jmorera@lafilm.edu BigIdeas
- 2. 01 02 TableofContents Fuelingthe BigIdea Waysto findthe big idea...Target Audience / Insights/ Brand Truths, human motivations Questions to ask to find big ideas.
- 3. Let’s be real... Fuelingtheidea 01
- 4. ● Insight +Human Truth ● Target audience and understanding where they come from ● This is the first step for your project (print ad) Wewentover
- 5. Gobacktoourhumanneeds... Mars Jupiter Mercury Saturn Despitebeing red, Mars is actually a cold place Jupiter is the biggest planet in the Solar System Mercury is the closest planet to the Sun Saturn is composed of hydrogen and helium
- 6. Thingstodotosparkideas. Start with humantruths. No matter what you’re working on use logic and emotion as your guide. My first filter when judging an idea is to ask myself if it’s true. Really true. If it is true, is it well articulated. If it feels cheesy, then people won’t buy into the product or the ad. VS Which ad is more interesting? Which one makes you stop and think? Which one makes you “feel” something?
- 7. ArmYourselfwithFacts Arm yourself withthe facts. Nothing replaces relevant information. You cannot create around that which you do not know. You cannot get to the truth with knowing the reality. One other piece of advice, go offsite and concept in a bookstore like a Borders or a Barnes and Noble -google the sh** out of things. You’ll have all sorts of reference within a minutes reach. VS Ads that have stats or facts really hit you in the gut. They make you “feel” something because it is real. This ad looks hand drawn, but the information behind it is real.
- 8. Asktherightquestions If you’re hittinga blank wall when trying to come up with something just start asking questions. To yourself and anyone else who will listen. Often by asking the right questions you’ll lead yourself right into some great answers. And coincidentally, right back into the truth. Someone asked “And what if I place my ad on a ceiling instead of a wall?” Asking questions will lead you to great ideas.
- 9. Befearlessaroundbadideas There is nosuch thing as a bad idea when concepting. Often the worst ideas are your tour guide to the best ones. It wouldn’t be a cliché if it weren’t so damned true. My ratio of bad to good is probably 50 to one. I fill pages with bad. I build a monument to good on a trash heap of crap. The real challenge is knowing the difference between the good and the bad. Which print ad is better? Which one do you think was easier to come up with? VS
- 10. Behonestwithyourself Come on, youknow if something is good or not. You really do. If you don’t, then take time to think about it. Clearly you can tell the staircase to nowhere is bad design! Vs a good staircase
- 11. Shareyourideaswithothers(orlikeme,your professor) Bounce them offyour spouse or your friends. If they don’t make sense to someone you know they won’t make sense outside of your brain. Sketch them. Many of them to find the best one. Like anything else, the more you do something the better you get at it. It’s like working out in a gym. You get in shape and you’re able to lift more weight, do more reps and the like. Remember it’s not supposed to be easy. That’s why they call it work.
- 12.
- 13. —Leo Burnett “Make itsimple,make it memorable,make it invitingto look at,make it funto read”
- 14. —David Oglivy “Ittakes abig ideato attractthe attention ofconsumers and get themto buyyourproduct.Ifit doesn’t have a big idea,itwill pass like a ship inthe night…”
- 15. Whenthinkingaboutbigideasdothefollowing... Where is theemotion in this product, service, or category? Will people talk about this idea? Will it be in the news? The new ideas come from culture, new ideas are shareable. All drama is conflict. Find a “bad guy.” When everything is okay, people are not interested. Are you sure they’ll even let us do this idea? “Is what I’m working on beautiful, useful or entertaining?” (from R/GA ad agency) If tension’s not evident in your category, make it up. It’s less about making people want stuff, more about making stuff people want. Simplicity: You idea should communicate in a FLASH.
- 16.
- 17.
- 18.
- 19.
- 20.
- 21.
- 22.
- 23. Coke Coke believes theworld would be a better place if we saw the glass half full rather than empty.
- 24. LouisVuitton Believes life would bebetter if we lived it as an exceptional journey.
- 25. Google Believes the worldwould be a better place if information was better organized.
- 26.
- 28.
- 29. Creative Concepting: JocelynMorera jmorera@lafilm.edu ThankYou