Principles of Producing Great Creative

PROMAX|BDA BOOT CAMP NOT WHAT YOU DO, BUT HOW: PRINCIPLES OF PRODUCING GREAT CREATIVE

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NOT WHAT YOU DO, BUT HOW: PRINCIPLES OF PRODUCING GREAT CREATIVE

This presentation is built to outline the keys to successfully leading teams from project launch to final delivery.

OVERVIEW

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NOT WHAT YOU DO, BUT HOW: PRINCIPLES OF PRODUCING GREAT CREATIVE

From its initial brief, through the creative process, to final delivery, any creative project can be a challenge.  Creatives and designers aim to push the limits, bosses and clients set restrictions, schedules are a moving target, and budgets, deliverables, deadlines, and air dates are constantly looming.

OVERVIEW

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Whit FrieseCREATIVE DIRECTOR

•18-year Agency Background

•Domestic and International

•Show Production

Connor SwegleACCOUNT DIRECTOR

•Entertainment Branding & Design Background

•Global Trend Perspective

•Client Focused

SPEAKER BIOS

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Have you worked with a creative that doesn’t seem to care about the process?

OVERVIEW

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Have you worked with a producer that doesn’t seem to care about the creative?

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OVERVIEW

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Tension is good.

OVERVIEW

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PRODUCER

pro·duce  (pr-ds, -dys, pr-)

To bring forth; yield

PRODUCE

BEING A PRODUCER

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BEING A PRODUCER

Producers manage tension, move projects forward, and foster an environment for great creative potential.

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HOW DO YOUGET FROM...

A B

BEING A PRODUCER

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DON’TYOU

Q

A

BEING A PRODUCER

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WHATYOU DO •Budgets

•Schedules

•Assignments

•Delivery

This is experience you can generate over time.

BEING A PRODUCER

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YOU DOHOW

YOU DO IT •Attitude

•Energy

•Communication

•Forethought

These are skills you can contribute immediately.

BEING A PRODUCER

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A lot of people can produce a project.

How you do it dictates the team’s collective effort, their attitude, and the overall quality of the project.

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BEING A PRODUCER

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5 PRINCIPLES OF GREAT PRODUCING

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FOCUS ON

PLAN for CHANGE

BE THE YES

THE MOTIVATION

MAKE IT FUN GET IT DONE

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UNDERSTAND

THE NEXT

FIVE PRINCIPLES

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1 PLAN FOR CHANGE

5 PRINCIPLES OF GREAT PRODUCING

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B

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PLAN FOR CHANGE1

Director is booked.

Must be 3D.

Talent Changed

Management re-direct.

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MAP IT OUTHOW DO YOU PLAN FOR CHANGE?

PLAN FOR CHANGE

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1 PLAN FOR CHANGE

A clear plan of attack sets expectations, informs stakeholders, and reflects how each change can shift other pieces of a project’s puzzle.

5 PRINCIPLES OF GREAT PRODUCING1

CREATIVE CONCEPT DEVELOPMENT

MULTI-PLATFORM PROJECT

WEEK 1 WEEK 2CREATIVE BRIEF

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ON-AIR DESIGN & COMPOSITING

PRINT DESIGN

PROJECT DELIVERY

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DETAILED DESIGN & PRODUCTION - PRINT, OFF-AIR & DIGITAL

TALENT APPROVA

4 DESIGN APPROVA

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DESIGNDEVELOPMENT

VERSIONING & DELIVERY

MECHANICALS & DELIVERY

DIGITAL VERSIONING

FINAL DESIGN

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PLAN FOR CHANGE

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FOCUS ON THE NEXT2

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FOCUS ON THE NEXT2

Nothing is more intimidating than a large project. Except if the only thing you and your team have to work from is a blank page.

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2 FOCUS ON THE NEXT

MAKE BIG PROBLEMS SMALLHOW DO YOU FOCUS ON THE NEXT?

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2 FOCUS ON THE NEXT

Don’t constantly worry about the final delivery. Instead, break the process into steps. Start with the first step and work your way through.

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2 FOCUS ON THE NEXT

EXAMPLE: DISCOVERY CHANNEL’S FROZEN PLANET

Frozen Planet is a Discovery Channel blue-chip documentary series. The launch was highly anticipated and required a multi-platform delivery.

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2 FOCUS ON THE NEXT

EXAMPLE: DISCOVERY CHANNEL’S FROZEN PLANET

It was a massive project to produce, but by breaking each segment into its own smaller project, the producer was able to seamlessly develop a fully-integrated multi-platform campaign.

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2 FOCUS ON THE NEXT

SUNDAYS 8PMPREMIERES MARCH 18

FACEBOOK.COM /FROZENPLANETUSDISCOVERY.COM /FROZENPLANET

FROM THE MAKERS OF PLANET EARTH

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BE THE YES3

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3 PLAN FOR CHANGE

PRESENT SOLUTIONSHOW DO YOU BE THE YES?

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3 BE THE YES

When a challenge presents itself, you have two options.

You can create a solutions-driven environment, or you can let obstacles stop you and create an environment fearful of change.

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3 BE THE YES

EXAMPLE: CANAL+ GROUP’S D17

In the middle of developing France’s D17 brand launch, twenty :10 IDs were added to the deliverables list. The team was concerned and overwhelmed.

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3 BE THE YES

EXAMPLE: CANAL+ GROUP’S D17

Rather than creating an environment of stress, the producer created an environment of solutions by bringing the team together for brainstorms.

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3 BE THE YES

EXAMPLE: CANAL+ GROUP’S D17

The solution was to create an original library of 5,000+ still images, giving the client unlimited stories to tell, and visual motifs to play off of.

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3 BE THE YES

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UNDERSTAND THE MOTIVATION

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4 UNDERSTAND THE MOTIVATION

YOU CREATE A COMMON GOAL

WHAT HAPPENS WHEN YOU UNDERSTAND MOTIVATION?

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UNDERSTAND THE MOTIVATION

Listen to your team and understand the why behind the what.

Through this, you can define how each team member creates the most impact, and can bring their collective motivations together for a larger net impact.

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UNDERSTAND THE MOTIVATION

EXAMPLE: TIME WARNER CABLE SPORTSNET

Time Warner Cable’s launch campaign for their new network, SportsNet, stirred up quite a few opinions at the office. Some thought the campaign should be heavily Lakers centric, while others thought the new SportsNet brand should lead the campaign.

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UNDERSTAND THE MOTIVATION

EXAMPLE: TIME WARNER CABLE SPORTSNET

This difference of opinion slowed the project, but the producer was able to sit with the team, clearly articulate the client’s goals, and use that as a stepping stone to refocus each team members’ individual motivations.

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UNDERSTAND THE MOTIVATION4

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MAKE IT FUN, GET IT DONE5

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5 MAKE IT FUN, GET IT DONE

We work in a creative industry, and we’re here because we love creativity and storytelling. Enjoy it!

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FOCUS ON

PLAN for CHANGE

BE THE YES

THE MOTIVATION

MAKE IT FUN GET IT DONE

B

A

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2

3

4

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UNDERSTAND

THE NEXT

FIVE PRINCIPLES

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THANK YOUWhit FrieseCREATIVE DIRECTORwhit@troika.tv

Connor SwegleACCOUNT DIRECTORconnor@troika.tv