Following the kickoff, the design, editorial, performannce, and video teams met for group whiteboarding sessions where we shared ideas and inspiration. The brainstorm spanned two days which allowed us to explore a wide variety of ideas, further ideate individually, and narrow down and refine potential concepts on the second day.
With our initial concepts determined (one "safe" option that is an extension of a current campagin, one that evolves the current campaign, one with a different point of view, and a final one more focused on complexities of an individual's future), we broke off into our separate teams to refine the design and editorial. As our teams worked, we regularly connected with eachother to ensure the visuals and copy reinforced one another, at times working in tandem.
After pitching the four concepts, one was selected. Because we were hiring partners to film the needed scenes, we worked with our advertising team to develop a brief, define requirements, and create a shot list. Once footage was sent back to us, we reviewed and curated content that best supported the creative.
With the footage in hand, we continued to refine the messaging and design to strike the appropriate balance. After the content was approved, we then translated the messaging to meet the requirements of the various deliverables--primarily the 30 second and 15 second video spots.
30 Second
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30 Second
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