Behind the Scenes: Watch my horrible storyboards become a commercial

Made for our art journal TANGRAM, filled with articles on peculiar practices, unique people and a worldwide puzzle hunt. If you think it's up your street check it out https://www.artofplay.com/tangram Below is some of my thinking behind this commercial. ________ Every time I’ve felt unsure mid-project it’s usually because: 1) I’m not sure on the goals 2) The messaging isn’t clear 3) The idea is too complex And points 2 and 3 are just extensions of point 1. It’s easy to get lost in a cool idea that you lose sight of the goal. I notice early creatives who aren’t as familiar with the commercial side of work don’t tend to take this into consideration. But a cool idea only becomes a good idea when it can be measured for effectiveness. Every project I start has to clearly answer; • What’s the point? • Who is it for? • What’s the takeaway? • What do we want them to do about it? And there are always personal goals I have too – which tends to make the work harder, but makes for a fun personal challenge. One is always, how can I delight the audience? If I had one tip it would be, write the goals on a huge whiteboard and measure every creative decision against them. If it checks the goals, *and then* is a also a really cool idea, you’re probably onto something that will stick. Anyway, the storyboards in the video below were never meant for anyone else’s eyes, but I love seeing other people’s raw process, so here’s a peek into how my chicken scratches become the final product.