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After landing a client, the designer's first chore is to communicate and develop the initial idea, whether it's a storyboard for a film or ad, or a multifaceted marketing campaign for a product or service. Learn how to transform a client's request into a presentable concept in this course. Craig Smallish walks through the development process for various creative scenarios, from assessing the client and the scope of the job to free-associating and sketching your ideas. Learn to create descriptive copy to accompany your visuals and create iteration after iteration of your design. Finally, Craig shows how to choose your strongest idea through a process of refinement.
Let's take a concept through the idea mill and look at ways to flip it 180 degrees. We'll want to consider turning the whole framework of our concept in the opposite direction or targeting only a key component. In this case, let's take our concept that involves the Jen Zeer/g. On that long cross-country bus trip, he's the young guy outfitted with mobile devices and his mini-solar panel which allows him to stay connected. As the trip winds on, he gets pretty popular due to the fact that he's the only one still able to connect to the outside world.
All those gen ziers have useless devices their mobile batteries died quite a while ago. Now, let's think about both ways we could go here. Either flipping a whole framework or just a portion of the idea. Both choices are probably going to have a pretty dramatic effect. If we flip our whole scenario, we end up turning our long, drawn out bus ride into something like a quick airplane flight filled with senior citizens.
it doesn't take too long to figure out that flipping that whole idea doesn't make much sense. At least as a concept to promote the mini solar panel. but how about the second approach. Flipping a smaller portion of our idea. What if we take just our main characcter Mr Generation Z and change only him into a senior citizen. Now maybe things will start to get interesting.
We can keep everything else the same with the long trip boss filled with generations Ziers. Except now the elderly woman we just placed on board holds all the cards. She has a solar panel and is the only one prepared for the journey. Suddenly we've got the generational divide thing going on along with some shattered presumptions about seniors not being too tech savvy. All of those thing and probably more cast an interesting new light on our concept.
Every concept has that twin from an alternate universe out there somewhere. Whether the twin makes for a better idea or not is up to us to determine. Flipping all of just part of your idea is relatively quick and could turn out to be very worthwhile.
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