Getting a new creative brief is always a rush. It's like tearing open the wrapping paper on a birthday present. You don't know what's inside yet but you know it's gonna be awesome. I love this photo of our Wednesday morning briefing because, despite the variations in body language, I know that each one of us is thinking the same thing. "I'm going to crush this."
When you first meet your creative partner, there's this funny war story sharing that goes on.
And in our business, you don't even have to embellish the details for these stories to sound like insanely harrowing tales of survival. Because they are.
So, it's Wednesday afternoon, and Michael and I got out our mental shovels and started digging through the brief. We decided to first do some solo thinking, then connect again to share ideas. We started packing up our gear to head to Starbucks and set up camp. We wanted to get away from the din and shuffle of the studio. And, frankly, to be out of earshot of the other teams. However, the director got wind of this and told us we had to stay in the studio because his crew didn't have a permit to film in Starbucks. Film? Ohhhh riiiight... we're on camera. Aack! Where's my glam squad?
Just act natural!
Michael Ventura was/is a great mentor and Creative Director. However, it was a shame that he played favorites the way he did. We noticed, after he saw our work, that he had scrawled this message on a nearby easel. OK, fine...we wrote it ourselves. But can dream, can't we? :-)
Ugh, I should never have told Michael that there was a desktop version of Candy Crush!
Presentation day happened to fall on September 11. Kinda put the whole thing in perspective. This is the view that morning from my hotel room. Deep breath. A moment of silence. I remember.
In 25 years of doing this, I can count on one hand the number of times I've rehearsed a presentation. And this wasn't one of them. Michael and I both believe that the work speaks for itself. Our job as presenters is to not get in its way. In just 2 days, we'd already developed a natural give and take in our process, so aside from a quick review of the deck, we just let it flow. And, back to that gift analogy...when you feel your work really hit it out of the park, you get this excitement like you have this awesome gift and you can't wait to give it to someone. It's a great feeling.
Concept 1: "#Give What Counts"
FEED PRODUCTS HAVE A BIGGER MEANING, A BIGGER IMPACT,
AND MAKE A BIGGER STATEMENT THAN ANY OTHER FASHION ACCESSORY YOU
CAN BUY. BECAUSE, THEY COUNT. FEED MAKES A TANGIBLE, MEASURABLE
DIFFERENCE IN THE WORLD. AND NOW, SO CAN YOU.
Concept 2: "#Model the Solution"
WHAT DOES A FASHION MODEL LOOK LIKE? WHAT DOES WORLD HUNGER LOOK LIKE?
FEED PRODUCTS HAVE THE POWER TO CHANGE YOUR PERCEPTION OF BOTH.
YOU DECIDE THE NUMBER THAT FITS YOU BEST, AND THEN ROCK IT FOR ALL THE WORLD TO SEE. EVERYONE WHO BUYS FEED PRODUCTS IS A MODEL…
A MODEL FOR HOW TO HELP END WORLD HUNGER.
Concept 3: "#All in"
FEED PRODUCTS ARE MUCH MORE THAN FASHION ACCESSORIES.
WHEN YOU BUY THEM, WHEN YOU WEAR THEM,
YOU’RE SHOWING NOT JUST YOUR SENSE OF STYLE, BUT ALSO
THE DEPTH OF YOUR COMMITMENT TO HELP END WORLD HUNGER.
FOR YOU, IT’S NOT REALLY ABOUT WHAT GOES IN TO YOUR BAG,
IT’S WHAT COMES OUT OF IT .
It's no fun to wrestle with a piece of cooked spaghetti. Luckily, my fellow FEED challengers are bright, talented people. Oh, and they're nice, to boot. That was kind of tough to get used to. :-) Here we are sharing more of those war stories. Some day, the Adobe FEED Challenge will be one of them.
The cameras were rolling throughout the 7-day Adobe & FEED Make It Challenge.
Check out the series and see how it all plays out.
Check out the series and see how it all plays out.
Head over to Adobe Create Magazine to get daily perspectives and commentary. Also meet the the other teams, the cast, and more.
