Content with content
Content, content, content, content, content is all we ever hear. But that’s only one part of the equation.
How many times have you sat in a brainstorm, presentation, pitch and heard an idea. One that seems OK, but not amazing. You think you can see how it plays out, how it will come to life. How it will be captured. But the reality is, the idea is the idea and the budget focusses on bringing the idea to life. No on capturing the idea.
There’s something to be said in putting BTL ideas through an Ad Agency lens, and thinking about how the idea is captured, filmed, shot, with the ambition of making a piece of art and assigning the right amount of budget to the filming of the content.
So next time someone says something like “let’s shoot a skateboarder with some LED lights on his board and make a film of it”, don’t dismiss the idea until you’ve thought about how that piece of content could be shot and you might be lucky enough to have something like this in your Creds.