The creative director's work is one of the most famous pieces of marketing
Based on Alex Wilson, Executive Creative Director at Amplify creating marketing materials is like creating everything else. It's all about keeping (and holding) the attention of people. "You can inform people using the lens of entertainment" Alex says. Alex. "I have found that a majority of individuals aren't averse to being sold or promoted so long as they're happy."
Amplify is a leading company in the field of creativity, focusing on the field of experiential marketing. They create massive-scale campaign and experiences for big brands, such as Playstation, Netflix, Levi's among others. "We can come up with ideas that could be used in the realm of any media type," Alex says. Alex. "Historically we've been described as a more brand agency focused on the experience but content has always been our primary focus in every thing we created."
We were able to speak with Alex to get more information about the creative process that he employs and his thoughts about the present scene. Take a look at the highlights of the chat or view the entire video.
What's the your North Star when it comes making videos?
"Our goal is to inform and entertain. One of the biggest benefits is videos-based content. It is possible to create an engaging viewers. At the end of the day, when somebody is contacting us, and they want utilize technology to do what they want to accomplish, we will think of this particular moment as an individual moment, or as a canvas in the greater narrative."
What can you do to make sure you're producing something of quality? What's one thing that can help you stay on course?
"Audience, always. Who we're talking to is vital. Are you talking with them in the way they'd prefer to be talked to, in the way they'd like to be talked to? You need to start with a look at those in the audience. After that, you will know which way to engage with them. It is also important to give your audience something of the value they deserve. You should not hinder the experience, but rather increase the value of your user experience."
What type of material would be appropriate for the individual who you're working for?
"Whether you're seeking the most immersive television show Find the biggest person who's a huge fan of the particular TV program on Netflix or even if it's making the most with a mobile phone and bending the norm of the retail industry to lead the way of unveiling the most viewed shoe, and the most popular game. The journey starts with the user and then we create the idea and how we bring that idea to life through a myriad of platforms.
There are times when we don't always desire the same result. Naturally, there are client-specific requirements and clients often know this, and that's where the cooperation, compromise and co-creation originates. allows you to come up with the most efficient way to meet your specific needs and requirements, even if it's not the way you expected it to be in the beginning."
How can you evaluate the outcomes of your efforts?
"For we, it's all about "Did you tell the story in the way that we wanted it to be presented? Did it connect with the audience we designed for it to reach? That's all we need to understand. The agency we work for is extremely engaged with different subcultures and culture. We have a fantastic department that is focused on the culture. We've, as the agency has been extremely in line with that.
We try to work with the people we interact with instead of having to broadcast to the audience directly. Instead, we bring viewers to join us in co-creating and aid us in the creation of experience and media so that it is enjoyable for them as well as their viewers. It's an incredibly difficult question to answer about what success might mean however, if we create media that's well-designed, and well-loved by people who watch it, that's a great victory to us."
What is the most helpful piece of advice you've ever received?
"My Chief Creative Director Jeavon Smith, once said that to me, 'Ignore the background the background.' I'm of the opinion that turning off the background noise can be extremely beneficial in all kinds of circumstances. It allows you to concentrate on your goal in addition to what your coworkers do to work together as there are many distractions."
Which is your favorite ?
"Lots of individuals working in the studio and agency employ this technique in various different ways. It's likely to be among the most discussed. Finding new talent could be an excellent opportunity for us. For internal purposes it is important to talk about our work by way of of a portfolio. If we must locate an the source of our work, or have the work in a specific manner, then we have an option to locate it."
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