Content Inspiration
Write l Direct l Produce l Animate l Edit
“What’s a fablet? It’s a mobile that doesn’t fit into your suit pocket.” ~Narrator
How do you convey the details and value of an incredibly technical and complicated product to an audience that isn’t technical and favors the more creative side? Short answer: through levity.
Content Inspiration is a platform that harnesses artificial intelligence, specifically computer vision image recognition, to inspire creative development of campaigns. On the surface this might seem like a winning value proposition, but I knew there was a blocker with how the creative advertising community views data-informed creative. Traditionally, this type of creative has been closely tied to programmatic creative, which supplants much of the control from the creative teams, so I needed to ease their minds and demonstrate how it would actually increase their understanding of consumer behavior – all in 120 seconds.
I played up the time-honored advertising archetypes – Don Draper boss, driven female account executive, and a proper English planner as the narrator with a slightly kitschy style. Little barbs were peppered throughout, like the irony of “being all about the work” while flashing a wall of Cannes Lions and Effies.
In addition to this introduction sizzle video I created some visual collateral to accompany a more comprehensive, and less playful user guide.
