This document provides an outline for a workshop on how to present creative work. It discusses preparing for a presentation by understanding the audience, environment and goals. The days before a presentation, creators should ensure their work is on strategy, on brand and compelling. Minutes before, they should rehearse while considering the audience, environment and team. The workshop covers setting up the presentation story, practicing delivery from a position of authority and anticipating objections.

1. How to
present
creative work
JOEL EBY / CRRNT

2. Introductions and set up for the day
How you present now (group exercise)
When and why presentations go south
Days before: setting up your story
Minutes before: practice and prep
Lunch
From ads to interactive: presentation formats that work
Putting it all together
Presenting work: Hands on workshop
Q&A / Evaluation
10:00 - 10:15
10:15 - 10:40
10:40 - 10:55
11:00 - 11:40
11:45 - 12:00
Lunch
12:45 - 1:10
1:15 - 1:30
1:35 - 3:35
3:35 - 4PM

3. Introductions
& setup for the
day
10am - 10:15
1

4. A bit about Joel
20 years in Seattle creative community
Partner and Creative Director at CRRNT
Digital designer by trade, musician by hobby
@6trak on Twitter

5. Modular agency IP incubator Ventures Partner

6. Joel’s story

7. Now you go
What does your neighbor do?
What do they have to present?
Who do they present to?
What would they like to get out of this?

8. How you present now
10:15 - 10:40
G RO U P E X E RC I S E
2

9. Build a presentation

10. Build a presentation:
WHO IS YOUR
PRESENTATION
AUDIENCE?
1

11. When (and why)
presentations go south
10:40 - 10:55
3

12. It happens.

13. Seeing the
client as
someone you’re
supposed to
please.

14. Not getting up
off your butt.
Appearing
indifferent
about the work.

15. Getting lost in
the story.
“Where is this
all going?”

16. Starting out
with an
apology.

17. Over-
explaining the
details

18. Getting
defensive

19. Reading
aloud

20. Folding
too early

21. Asking
“Do you like it?”

22. Explaining the
work seems more
complicated
than the work.

23. What is the inverse?
The work is clearly on-brief
The presenter knows the work (and the thinking behind it)
The presenter clearly believes in the work
The presentation follows the presenter
The presenter is taking you on a journey — story
It’s clear how the details support the idea

24. Build a presentation:
GATHER THE WORK
2

25. Did you bring something
to present?

27. Days before:
setting up your story
11:00 - 11:40
4

28. Preparation
Presentation
Two parts to
every presentation

29. Days Before
Right Before
Presentation
We are here.

30. DAYS BEFORE: 3 QUESTIONS
Is is
on strategy?
1
Is it
on brand?
2
Is it
compelling?
3

31. Is it on strategy?
D AY S B E F O R E : PA R T 1

32. PLAY MOVIE
(link: Peggy Olsen's pitch to Burger Chef)

33. What is this ad about?
WHO PRODUCT TAKEAWAY
Families Burger Chef
Restaurants
Restore the
family dinner
table
This is the creative brief.

34. Let’s talk about the
creative brief and getting
agreement
on strategy.

38. The Takeaway: No sentence in a brief is more important.

39. The Takeaway: No sentence in a brief is more important.
(Blank) should (blank) (blank) because (blank).

40. The Takeaway: No sentence in a brief is more important.
(Audience) should (verb) (product) because (single compelling reason).

41. (Audience) should (verb) (subject) because
(single compelling reason).

42. (Marketers and creative people) should
(take classes) (at SVC) because
(you’ll learn from top working pros).

44. (Audience) should (verb) (subject)
because (single compelling reason).

45. (Cafe customers) should (verb) (subject) because
(single compelling reason).

46. (Cafe customers) should (buy) (subject) because
(single compelling reason).

47. (Cafe customers) should (buy) (a Verismo system) because
(single compelling reason).

48. (Cafe customers) should (buy) (a Verismo system) because
(you can have Starbucks lattes at home).

50. (Audience) should (verb) (subject)
because (single compelling reason).

51. (Active people) should (verb) (subject) because
(single compelling reason).

52. (Active people) should (wear) (subject) because
(single compelling reason).

53. (Active people) should (wear) (Timberland Boots) because
(single compelling reason).

