Generating ideas for projects often feels like alchemy—a unique mix of creativity, strategy, and intuition. Over time, I’ve developed a few methods that guide my thought process and help bring clarity and focus to the chaos. Here’s how I approach it:
Storytelling is one of my go-to techniques for showcasing the benefits of a product or service. The approach often begins with an actor or actress without the product or service. This starting point highlights the challenges or unfulfilled desires they experience. Then, through an incidental moment, the product or service enters their life, acting as a catalyst for transformation. This shift not only improves their situation but also resonates deeply with the audience.
The structure of the story doesn’t have to be linear. For instance, the narrative could start in the middle or at the end, with the transformative effect already visible, and then work its way back to the beginning. Alternatively, the story could be trimmed to focus solely on the product being in the hands of the customer, bypassing the backstory altogether. The director’s creative vision determines how the story unfolds, but the essence remains the same: to connect emotionally with the audience.
This approach often resonates because it appeals to universal experiences. Whether it’s a memory of past struggles or a future aspiration, the audience sees themselves in the narrative. The product’s transformative function becomes the hero of the story, creating a strong emotional bond.
Another method I use is conceptualizing the product or service in a metaphorical or symbolic way. This technique focuses on idealizing the product by highlighting its beauty and amplifying its emotional appeal. Think of perfume ads—they often prioritize creating a mood or an aesthetic over telling a literal story. The goal is to evoke a feeling rather than a memory, giving the product a glorified, almost mythical presence.
Through cinematic visuals and carefully chosen metaphors, the product becomes more than just an item; it transforms into an experience. This approach often resonates with audiences who are drawn to the aspirational and the ideal.
Sometimes, the best ideas come from combining storytelling and conceptualization. A commercial could seamlessly weave a narrative with cinematic visuals, enhanced by a carefully curated musical track that sets the tone. Music, in particular, plays a crucial role in shaping the emotional journey of a commercial.
Take the Cadbury Gorilla ad as an example. While it’s not overly cinematic, the use of Phil Collins’ In the Air Tonight evokes powerful emotions that perfectly align with the pleasure of eating Cadbury chocolate. The music amplifies the story’s emotional impact, proving that the right track can make all the difference. This level of precision often requires extensive planning and an intuitive understanding of how to bring everything together.
Ultimately, there’s no single formula for generating ideas. It’s more like mixing a cocktail—experimenting with different elements and adjusting based on the specific brief. Each project has its own unique requirements, and I often rely on a combination of these methods to find the right direction. By feeling my way through each brief and adapting as needed, I’m able to create something that resonates deeply with the intended audience.
These techniques are starting points, not rigid frameworks. By blending storytelling, conceptual visuals, and music, I aim to create projects that not only showcase the product’s transformative power but also leave a lasting emotional impression.