Creative Direction: Use Storytelling to Pitch and Sell Ideas
Developing an Execution 2
A course by Ray Smiling , Creative Director
About the video: Developing an Execution 2
Overview
“To visualize all that you've learned, I'm going to demonstrate how I applied these processes to my own work, the 'ZXience Network'. You will see how this creative project came to life from brief to execution. ”
In this video lesson Ray Smiling addresses the topic: Developing an Execution 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
“Developing an Execution Let's take a look at some work that I did for Adidas called the "ZXience Network," and we'll take a look at this and break it down to show how an execution came to life on this one all the way from brief to execution. What's the brief? We needed to sell a shoe called the ZX, that would be the ZX for us Americans, to teenagers across the world. The shoe is a nice enough shoe, but it is not aesthetically so crazy that people will be clamoring for it and camping out or anything. It's a nice, normal, everyday shoe. The sort of push here was to get it so that people just ...”
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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