Not everyone sees an idea the same way.
Creatives often forget that and think what they’re doing is obvious.
I’ve excitedly presented ideas I thought were brilliant, expecting everyone else to love them too, only to experience complete tumbleweed.
Often it was because I was seeing more than what was on the paper.
Creatives get used to their brains leaping forward when they see an idea, they’ve trained themselves to do it over years of concepting.
The depth, scale, the look and feel, the way it can evolve and how it could work in other channels.
Non-creatives tend to see ideas exactly as shown, especially in a present with not a lot of time to think and process each idea.
As a creative you need to make sure you’re presenting in a way that lets everyone experience the full vision and end result.
It’s even more important as ideas go through all the levels of sign-off.
Marketing have to sell the idea to their MD, CEO, Sales team…
You need to give them everything you can to help.
One thing I’ve seen work very well are short films, much better than wordy decks full of background, research, strategy and endless executions.
A film, 2 minutes or less, can tell the story and become a manifesto or trailer for the work.
The scripting process also helps you work out exactly what you need to show to bring the idea to life.
Style ref? A customer journey? Vox Pops? Channel examples?
The answer varies by idea and who you’re trying to sell it to.
Whatever it is, film, deck or something else, just make sure it’s clear.
And exciting!
