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Developing Ideas and Design Concepts
Illustration by John Hersey

Demonstrating the concern for detail


From:

Developing Ideas and Design Concepts

with Craig Smallish

Video: Demonstrating the concern for detail

We have two concepts ready to present to our client reps at KinetEco. In both cases our final comps illustrate how our ideas will be communicated across a selection of different media. These presentation boards will give our client a good feel for how both of the concepts will appear in campaign form. For the final comps, we've used reference material to add more realism and greater clarity. Our first final comp is this guitar duel. The acoustic versus electric metaphor of all the new technologies.
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  1. 8m 45s
    1. Welcome
      1m 12s
    2. The importance of the original idea
      2m 50s
    3. What is concepting?
      2m 4s
    4. Demystifying "the process" in the creative process
      2m 39s
  2. 8m 48s
    1. Working with clients
      4m 14s
    2. Defining the project
      3m 0s
    3. Defining the project obstacles
      1m 34s
  3. 7m 44s
    1. Doing your research
      2m 22s
    2. Avoiding the pitfalls of mediocrity
      3m 28s
    3. What is a concept plan overview?
      1m 54s
  4. 11m 2s
    1. Using storytelling to determine core values
      3m 33s
    2. Using questions to distill the core values
      3m 46s
    3. Determining core values
      3m 43s
  5. 8m 59s
    1. Using the free-association process
      3m 39s
    2. Starting with seed phrases
      2m 55s
    3. Using the power of collaboration to increase ideas
      2m 25s
  6. 9m 48s
    1. Honing your ideas
      4m 20s
    2. Reviewing your descriptive words and sketches to find the best ideas
      2m 29s
    3. Experimenting with your ideas
      2m 59s
  7. 8m 2s
    1. Maintaining a diversity of ideas
      1m 0s
    2. Using search engines to fuel ideas
      4m 50s
    3. The rough concept retrospect
      2m 12s
  8. 9m 48s
    1. Defining the rough sketch
      4m 34s
    2. Visually defining your ideas
      2m 57s
    3. The strength of iteration
      2m 17s
  9. 5m 16s
    1. What is 180-degree thinking?
      2m 46s
    2. Demonstrating the approach
      2m 30s
  10. 9m 29s
    1. Defining the revised sketch
      3m 25s
    2. Demonstrating the approach
      3m 46s
    3. The importance of exploring variation (perspective, media selection, and stylistic approaches)
      2m 18s
  11. 6m 36s
    1. Defining the refined sketch
      2m 23s
    2. Demonstrating the concern for detail
      4m 13s
  12. 5m 3s
    1. Revealing the final concept "comp" solution
      3m 19s
    2. Reflecting on the process path
      1m 44s

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Developing Ideas and Design Concepts
1h 39m Appropriate for all Aug 16, 2013

Viewers: in countries Watching now:

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.

Topics include:
  • What is concepting?
  • Working with clients
  • Doing your research
  • Determining the core values of a product or service
  • Using free association
  • Building the written descriptives
  • Using search engines to fuel ideas
  • Flipping your ideas 180 degrees
  • Creating a rough sketch
  • Defining the refined sketch
Subjects:
Design Design Skills Design Business
Author:
Craig Smallish

Demonstrating the concern for detail

We have two concepts ready to present to our client reps at KinetEco. In both cases our final comps illustrate how our ideas will be communicated across a selection of different media. These presentation boards will give our client a good feel for how both of the concepts will appear in campaign form. For the final comps, we've used reference material to add more realism and greater clarity. Our first final comp is this guitar duel. The acoustic versus electric metaphor of all the new technologies.

It's been my favorite throughout. Our boards show how the concept will debut in print, video, as well as a guerrilla event component. For this rendition of the printed ad, we're suggesting a pre-printed insert with the gate fold revealed giving us the ability to tell more of our story. As our comp demonstrates, when the reader opens the magazine, they'll see the acoustic guitar guy. And when they open the fold, we're going to see the electric guitar player rocking out and our headline find your deliverance.

A reference that will lead to how the mini panel can free us from being chained to the power grid. With no text on the page this unfolding reveal gives us a chance to build some intrigue as well as space to include more important info on this interior panel. We've indicated text as lines on our comp and at the bottom, we've included the device and logo for emphasis. Now the second portion of our comp here depicts the 30 second video spot.

The presentation is a story board and is set the scene for the guitar duel between new and old. The audio of the duelling Banjo theme runs throughout concluding in the final scene. Where the camera pans down to see the powerful little KinetEco mini panels. The final board of the presentation here. Details a nationwide KinetEco panel, and help raise benefit funds for expanding access to clean water worldwide. Laid out in advance to (INAUDIBLE) the (INAUDIBLE) race, all of the concerts will feature thousands of KinetEco panels as a primary power source for audio and lighting.

And included as a part of admission price, each concert goer is going to receive one of mini panels when they leave the concert. Now, for the second concept here, is built on the Castaway idea. Over the shoulder of the coast guard officer, pointing to the Castaway's Island. The print ad is viewed through the open bay door of our rescue chopper. Down below we see the kinetEco panels spelling out the headline; don't send help. Also, this is a reveal ad and once the panel flips open, the story also unfolds.

The officer, turning to use, the viewer, with a puzzled look. Now, our web banner, it also uses this Castaway theme, of course. And with a series of headlines written in the sand, each one washed away with a surf only to be replaced with a new line. The general theme being that of staying connected while you get away from it all. The little crab watching it along with us. The multi-panel comp here. Depicts our guerilla campaign.

Aimed at a parody reality show that we're calling Solar Survivor. Along with a case of mini panels, several devices, and a nominal amount of supplies. Several contestants from diverse backgrounds will compete on a deserted island to see how resourceful and resilient they can be. This video mini-series could be packages for pitch to select cable networks or launch indie through viral methods. With these final comps our next step is to present to our reps at KinetEco.

An essential part of the presentation process will explain the rationale behind our ideas, walk the client through each step, listen to their comments and field their questions.

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