Developing Ideas and Advertising Concepts

Introduction

• Welcome
• The importance of the original idea
• What is concepting?
• Demystifying "the process" in the creative process

1. The Client

• Working with clients
• Defining the project
• Defining the project obstacles

2. Challenges Around Every Corner

• Doing your research
• Avoiding the pitfalls of mediocrity
• What is a concept plan overview?

3. Establishing Core Values and Seed Phrases

• Using storytelling to determine core values
• Using questions to distill the core values
• Determining core values

4. The Free-Association Process: Finding the Raw Ingredients

• Using the free-association process
• Starting with seed phrases
• Using the power of collaboration to increase ideas

5. A Concept is Born!

• Honing your ideas
• Reviewing your descriptive words and sketches to find the best ideas
• Experimenting with your ideas

6. One Great Concept Deserves Another

• Maintaining a diversity of ideas
• Using search engines to fuel ideas
• The rough concept retrospect

7. The Rough Sketch

• Defining the rough sketch
• Visually defining your ideas
• The strength of iteration

8. 180-Degree Thinking: Does Your Concept Have an Evil Twin?

• What is 180-degree thinking?
• Demonstrating the approach

9. The Revised Sketch: How to Make Your Great Concept Even Better

• Defining the revised sketch
• Demonstrating the approach
• The importance of exploring variation (perspective, media selection, and stylistic approaches)

10. The Refined Sketch: Tweak, Tweak, Tweak

• Defining the refined sketch
• Demonstrating the concern for detail

11. The Final Selection: And the Winner Is...

• Revealing the final concept "comp" solution
• Reflecting on the process path