54. (Active people) should (wear) (Timberland Boots) because
(they will keep your feet totally dry).

56. (Audience) should (verb) (Subject) because
(single compelling reason).

57. (Star Wars fans) should (verb) (Subject) because
(single compelling reason).

58. (Star Wars fans) should (play) (Subject) because
(single compelling reason).

59. (Star Wars fans) should (play) (Battlefront) because
(single compelling reason).

60. (Star Wars fans) should (play) (Battlefront) because
(it’s the most realistic way to play Star Wars ever).

61. (link: Battlefront Holiday Spot)

62. Build a presentation:
WRITE A TAKEAWAY
(Audience) should (verb) (Subject) because (single compelling reason).
3

63. Is it on brand?
D AY S B E F O R E : PA R T 2

74. What do you think? Are these on-brand?

79. PLAY MOVIE
(link: Nike: Game On World Spot)

81. Build a presentation:
DETERMINE
BRAND
CHARACTERISTICS
4

82. Is it compelling
creative?
D AY S B E F O R E : PA R T 3

83. Creative Standards
Does everyone agree on what makes for compelling creative?

85. Is it intrusive?
Checklist for compelling creative

90. Is it intrusive?
Is it involving?
Checklist for compelling creative

93. PLAY MOVIE
(link: Got Milk? Original "Aaron Burr" ad)

94. PLAY MOVIE
(link: Lexus: Print ad powered by iPad)

95. Is it intrusive?
Is it involving?
Is it emotional?
Checklist for compelling creative

96. PLAY MOVIE
(link: Designed in California by Apple)

98. PLAY MOVIE
(link: Google 2011 Superbowl Ad)

99. Checklist for compelling creative
Is it intrusive?
Is it involving?
Is it emotional?
Is it leave an impression?

100. PLAY MOVIE
(link: Hotwheels 3D Projection Mapping)

101. Checklist for compelling creative
Is it intrusive?
Is it involving?
Is it emotional?
Is it leave an impression?
Is there a clear idea?

103. What about digital work?

104. Checklist for digital work
Does it stand out from its own category?
If a redesign, is it improved on what came before?
Does it accomplish its purpose within its ecosystem?
Have all of the important contexts been addressed? (Mobile vs desktop)
Will the work hold up under real world conditions?

105. “The content needs to be bitesized”
“We need sharable moments”
“It needs to be simple. Our customers are busy people.”
“It has to be one thing above all: FUN!”
“It needs to inspire moms to buy”
Checklists can be unique to a
client or specific to a creative brief

106. Getting Executional: Digital Checklists
Usability Consistency

107. Getting Executional: Digital Checklists
Is all ambiguity removed?
What’s the takeaway for each screen?
Where does it live in the “ecosystem”?
Is the intended communication and emotion achieved?
Usability Consistency

108. Getting Executional: Digital Checklists
Is the hierarchy clear?
Is it designed in sync with the technology?
Is it designed with the client’s screen size in mind?
Is there a “system” to the design?
Usability Consistency

109. Build a presentation:
DETERMINE
COMPELLING
CREATIVE GOALS
5

110. Minutes before:
practice and prep
11:45 - Noon
5

111. What to do before you show the work.

112. Days Before
Right Before
Presentation
We are here.

113. Review the brief and post the takeaway sentence
The presentation part: debrief & ground rules

115. The presentation part: debrief & ground rules
Review the brief and post the takeaway sentence
Set the stage

117. The presentation part: debrief & ground rules
Review the brief and post the takeaway sentence
Set the stage
Give the audience an on-screen or printed agenda and ground rules

118. Setting ground rules for a review
Ask them to hold comments till the end
Let them know not to bother with comments
if they don’t feel we’ve satisfied the strategy
Ask them to consider: does it meet objectives?
Will it be well received by the audience we’ve identified?

