Creative Direction: Use Storytelling to Pitch and Sell Ideas
Establishing the Brief
A course by Ray Smiling , Creative Director
About the video: Establishing the Brief
Overview
“First, I will discuss how to clarify the problem you’re facing. To access creative direction, you need to begin by having a clear problem to aim at. Then, you can judge if the solution is actually working. This is done by asking a lot of questions and self-reflecting.”
In this video lesson Ray Smiling addresses the topic: Establishing the Brief, which is part of the Domestika online course: Creative Direction: Use Storytelling to Pitch and Sell Ideas. Learn how to generate, pitch, and sell powerful ideas that help brands build connections with their audience.
Partial transcription of the video
“So now that you know a little bit more about me, my work, influences, and how we quantify the idea of good work, in this lesson, we will tackle the brief. This is the most important question of all. And here we'll try to figure out the problems, that we're facing and that we're trying to solve, even if our client doesn't exactly know the right way to present those. So let's get started. Now we establish the brief. So first question, What is a brief? A brief is a specific problem you've been asked to solve. This will be the North Star for all of our thinking. The more specific we make it, th...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Creative Direction: Use Storytelling to Pitch and Sell Ideas
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Category
Marketing & Business -
Areas
Art Direction, Communication, Content Marketing, Copywriting, Storytelling
Ray Smiling
A course by Ray Smiling
Ray Smiling is a creative director and writer from New York. He first ventured into design and creative thinking by making CD covers and posters for his friends’ bands. From there, he worked in a number of creative roles, from social media to copywriting.
Ray later went on to specialize in advertising, collaborating with brands including Beats by Dre, adidas, Under Armour, CoverGirl, Foot Locker, Amazon Music, and the NBA. He has also written and directed short films and web series. No matter the format, Ray is passionate about creating content that elicits strong emotions and builds a connection between people and brands.
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