Join Craig Smallish for an in-depth discussion in this video The importance of exploring variation (perspective, media selection, and stylistic approaches), part of Developing Ideas and Advertising Concepts.
With the revised ad sketches completed for KinetiCo, now's a…great time to review the compositions and style choices we've selected.…For both concepts we're leaning away from using illustration and planning…on using photography to infuse an air of realism into our stories.…For our acoustic electric guitar duo, we're figuring on…positioning our camera at eye level for the print ad.…If we sketch the scene from eye level, it plants…the viewer directly across the campfire, witnessing the event first hand.…
It's almost as if the viewer is seated fireside.…I have some additional images here to use…as visual reference when composing a revised sketch.…We'll keep these photo references with the concept sketches…and if it ends up as our final selection.…We'll use them as our style guide during…the photo art direction process. As for our deserted island concept,…we've shifted the viewers perspective to that…of someone actually inside the rescue helicopter.…
In this case, I couldn't find a photo reference online that I was…
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
-
Introduction
-
Welcome1m 8s
-
What is concepting?2m 4s
-
-
1. The Client
-
Working with clients4m 14s
-
-
2. Challenges Around Every Corner
-
Doing your research2m 22s
-
-
3. Establishing Core Values and Seed Phrases
-
Determining core values3m 43s
-
4. The Free-Association Process: Finding the Raw Ingredients
-
Starting with seed phrases2m 55s
-
5. A Concept is Born!
-
Honing your ideas4m 20s
-
-
6. One Great Concept Deserves Another
-
The rough concept retrospect2m 12s
-
7. The Rough Sketch
-
Defining the rough sketch4m 34s
-
Visually defining your ideas2m 56s
-
The strength of iteration2m 17s
-
-
8. 180-Degree Thinking: Does Your Concept Have an Evil Twin?
-
What is 180-degree thinking?2m 46s
-
Demonstrating the approach2m 29s
-
-
9. The Revised Sketch: How to Make Your Great Concept Even Better
-
Defining the revised sketch3m 25s
-
Demonstrating the approach3m 46s
-
-
10. The Refined Sketch: Tweak, Tweak, Tweak
-
Defining the refined sketch2m 23s
-
-
11. The Final Selection: And the Winner Is...
Take notes with your new membership!
Type in the entry box, then click Enter to save your note.
Press on any video thumbnail to jump immediately to the timecode shown.
Notes are saved with you account but can also be exported as plain text, MS Word, PDF, Google Doc, or Evernote.
Share this video
Embed this video
Video: The importance of exploring variation (perspective, media selection, and stylistic approaches)