1. Read the brief, re-read the brief, get somebody else to read the brief to you and then completely strip it apart to work out exactly what it’s asking for. While you’re developing, keep going back to the brief to make sure you’re still answering all the key points.
2. Go all out, you can't half-do a brief. Oh, and make sure you're having fun while doing it.
3. Do what you want to do. Sure, respect the brief, but if there’s something you really want to try, an idea you really like, then go for it.
4. Observe and stick to facts before jumping headlong into something based on what you think you know. Take things apart.
5. The challenge is how to get a unique idea. Your chosen idea might be thought of by other people even if they live miles away. Make your answer as different as possible.
6. Don’t over-complicate the idea. Start making stuff as soon as possible.
7. Be ruthless with your ideas; It’s nothing personal, so be very, very willing to let them go.
8. Don’t jump the gun when it comes to your idea. Sleep on it, look at it again in a few days. Make sure it's still crystal clear and still gets you super pumped. Then just have fun with it, if you are enjoying what you are doing, it will come across in your execution.
9. Sum up your idea in a sentence. You'll realise where the holes are if you can’t.
10. Watch ten case study videos back-to-back then try and remember anything from them. Think about having to watch 300 of the buggers. They’re nearly all the same, same soundtrack, colour palette, style etc. Even if your idea is incredible, if your video is the same as everyone else’s you’ve lost them from the start. In the first ten seconds, make them sit up and listen, then keep throwing in things to keep their attention.