120. Days Before
Right Before
Presentation
We are here.

121. MINUTES BEFORE: 3 THINGS
Audience,
environme
nt& team
goals
1
Rehearsing
&
anticipatin
g objections
2
Presenting
from a
position of
authority
3

122. Build a presentation:
DETERMINE THE
AUDIENCE
CONTEXT
6

123. Audience,
Environment,
Team & Goals
M I N U T E S B E F O R E : PA R T 1

124. Who are you talking to?
Where will it be?
What do you want to accomplish?

125. People like stories.
People like stories about
themselves more.

129. Understand what makes them tick
Don’t assume they can see what you can see
Be the tour guide
Ideas before executional details
Focus on the right kinds of details
Making the story about them

131. “We’ll run the
headline and hero
image through the
gutter and tighten
up the kerning.”
“The headline is a
bold statement
and sets the tone
for the page.The
details are then
easy to read.”

132. So, how will you know what kinds of details will
resonate with the audience?
Learn about the audience ahead of time.

133. If they’re repeat clients, get to know them (coffee, email,Twitter etc)
What keeps them awake at night?
Are they up to speed on this project?
What’s their mood?
Ask yourself this question: how can I help?
Learning about the audience

134. Next, determine where you’ll be presenting,
who (on your team) will be presenting
and the presentation goals

135. Have you seen the space and tested the AV?
Learning about the environment

137. Have you seen the space and tested the AV?
Do you know where you’ll stand?
Learning about the environment

138. S TA N D H E R E .

139. Stand
here
Don’t sit
here

140. Have you seen the space and tested the AV?
Do you know where you’ll stand?
Do you know how much time you have? (Don’t use it all)
Think about differences between live and remote
Learning about the environment

141. Do you know going in who will say what?
Have the best presenters present
Appoint an emcee and stick to the script
Team sport: everyone supports everyone, no matter what
Try to determine an advocate on the audience/client side
Learning about the team

142. How will you know if your presentation was successful?
Ask yourself what a successful outcome looks like
Prepare to break down resistance by interplaying negative with positive
Determine the presentation goals

143. I have a dream
that one day this nation will rise up and
live out the true meaning of its creed. We
hold these truths to be self-evident that
all men are created equal.
I have a dream
that one day out in the red hills of
Georgia the sons of former slaves and
the sons of former slave-owners will be
able to sit down together at the table of
brotherhood.
I have a dream
that one day even the state of
Mississippi, a state sweltering with the
heat of oppression, will be transformed
into an oasis of freedom and justice.
I have a dream
that my four little children will one day
live in a nation where they will not be
judged by the color of their skin but by
their character.
I have a dream today
we will be able to hew out of the
mountain of despair a stone of hope.
“I Have a Dream” speech,
mapped on a Sparkline

144. Rehearsing &
Anticipating
Objections
M I N U T E S B E F O R E : PA R T 2

145. Don’t wing it. Ever.
Practice, practice, practice

147. Don’t wing it. Ever.
Bring in a devil’s advocate to poke holes in your
presentation and work.
When you consider and counteract opposing arguments,
you strengthen your own argument.
Practice, practice, practice

148. Presenting
from a position of
authority
M I N U T E S B E F O R E : PA R T 3

149. PLAY MOVIE
(link: Amy Cuddy:Your body language shapes who you are)

150. (link: Steve Jobs reveals the iPhone in 2007)

151. From ads to interactive:
presentation formats
that work
12:45 - 1:10
6

152. Do you know what your goal is for today?
Are you showing just one execution, or more than one?
Do you know which one you recommend?
Are you presenting a high level idea, or a fine-tuned execution?
How are you going to demonstrate interactivity?
First, set the context for
what you need to talk about

153. The prototype
The Story Map (link: James Buckhouse of Twitter)

158. The prototype
The Story Map
Illustrated diagrams

159. YOUR APP TODAY
Custom experiences
not connected to games, users
or other titles.

160. MULTI-LAYER MODEL
Built on top of the network
as a foundation.
An unlockable player’s guide
for key titles.
A set of documented,
skinnable shared tools across
microsites.
A custom, interactive
marketing experience.

