1. The Big Idea
The agency provides a 'big idea' that responds to the brief.
- Big ideas drive engagement.
- Big ideas allow for ecosystems of interconnected assets that speak to different cohorts across all channels.
A 'big idea' is the overarching creative concept that anchors a campaign across all channels and markets. It’s a unifying theme or story inspired by a powerful insight drawn from real consumer attitudes or cultural trends.
A big idea provides a North Star for all creative work: it encapsulates the brand’s purpose or point of view in a way that resonates broadly, yet leaves room for different executions and stories. These ideas are rooted in insight and crafted to speak to multiple audience communities at once. The result is a campaign platform that feels culturally relevant and emotionally compelling to diverse consumers, forming the foundation for content on any channel. Big ideas connect across diverse communities and across multiple media platforms.
2. The Plan
Big Ideas should feel native to their platform, so the campaign is fleshed out across all channels. This should include a blueprint to equip markets to activate comms:
- Social execution
- Hero long-form execution
- Functional execution
- Product-led execution
- Talent-led execution
- Community executions
3. Introducing Modules
Shoot modules (or modular shooting) is an approach of breaking a content shoot into small, reusable footage components that can be mixed and matched to produce many different assets. Each module has a defined purpose (e.g., a product close-up, a demo, a testimonial).
AdPro has developed a simple web-based app to help brands do some indicative shoot planning, taking into consideration SKUs, markets, talent, and framing requirements. This is an indicative tool to help guide conversations with your AdPro producer and Creative Agency.
Creative Agencies should:
- Plan shoots in a modular way, ensuring all requirements in the Content Plan and Agency Brief are met.
- Define all Shoot Modules (e.g., stylist and talent, pack shots, etc.).
4. Storyboards
The agency response should include storyboards that demonstrate how shots or footage from the shoot modules are assembled into different assets to message different cohorts across all platforms. This step is crucial to ensure that the creative concept is executed precisely as planned.
Storyboards are vital to ensure:
- Consistency in visual and messaging aspects across different assets.
- Shoot Modules are fit for purpose.
5. Shoot Requirements
This section will outline the specific logistical and technical requirements for the shoot. The indicative shoot planner can help plan aspect ratios as well as talent swaps and market variants. Shoot requirements can include:
- Any location considerations (e.g., Argentina or Brazil airing)
- Talent, props, and production setup
- Key channels and formats
- Aspect ratios (16:9, 9:16, 1:1, etc.)
- Length variations
- Experts, talent, influencers, etc.
- Anticipated duration of asset usage (e.g., 24 months)
- Provisional timings