Join Craig Smallish for an in-depth discussion in this video Defining the revised sketch, part of Developing Ideas and Advertising Concepts.
When we compare rough and revised sketches, we can see…that there are some basic similarities as well as distinct differences.…Often rough sketches are very simple images whereas…revised versions tend to be a bit more polished.…Although they are finer renderings than the earlier stick-figure drawings,…revised sketches are still a long way from an artistic masterpiece.…The reason we produce…revised sketches is to work toward improving…the elements and composition that define our concept.…
When we produce a revised sketch, we'll generally consider two things.…First, how will our concept be communicated…and what types of media will be used?…For instance, the media might include: print,…digital, broadcast, or possibly a campaign combination.…Whatever the format, we'll need to begin…adapting the sketch to fit within those parameters.…Certainly, how we structure a composition for an extreme…horizontal layout will be entirely different in a vertical configuration.…
The revised sketch state is where we apply these details.…
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 Appropriate for all
Duration
Views
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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: Defining the revised sketch