Creative Direction: Use Storytelling to Pitch and Sell Ideas
Formulating an Idea 2
A course by Ray Smiling , Creative Director
About the video: Formulating an Idea 2
Overview
“Here, you will continue to learn how to approach the ideation process by looking at a spot that I worked on for Adidas.”
In this video lesson Ray Smiling addresses the topic: Formulating an Idea 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
“Formulating an Idea Let's take a look at a spot that I worked on called "Football Needs Creators" for Adidas. Here is another great example of how an idea can be born from all the things that we've talked about already, having a really tight brief, audience research, and an insight that is very novel and new and surprising. The brief here was pretty simple. Adidas was really into the idea of creativity in sports at the time. That was their positioning for everything. Creativity, creativity, creativity. They wanted us to show creativity in sports through their new signee, a football player n...”
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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