PROCESScreativity works better
creativity works better
with structure.
Structure does not make the work less creative.
It gives good ideas a way to survive production.
01Understand
We learn the organization, audience, objective, context, constraints and existing world.
02Define
We determine the problem, priorities, strategy, message and desired outcome.
03Direct
We establish the governing creative idea, visual direction, voice and execution standards.
04Create
Designers, writers, directors, producers and specialists make the work.
05Deploy
Approved work is prepared for the channels and contexts where it needs to live.
06Learn
We review what happened, capture what worked and use the evidence to improve what happens next.
cheap decisions first.
expensive decisions later.
- We want the idea approved before the shoot.
- The script approved before production.
- The direction approved before dozens of assets exist.
Structured review reduces wasted work and unnecessary revision.