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You start with a message and a goal.
Now you need to shape that message into a tangible form, give it a distinctive look and feel to support the goal.
What's the best approach?
Comedy, drama, action or fantasy? How about a parody? Or maybe what you really need is a documentary. Whichever direction you choose, the concept should arise from a unified assessment of the audience, the objectives and the budget.
I consider all these things and more. I combine a filmmaker's eye with a storyteller's instincts and know how to conceive an approach that's entertaining, informative and practical. I ask many questions...
What's the desired public perception: conservative, progressive, or Gonzo? How close is the deadline: a week, a month, or next year? Are there particular people who must appear in this piece, possibly key actors, business leaders, or customers? Is this piece continuing an established theme, or is it breaking new ground?
Developing the concept might only be half my job. You may need to promote the idea, and that's a related but separate task: the design document. Anywhere from one paragraph to five pages, my creative brief will frame the concept as a clear, well reasoned media strategy.
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