The document outlines a creative agency's structure and approach, detailing their work processes, roles, philosophies, and collaborative strategies. It emphasizes the importance of storytelling, client engagement, and innovative thinking in their projects. Examples of notable work, particularly for Microsoft, illustrate their creative capabilities and commitment to quality.

1. Creative Deep Dive

3. Table of Contents
• What we do
• How we do it
• How we work together
• Where we fit in
• Who we are
• Our philosophies
• The work

4. What we do

5. Art & Copy
Photography
Storytelling
Illustration
Headlines
Web design
Web writing
Film/video direction
Script writing
...

6. Experience & Design
Interaction
Engagement
Conversion

7. Cleints & Presentations
Pitch to clients, work
through client feedback,
represent all departments,
know every moving part.

8. How we do it

9. Artfully
Concepts, mood boards,
storyboards, headlines,
taglines, visual language
... the big idea.

10. Strategically
Conversion best practices,
decision aids, mobile-first,
interactive optimization,
technology implementation
...

11. Creative Cipher
No work is complete,
only abandoned.
Critique
Strategy Media
Tech
Vendors Development
Client
UX
Brainstorm

12. How we work
together

13. CRUX Spectrum
Concept/Story/Art Plan/Design/Build

14. Do Feed the Creatives
Creative brief, strategy,
consumer insights,
wireframes, inspiration,
nom nom nom.

15. Our Expertise
Best new work
Competitors’ work
Culture/technology trends

16. Where we fit in

17. X is to Y as ...

18. Cross-Department Collaborative Process

19. Who we are

20. Creative Roles
Art Directors
Copywriters
Designers
Creative Technologists
Creative Directors

21. Art Director
Concept + Design

22. Copywriter
Concept + Writing

23. Designer
Form + Function + Perfection

24. Creative Technologist
Innovation + Prototype

25. Creative Directors
Work + Direct + Communicate

26. Creative Philosophy
Is it ...
Simple, entertaining, telling a story, delightful,
original, disruptive, on brand ... an all-new
combination of content and ideas designed
to change minds?

27. Brand New Thinking
Does it ELEVATE and add to our clients’ brand?
Does it activate audiences in an OWN-ABLE, fresh way?
Does it demonstrate truly thoughtful and refined IDEAS?

28. What is an Idea?
NOT a headline
NOT a tactic
NOT even a strategy
...

29. What is an Idea?
A NEW WAY TO SEE
THE WORLD.
A VISION OF A BETTER
FUTURE THAT BRINGS
THE BRAND AND THE
AUDIENCE TOGETHER.

30. The work

31. That’s what it’s all about
What gets done and how it gets done is
our purpose. Creative must represent all
of us and own the work that goes live,
ensuring quality.
Here’s what some of our best for
Microsoft looks like.

32. Enter: Microsoft

33. Windows Everywhere
Watch now >

34. Bing It On
Watch now >

35. State of the Union
Watch now >

36. Thanks