CREATIVE PROCESS
What is the emotional story being told?
The campaigns and visual brands that engage with an audience are created through the analysis of this question.
Review
Meeting with the client, account manager and/or internal creative team to go over the brief.
Project & goal
What’s the project (subject of the advertising); an idea, product, service, event? What are we trying to achieve?
Budget
How much does the client have to spend on billable hours, media buys and outside events?
Direction
Does the client have a specific direction, copy, call to action or visuals? Any existing brand that needs to be matched?
Research
Roles assigned and individually or through brainstorming, fill-in any missing info listed below.
SWOT & market
Strength, weaknesses, opportunities, threats. Info on the client, product, industry. What makes the advertising subject unique amongst the competition?
Audience
How to appeal to them? How can this product solve their problems? What are the demographics, interests?
Artwork
With all the info gathered, it’s time to begin working on the creative.
Emotion & style
What’s the emotional story (fun, somber, humour, nostalgia)? Style of the creative visuals (eg., retro, modern)?
Moodboards
Samples of other creative, rough ideas and plans presented to creative supervisor.
Feedback
Refinement of idea(s); feedback from creative supervisor, continues as needed.
Submission
Artwork is presented to client for feedback or approval.
Presentation
With the possible aid of other team members, artwork is presented to the client.
Refinement
If needed, artwork is refined and presented again to pass the client’s brand standards or to better align with their vision.
Completion
Artwork is uploaded, printed as needed.
Critique
Too often overlooked, the results of the artwork and overall process are reviewed.
Measurables
Did we meet the client’s quantifiable goals?
Process
Are there any efficiencies or key learnings for next time?