In a competitive category, it is easy to fall into one of two extremes: repeat familiar visual clichés or soften the creative so much that the brand becomes unrecognisable. Production offers a third approach: build a distinctive visual language around the product, audience and placement format.
That might come from a character’s personality, the narrative of a short film or an unusual use of space or sound. The creative device should strengthen the brand’s proposition, rather than make viewers mistake it for a different product. The idea can then develop consistently through new scenes, different formats and tests of which concepts work better.
The project starts with a brief covering the market, audience, channels, available materials and campaign objective. The team can then propose several creative directions and a production plan. That turns a vague request to ‘make it brighter’ into a discussion of specific choices and how they will be used.