Join Craig Smallish for an in-depth discussion in this video Demonstrating the concern for detail, part of Developing Ideas and Design Concepts.
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…
Author
Craig Smallish
Released
8/16/2013- 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
Skill Level Appropriate for all
Duration
Views
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Introduction
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Welcome1m 12s
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What is concepting?2m 4s
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1. The Client
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Working with clients4m 14s
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2. Challenges Around Every Corner
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Doing your research2m 22s
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3. Establishing Core Values and Seed Phrases
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Determining core values3m 43s
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4. The Free-Association Process: Finding the Raw Ingredients
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Starting with seed phrases2m 55s
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5. A Concept is Born!
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Honing your ideas4m 20s
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6. One Great Concept Deserves Another
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The rough concept retrospect2m 12s
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7. The Rough Sketch
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Defining the rough sketch4m 34s
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Visually defining your ideas2m 57s
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The strength of iteration2m 17s
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8. 180-Degree Thinking: Does Your Concept Have an Evil Twin?
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What is 180-degree thinking?2m 46s
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Demonstrating the approach2m 30s
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9. The Revised Sketch: How to Make Your Great Concept Even Better
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Defining the revised sketch3m 25s
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Demonstrating the approach3m 46s
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10. The Refined Sketch: Tweak, Tweak, Tweak
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Defining the refined sketch2m 23s
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11. The Final Selection: And the Winner Is...
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Video: Demonstrating the concern for detail