STRAT_SCRAPS_v33
“Normal is an illusion. What is normal for the spider is chaos for the fly.”
I forgot to hit send on Fri.
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Two ideas for creative briefs/briefing.
I really like the format of a two sided brief. Side A is “what do we want people to takeaway.” Side B is “where do we want to show up?”
This obviously isn’t right for every scenario. All frameworks are wrong. Some are useful. The brief is a framework.
Doing this requires using even less words than a single sided brief would use.
I’ve been playing with the idea of briefing cards. Ideally a real deck of cards, that are not presented to the creative team but given to them as they leave the briefing.
They would be things like: “Who isn’t the audience?”, or “What would get us on good morning America?” , or “When are they buying from the category?
e.g. after work”Here’s one mocked up
¯\_(ツ)_/¯
MIAMI AD SCHOOL LECTURE
A WIP draft that is far longer than what was presented. (link)
STRAT SCRAPS
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How Will You Measure Your Life? (HBR)
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WEEKLY MONSTER
