How to Develop a Creative Concept

A creative brief is a document that lays out the expectations between the people who own a brand and the people...

#1. Creative brief

A creative brief is a document that lays out the expectations between the people who own a brand and the people who will make an advertisement for that brand. This document is very important because it makes sure that everyone has the same goals and knows why they are making the advertisement. The creative brief should be short and to-the-point, with clear instructions on what we are trying to achieve and who we are trying to reach.

Your creative brief should be short and focus on summarizing the project. In it, you should state who the target audience is and what you know about their behavior related to your product or service. You should also explain the problem you solve. What success metrics will you use to measure the campaign's effectiveness? Finally, identify any brand constraints that need to be considered.

  • Project Summary,
  • Target Audience,
  • The Problem We Solve,
  • What is Success,
  • Define any Necessary Constraints.

#2. Story

You need to create a story for your video. This is hard to do, but it's important. The first thing you need to do is come up with a story outline. This is what the context of the story is, and what the scenario is. You also need an emotional hook in the first 5 seconds. If you hook people right away, they will be more likely to keep watching to find out what happens next.

You need to focus on the main message. You also need to have a call to action that will drive the customer to the next stage of the purchase journey.

  • Craft story outline,
  • Nail the hook,
  • Focus on core message,
  • End with call to action.

#3. Scripting

You need to have a clear concept before you start creating videos. You should work with professional brand copywriters so your videos will be effective and stand out.

You need to have a process for developing your story. This will help you create three different, well-developed scripts. You will then have to choose one and kill the rest. After that, you will tighten up the script and get approval from all stakeholders. Finally, you will move on to storyboarding where you will sketch out every scene and what the viewer will see and hear as the story unfolds.

  • 3 Different Scripts,
  • Choose One,
  • Get buy in from all stakeholders,
  • Storyboard.

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