Date
March 16, 2026hello world
hello world!
Date: NOVEMBER 29, 2017
Written by:
Allen Clements
Once you’re in the perfect space, start by cracking the big picture into a bowl for everyone to take in. Sprinkling on too many details can cause inconsistencies in the dough and keep it from rising. A brainstorm is most often used for overarching concepts so let’s start there, with the big picture: Here’s the client. Here’s what they do. Here’s what they want to accomplish.
Next, hand out the practical point note cards. The points I like to use are:
Now slowly mix in the constraints. This is where we bring our big patterns to detail level. Call out ideas that you, as a subject matter expert, know have some traction and even consider some that you aren’t sure about yet. Add a constraint here or there. Example: “Derek, the idea that you mentioned is good but how could it work within 60 seconds?”. Or the ever popular, “Do you think we could do Aaron’s idea with the CGI spider if we only had $16k to work with?”. Notice that these questions are empowering rather than constricting. It’s by asking HOW CAN WE rather than CAN WE that truly innovative media is made. A friend of mine who is a permaculturist and woodworker told me, “Constraints can sometimes be the best designers.”
So we keep adding constraints until we reach a few ideas that will work. After the meeting, it is the job of the writer to add details and mold the idea, bringing the concept to fully-baked status. The writer can connect back with the person who conceived a particular idea to ask questions if necessary. They can also absorb all of the material that has been collected about the company, the product, and the project.
Show clients that you heard them. One way to do this is through a summary statement before the pitch. Another is simply to include the why details for your visual styles, the characters you’ve chosen, etc. For example:
We see this as a pre-dawn shoot because it helps to illustrate the “hopeful” tone we talked about during our creative session with you.
Or, the viewers of the particular medium you are using to distribute this has been statistically shown to respond well to action and excitement.
Be visually descriptive. The client has to be able to envision what the end product will look like. Use words and terminology that paints a picture. If you can’t provide an illustrated storyboard, show a reference clip or mood board. We love this internet age in which you can find sample photos that help provide a feel for the end product.
Show them that this is not stone. Offer options throughout such as how one type of musical score could take it in a different direction. Though you used a sample evocative statement to make your point, another that is more in line with their brand could work better. This helps to soften reactionary objections which could round file the best idea just because of a malleable detail.
Do it live. In this day and age and with our ability to do work across state and national boundaries, presenting your concepts in person isn’t always possible, but if it is, you will have the ability to include body language and facial expressions with your pitch. You’ll also be able to rapidly react to theirs. The worst thing you can possibly do is email a PDF and ask them to review it. PDFs don’t talk or answer questions. A good compromise is to schedule a phone call or a Skype/Facetime call with the client where you will pitch your concepts. After the call, send them a document for review. Remember that oftentimes, your client will have to pitch your ideas to their employer, and so much can get lost in translation. By pitching in person (or over the phone) and sending them a well laid-out document, you are helping to equip them to be the best salesperson for your great ideas.
