Creative Direction: Use Storytelling to Pitch and Sell Ideas
Generating an Insight
A course by Ray Smiling , Creative Director
About the video: Generating an Insight
Overview
“Next, you will need to think about how your problem relates to the world at large. I will discuss how to develop a “take” on the world.”
In this video lesson Ray Smiling addresses the topic: Generating an Insight, 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 in our previous lesson, we thought about our audience. And we really tried to understand how they see the world and how they think. In this lesson, we're going to generate an insight. And what an inside is, is a sort of, guiding principle that drives the work, connects it, holds it all together. This is what separates good work. Okay work, things that are just, yeah, it's fine. From great work. So let's dive into that and get started with that. So here we're generating an insight. Understanding the brief we have in front of us, we step back and try to connect this problem to an insight. ...”
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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