161. MULTI-LAYER MODEL
Built on top of the network
as a foundation.
An unlockable player’s guide
for key titles.
A set of documented,
skinnable shared tools across
microsites.
A custom, interactive
marketing experience.
Dashboard of connected
game-to-web, web-to-game
and social conversation from
network

163. The prototype
The Story Map
Illustrated diagrams
Clickable prototyping

164. Demo

165. Principle for Mac

166. PLAY MOVIE
(link: Principle for Mac)

167. The prototype
The Story Map
Illustrated diagrams
Clickable prototyping
Keynote Magic Moves / Animations

169. The prototype
The Story Map
Illustrated diagrams
Clickable prototyping
Keynote Magic Moves / Animations
Annotated documents

170. Sounders iOS7 Redesign | ROUND 1
“Sounders Now”
the home screen
Navigation Roster Player Card Schedule
Sounders iOS7 Redesign | ROUND 1
Dynamic Home: “Now”
The default location of the app. Also called “Sounders Now”
as it will always summarize what’s important now in any
instance, leading you to more/all of the relevant content for
the time and place the user is in.
!
Goal: Increase contextually relevant content on the app’s
default screen.
3
2
3
Background graphic
To be updated throughout season to keep the app lively
through a config file. (Prepared images would ship with the
app). 4
2
Scoreboard Hero
Large presentation of the current match situation.
4
1
1
Dynamically contextual content
This screen will summarize the situation at a glance, and
provide easy gestural access to the depth of “all” relevant
content. This example shows in-match.
2
Root level navigation access
This button accesses the main navigation of the app from any
root level screen.
5
2
Down carrot to indicate more content
Simply scrolling down will reveal more relevant content to the
match situation.
5
6
2 Easy to find audio control6
Sounders iOS7 Redesign | ROUND 1
Scrolling down
Each instance of the “Now” screen will provide a relevant
recap of the situation based on accessible API calls.
1
1
Visualized stats
The top stats of the match are presented and visualized. Goals,
cards and possession %.
!
Users can scroll horizontally through the stats of the match.
Sounders iOS7 Redesign | ROUND 1
Scrolling down
Each instance of the “Now” screen will provide a relevant
recap of the situation based on accessible API calls.
1
1
Play by play
The latest 3 plays of the match are presented in a
timeline format.
!
NOTE: Current ScribbleLive feed does not separate
time markers from post.
2
2
Pull to refresh / Release to explore
The user can continue to pull the content at the end
of this list to see more. The app will guide them to
the appropriate place for “more” — during a match,
it will go to the Match detail. In the offseason, it will
go to “News” etc.
!
A text label tells them where they’re off to before
they commit.
!
This shows intended functionality. An initial app
build will contain a basic label/button to link user to
the next section. As time and QA cycle permits, this
feature will be modified for gestures.
Sounders iOS7 Redesign | ROUND 1
Sounders: iOS7 Updates
DIFFERENT MATCH STATES
Off Season
Pre - Season
Pre - Match
Off Season
Season starts in only
114 Days
In Season
Pre - Match Match Time
Pre Season
(less than 24 hours)
Pre - Match Post - Match
(lasts 24 hours after game is final)(lasts until game is final)
(lasts from previous match
post-match to match time)
Ticket Info Add to Calendar
SuperDraft Interview: Jimmy
Ockford
1/8/14
2014 Second Round SuperDraft
Selection
1/8/14
ClintDempsey “@PlayerImages: #USA -
@clint_dempsey pic.twitter.com/M4kyOlBm0V”
that's what's up
15 minutes ago via Twitter
View More
Season Countdown
View More
Match Preview
VS
07/25/2014 7:00PM Seattle, WA
SOUNDERS RAPIDS
15:24:21
COUNTDOWN
Match
Ogbafemi Martins
Goals
Cards
View More
VS
SOUNDERS RAPIDS
34:14
COUNTDOWN
3 0
0:14
Mamadou Danso
58% 42%possession
PLAY BY PLAY FEED
PLAY BY PLAY FEED
PLAY BY PLAY FEED
Match Recap
Ogbafemi Martins
Goals
Cards
View More
VS
SOUNDERS RAPIDS
FULLTIME
PK (4-3)
3 1
0:14
Mamadou Danso
PLAY BY PLAY FEED
PLAY BY PLAY FEED
PLAY BY PLAY FEED
07/25/2014 7:00PM Seattle, WA
News Page
iOS Fold
VS
07/25/2014 7:00PM Seattle, WA
SOUNDERS RAPIDS
MLS MATCH MLS MATCH MLS MATCH
Ticket Info Add to Calendar
SuperDraft Interview: Jimmy
Ockford
1/8/14
2014 Second Round SuperDraft
Selection
1/8/14
ClintDempsey “@PlayerImages: #USA -
@clint_dempsey pic.twitter.com/M4kyOlBm0V”
that's what's up
15 minutes ago via Twitter
Ticket Info Add to Calendar
SuperDraft Interview: Jimmy
Ockford
1/8/14
2014 Second Round SuperDraft
Selection
1/8/14
ClintDempsey “@PlayerImages: #USA -
@clint_dempsey pic.twitter.com/M4kyOlBm0V”
that's what's up
15 minutes ago via Twitter
10 - 4 - 2W - L - D
Latest News
Latest News
Latest States
Latest News
View More
KING 5 KIRO Radio Stream
The many states of “Now”
through the soccer season
Sounders iOS7 Redesign | ROUND 1
Navigation
Swiping left, or hitting the main nav button will reveal this
main app nav. Icons accompany main content based areas.
2
11
Now: Dynamic label
This nav point will always point to the “Now” area (home). The
label will modify based on current situation (ie “Match” vs
“Recap” or “Preview”)
3
2
Depth
The most recent screen visited zooms backward to reveal
adjacent navigation options. The nav content may animate
from the foreground to rest in its backward position to
heighten the sense of movement and depth.
3
Functional buttons
App areas based on function rather than content will be
treated below as buttons.
Sounders iOS7 Redesign | ROUND 1
Roster
11
Switcher
To be integrated pending appropriate API structure (currently
unknown). Sort by player name or player number.
2
2
Last name first
The players last name is the hero for each cell. This enables the
design to increase the presence of the player name while
accommodating most any name length.
Sounders iOS7 Redesign | ROUND 1
Roster
11
Switcher
To be integrated pending appropriate API structure (currently
unknown). Sort by player name or player number.
2
MLS API provided images
These NY Red Bulls examples are cropped into circles top-
center to illustrate the design implementation for this app.
2
3
Last name first
The players last name is the hero for each cell. This enables the
design to increase the presence of the player name while
accommodating most any name length.
3

