Whether it’s digital, social, TV commercials or content, I believe great advertising comes from simple ideas and smart executions. They come out of life. They are rooted in the brand and people can relate to it. Great work provokes an emotional reaction. That’s why with every project, I try to make someone go “Wow!” or “Cooooooool!”. I try to make them chuckle or make them light up so much they can’t help but share. If I can make them question their (purchasing) behavior or make them feel dumb for not using the product, fantastic! A reaction happens when there’s a level of unexpectedness. Otherwise, it will be boring. And no one will remember or care about anything that bores them. I take great consideration in making sure all levels of the communication are well thought-out from top to bottom. I break these levels into 3 distinct layers.
This, for me, is the strategy level. Great work can’t happen if the strategy is not true to the brand or product. A good direction fuels creativity not prohibits it, and is usually the most persuasive arguments for purchasing a product or being motivated to act on a message.
This is where the magic is. The meat. The juice. This is where the heads nod. They have weight to them. They're substantial. Built on a strong Direction, the Idea is what makes or break the advertising. The stronger the idea, the better the chance of provoking a reaction. The idea must be so strong that you don’t even need to see or experience the Execution to love it!
This is what the consumer sees and experiences. The words, the photos, the design, the video, the digital and social interaction. The level of writing and production value of the final communication must be at the highest level to maximize the impact of the idea.
For me, one Direction can yield many different Ideas. And each idea can yield many Executions. When you look at work this way, the possibilities to do the great work are endless.