Creative Direction: Use Storytelling to Pitch and Sell Ideas
The Audience 2
A course by Ray Smiling , Creative Director
About the video: The Audience 2
Overview
“In this lesson, I'm going to continue the theme of researching your audience. I will illustrate this by using a case study: the Mishka brief. ”
In this video lesson Ray Smiling addresses the topic: The Audience 2, 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 let's take a look at a project that I worked on, just so we can again look at how researching your audience, can help you solve the brief and really come to a novel solution. So this was for a company called Mishka that I worked for. They were a streetwear company, a clothing company. And this was done in the summer of 2014. and basically the briefs, the problem that we had was we had a collection of clothes As it was summer, all of them were very brightly colored. They had crazy patterns. Everything was, aimed at sort of like a 15 to 25 year old who was very into streetwear, they wanted...”
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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