171. Sounders iOS7 Redesign | ROUND 1
Dynamic Home: “Now”
The default location of the app. Also called “Sounders Now”
as it will always summarize what’s important now in any
instance, leading you to more/all of the relevant content for
the time and place the user is in.
!
Goal: Increase contextually relevant content on the app’s
default screen.
3
2
3
Background graphic
To be updated throughout season to keep the app lively
through a config file. (Prepared images would ship with the
app). 4
2
Scoreboard Hero
Large presentation of the current match situation.
4
1
1
Dynamically contextual content
This screen will summarize the situation at a glance, and
provide easy gestural access to the depth of “all” relevant
content. This example shows in-match.
2
Root level navigation access
This button accesses the main navigation of the app from any
root level screen.
5
2
Down carrot to indicate more content
Simply scrolling down will reveal more relevant content to the
match situation.
5
6
2 Easy to find audio control6

172. The Story Map
Illustrated diagrams
Axure wireframes - live prototyping
Keynote Magic Moves / Animations
Annotated documents
Takeaway/tear sheet
The prototype

173. ROUND 3 - SIP INTO SUMMER REVIEW
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

174. ROUND 3 - SIP INTO SUMMER REVIEW
Previous Round Feedback Feedback we’re looking for
Schedule
Must have final stakeholder approval by
Tuesday at 2pm.
Run all feedback through Julie -
julie.friedman@popagency.com
Final refinements to textures
Copy approval from legal team
Iconography edits from design team
> Colors too washed out
> Hierarchy of messaging needed to adjust
back to original
> Give Thursday an extra color splash
> Refine the type - more hand drawn authenticity
> Adjust offers to reflect latest matrix

175. Show it as large as you can, always
Simulate “scrolling” visually
Showing digital work in context

181. Show it as large as you can, always
Simulate “scrolling” visually
Mock it into device context
Showing digital work in context

184. Show it as large as you can, always
Simulate “scrolling” visually
Mock it into device context
Make it real with PSD Mockups
Showing digital work in context

188. Show it as large as you can, always
Simulate “scrolling” visually
Mock it into device context
Make it real with PSD Mockups
Use “zoom” to establish the idea/context and then the details
Show it on an actual, physical device
Showing digital work in context

