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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.
Once a client approves your concept, things can move quickly where our final comp was initially produced as a means to communicate our concept to the client, it will now help to make our concept become a reality. Before production of a design can proceed, every detail needs to be considered, Inventoried and coordinated. Working as a blueprint our final comp will help us identify everything we'll need along the way in order to make our concept publication ready.
In addition to our final comp boards, we'll utilize anything that might help as a reference in the production process such as photo or illustration style treatments. Having those visuals on hand while producing the campaign will help with art direction and to maintain continuity through the project. As we head into production asset lists will be composed, so we'll know exactly what kinds of things we need to get prior to any photo shoots or filming. Now, things such as talent, props, set locations, wardrobe, lighting, sound.
They must all be included with the final comp and project plan. For our connectical client, the metaphor concept, which illustrates technology versus conventional power. Was a clear choice for our client. We had initially figured the client might lean toward the deserted island theme but in the end the guitar duel, that concept pulled out the win. The benefits of presenting several strong concepts to your client is that you're far more likely to have a successful presentation.
And regardless of which concept they select, you're going to be happy with the outcome. Now, with that in mind I'm reminded of the adage about presenting to clients, that you should never present a concept to your client that you're not pleased with or confident in. Because nine times out of ten they're going to pick the least favorite and you'll wind up having to produce that mediocre idea and live with it. From this point, our campaign idea of the dueling guitars, it heads off into production.
Along with the final comp boards, we've gathered a number of references, which will help with acquiring talent, setting up locations for the shoot, staging the events and producing the finished compositions. Having final comp boards prepped with references is an invaluable resource especially for those people now joining the team and helping to produce the campaign. Getting them up to speed and on the same page as quickly as possible is much easier with fully executed final comps.
As we move into production, the boards will be reference often by the creative director, art director and crew. It's important to remember that comp presentations in sketch for give creatives a great deal of flexibility even after the client signs off on the idea. Consulting the boards for accuracy of content, we can still make subtle shifts to enhance the composition or tweak the style a little bit. While completing the final comps marks the end of one process, it's clearly the beginning of another as we work toward producing our entire campaign concept.
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