When we happen to view any great concept, it's always…easy to appreciate the display of creativity and professional execution.…But what's not evident when we see the work is something much more fascinating.…That is the background story of how the individual,…or team of creatives, went about developing that great idea.…The path that each creator takes to…come up with their own conceptual solutions will…always be very much an individual choice.…I suppose it's no surprise that the concept that…came out on top for our client is the…one which possibly benefited the most from all of…the concept strategies that we used along the way.…
The idea of the dueling guitar campers actually began…its life way back in the free association process.…As a man and a woman on a camping trip. It then took a sharp…turn through our search engine creative process, by morphing into…a couple of guys playing guitar by a camp fire.…It progressed from there.…While our concept threaded its way through a number of different processes.…It's important to remember that for the most part, each…
Author
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 Intermediate
Duration
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Introduction
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Welcome1m 8s
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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 56s
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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 29s
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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: Reflecting on the process path