So much time goes into concepts that only a fraction of them see a client presentation let alone the light of day.
I’ve gone back through my workings to pull out a few ideas that I’m gutted didn’t go anywhere. Because we know the best work doesn’t always get chosen.
Concepts
First stage presentations can vary from one-pagers, to scamps, to positioning narratives. Sometimes, it’s about getting across the vibe through look and feel, and saving the details for the next stage.
And then, sometimes you need to be able to show exactly how everything is going to fit together when, actually, you’re all still figuring it out. Best make it look good.
Sometimes, with the right client, pitching territories is a useful way to bring everyone on the creative journey and put time into the right concepts. Of course…you can also do all of this only to find out your decision maker wasn’t THE decision maker after all.
Pitching No More Robots to a leading robotics company was a highlight.
A storyboard can go a long way.
And I’ve always been amazed how far you can get with a scamp and some reference material.
Concepting, idea generation and development are a core part of my work. Give me a copywriter and/or a strategist and a layout pad – or just brief me solo – and let’s get some ideas flowing.
The examples above are from all over the place, but special mention to Six and McCann Synergy.