189. Join.me, GoToMeeting, Skype
Presenting without being in the room

191. Join.me, GoToMeeting, Skype
Keep a realtime monitor for screensharing
Set it up—and test it—10 minutes beforehand
Have a PDF ready–with page numbers–as a backup
Do not review motion remotely
Post a Quicktime of motion demos post-meeting
Presenting without being in the room

193. Order fork-food at lunch
The 10 minute sales pitch
PDFs on a tablet in the lobby
A compadre to take notes
Practice demonstrating with a whiteboard. (Bring your own marker)
Presenting in irregular scenarios

194. PLAY MOVIE
(link: UPS Whiteboard ads)

196. Putting it all together
1:15 - 1:30
7

197. Assume the power pose (and power mind set)
Step by step

199. Step by step
Assume the power pose
Set the stage with the audience and context
Explain what they’re seeing

200. We see a close-up photo
of a young guy wearing a
t-shirt.
He’s wearing his
seatbelt.
The seatbelt is covering
up some of the words.
The copy reads, “Buckle up.
Stay alive.”
Here’s a small
Province of Quebec
logo.

201. THE IDEA
THE DETAILS /
EXECUTION
We see a close-up photo
of a young guy wearing a
t-shirt.
He’s wearing his
seatbelt.
The seatbelt is covering
up some of the words.
The copy reads, “Buckle up.
Stay alive.”
Here’s a small
Province of Quebec
logo.

202. What if you’re presenting complex digital work?
Thumbnail-to-detail flow - show a “quick tour”
first to communicate the big idea
Detail depends on client/audience, time, round
of review
Give a tour of how it all works as a user story

203. Step by step
Assume the power pose
Set the stage with the audience and context
Explain what they’re seeing
Refer back to the takeaway and explain how this solves the business problem

204. (Marketers and creative people) should
(take classes) (at SVC) because
(you’ll learn from top working pros).

205. Step by step
Assume the power pose
Set the stage with the audience and context
Explain what they’re seeing
Refer back to the takeaway and explain how this solves the business problem
Use your checklist to explain why this is compelling creative

207. It’s intrusive, because of
the big splash of red
It’s involving because
you have to figure out
why the second set of
years is covered up
It’s emotional because
it’s about preventing
death
It’s a “makes an
impression” because
it’s so simple, yet so
strong

208. Step by step
Assume the power pose
Set the stage with the audience and context
Explain what they’re seeing
Refer back to the takeaway and explain how this solves the business problem
Use your checklist to explain why this is compelling creative
Explain why it is on-brand

210. Assume the power pose
Set the stage with the audience and context
Explain what they’re seeing
Refer back to the takeaway and explain how this solves the business problem
Use your checklist to explain why this is compelling creative
Explain why it is on-brand
Ask for feedback. Do not ask,“what do you think?”
Step by step

211. Other ways to ask for feedback
“That’s our work.We believe it’s on brand, it ladders up to the strategy,
and it’s a compelling idea. Do you agree?”
“If you put your ‘audience glasses’ on,
does this make you want to take action?

212. Now shut up.
Step by step

213. Days Before
Right Before
Presentatio
1. Concept maps to brief and takeaway statement
2. Work is on-brand
3. Creative is compelling
4. We know the audience, venue, team, and goals
5. We’ve rehearsed and anticipated objections
6. Review the brief
7. Set the stage; remind us of the audience
8. State the ground rules and goals
9. Determine best presentation methodology
10.Assume the power pose
11. Explain what we’re seeing
12.Reference the brief and takeaway statement
13.Explain why it’s great creative
14.Confirm that it’s on-brand
15.Ask for feedback

214. Build a presentation:
MAKE AN
OUTLINE
OF YOUR
SHOWCASE
7
LIST
OUT
POSSIBLE
OBJECTIONS

215. Now you try:
Hands on workshop
1:35 - 3:35
8

216. Choose a piece or project to present
Write a takeaway statement (5 minutes)
Plan a 5-minute presentation
We’ll practice and critique one another
(90 minutes)

217. Q/A & Evaluation
3:35 - 4pm
9

218. Shoot me your questions: joel@crrnt.co
The end? Not exactly…