rf creative deep dive may 2014
TRANSCRIPT
Creative Deep Dive
Table of Contents • What we do• How we do it• How we work together• Where we fit in• Who we are• Our philosophies• The work
What we do
Art & Copy
PhotographyStorytellingIllustrationHeadlinesWeb designWeb writingFilm/video directionScript writing...
Experience & Design
InteractionEngagementConversion
Cleints & Presentations
Pitch to clients, work through client feedback, represent all departments, know every moving part.
How we do it
Artfully
Concepts, mood boards, storyboards, headlines, taglines, visual language ... the big idea.
Strategically
Conversion best practices, decision aids, mobile-first, interactive optimization, technology implementation ...
Creative Cipher
No work is complete, only abandoned.
CritiqueStrategy Media
TechDevelopmentVendors
Client
UX
Brainstorm
How we work together
CRUX Spectrum
Concept/Story/Art Plan/Design/Build
Do Feed the Creatives
Creative brief, strategy, consumer insights, wireframes, inspiration, nom nom nom.
Our Expertise
Best new workCompetitors’ workCulture/technology trends
Where we fit in
X is to Y as ...
Cross-Department Collaborative Process
Who we are
Creative Roles
Art DirectorsCopywritersDesignersCreative TechnologistsCreative Directors
Art DirectorConcept + Design
CopywriterConcept + Writing
DesignerForm + Function + Perfection
Creative TechnologistInnovation + Prototype
Creative DirectorsWork + Direct + Communicate
Creative Philosophy
Is it ...Simple, entertaining, telling a story, delightful, original, disruptive, on brand ... an all-new combination of content and ideas designed to change minds?
Brand New Thinking
Does it ELEVATE and add to our clients’ brand?Does it activate audiences in an OWN-ABLE, fresh way?Does it demonstrate truly thoughtful and refined IDEAS?
What is an Idea?
NOT a headlineNOT a tacticNOT even a strategy...
What is an Idea?
A NEW WAY TO SEETHE WORLD.
A VISION OF A BETTER FUTURE THAT BRINGS THE BRAND AND THE AUDIENCE TOGETHER.
The work
That’s what it’s all about
What gets done and how it gets done is our purpose. Creative must represent all of us and own the work that goes live, ensuring quality.
Here’s what some of our best for Microsoft looks like.
Enter: Microsoft
Thanks