Tribal DDB have created this awesome Wheel of Concept. So if you don’t have an idea ready for your next pitch, just type in the brand name and spin the wheel. You can then download a pdf with the concept.
Tribal DDB have created this awesome Wheel of Concept. So if you don’t have an idea ready for your next pitch, just type in the brand name and spin the wheel. You can then download a pdf with the concept.
This is the best short movie I have ever seen. It is beautiful, but the whole concept and the story is just great. Here is the link to see it at vimeo.
Rama Allen from Digital Kitchen was here today and talked about his personal process and how DK works and theories on being creative and how he pitch. Rama was one of the creatives who Daniel and I shadowed (worked for) while being in New York in the beginning of February. So very fun meeting him again.
“it get worse”
“stupid but nice”
“no rocket science”
“fail big + fail often”
A question Rama always gets is what applications he uses and which one is his favorite. He said he uses all the programs we do, no big deal. Everyone can learn a program. But the first thing Rama does after getting a brief is to create a playlist in iTunes, and then he writes. Writes words, sentences, everything and anything. For this he uses Everynote. A program I started to use a year ago or so…a really good one I think.
We went through the whole True Blood title project. How DK did the research, how they prepared the shoot lots, and how the same list got thrown out the window. Step by step and the overall experience and learnings from it. We also saw the cases for New Balance – show making, and Microsoft – MindQuest.
Rama is very inspiring in what he does, how he does it and how he talks about it. He started at DK ten years ago as an interns. Before DK he went to The Art Institute, just as I did. I really recognized some things he said about the school and it is really different from Hyper Island.
We started the morning with gathering the different pieces from yesterday. The copy, the call-outs, and the drawings. Then Rasmus put it all together in a inDesign storyboard document. At noon we presented the ideas for other people on the project for example the producer and the interactive developer. Going from three concept to two with some changes. At 5pm they (and Daniel and I where also there) had a conference call meeting with the client team and they really loved one of these concept so the team at R/GA were very happy.
Daniel and I came into the office at 10am and started to work right away. Oh, it felt great. We knew what we had to do, we knew what we wanted to perform, and we knew how to do it. We just had to find the greatest ideas for this project. I have worked with Daniel before, both with THISPLAY and with the DM11KNA concept, and we work really well together. So to have this whole day to work and to come with ideas was great fun.
We had one big idea before lunch, and then after lunch we got two more. I forgot! To do this we had to sign freelance forms, how cool is that!?! We are super stoked. We both felt kinda tired in the afternoon, brainstorming and concept development can be really exhausting. But with the ideas we had, and the meeting coming up at 5:30pm we were ready to present.
What DK is doing right now with the project we got involved in is working on a pitch. It is really cool to sit in on their meetings and to here how they are going to present and what they are saying and what order everything goes.
How it went? They want us to finalize two of our three ideas, so pretty well I would say.
Today we had our second meet for concept developing. There has been a few days since we last met, but think it was good for us to kind of drop it and think about it for ourselves. So today Nina, Daniel, and David presented a schedule for the rest of the two weeks and it looked great time wise.
We were all very excited to start even though I felt it was hard not to think about the ideas that were presented last week. We got new groups, just to change it up a little and also this time David had some brainstorming exercises with us. We got to look at all the old ideas as well, and to reflect on them. At 4pm each group had three new concepts and then we split for the day, except for the new concept group where I’m in. The rest of the class went into their old “responsibility” groups to talk.
The concept group split in half to find the three ideas they thought were the strongest. Then the both groups got together and had an open discussion about the thoughts. I am very happy about the group, the ideas, and the outcome so far. But we are about to meet tomorrow again, so until then I wont say anything about the process….
Concept Team:
Ola Syse
Andreas Kleiner
Alexander Gårdenberg
Daniel Domingues
Josue Motta
Petter Andersson
Christoffer Erneholm
Paweł Zwoliński
Roger Oldén
Carl Berglind
Veronica Wallström
Today and tomorrow we will have a workshop with Malin and Tobias who work as a creative team and they are also Hyper Island graduates. They are here to talk about “How to create relevant and interesting ideas for brands and products” and the first thing we got to do was to watch a commercial, but we didn’t get to see the last two seconds. So with that endless commercial we got into our groups and tried to think of three brands or services.
We got fifteen minutes for this assignment. I thought it would be hard, but after a few minutes we got seven potential outcomes. And that was also the point proven. You don’t want to create a commercial with just a memorable tune and a cool video if the message is in the last two seconds, since it is then so easy to miss.
They talked about “above the line” and “below the line”, and that something interesting and relevant almost always will create something awesome. They also gave us a few tips.
1) keep it simple stupid
2) digital is harder than traditional advertising
3) talk to the nerds
4) don’t start with the micro-site
5) everybody online isn’t a digital native
6) you can actually do more than funny
During the workshop we were also to find the brand character for four different brands. Think “Hi I’m Mac, and I’m PC”. My group got Heineken, and we created Mark 28 years old. Born and raised in Amsterdam, degree from London, living and working in New york.
We ended the workshop with getting a fictional brief. My group continued to work with Heineken, and the objective was that they are launching a new can under the name Heineken Worldwide. We brainstormed for an hour and will work more on it tomorrow. So to be continued…
Today was a full day of concept development with the whole class. I think it went really well. The start-up group had a good presentation yesterday, but since Sofie then had given us the introduction some of the things and plans had change. So we got three head project managers (Nina, Daniel, and David) and we then got organized and into groups to start the creativity thinking.
David had some different ways for us to brainstorm, and at the end of the day each group had three concept ideas which we presented to each other.
I’m now sitting in my old room at my parents place. The module Portfolio doesn’t start until Monday, but my sister is here doing her homework so I though I could look it over. So while she is writing about Christopher Columbus, I’m about to plan my portfolio.
Hyper Island has giving me two assignments to do; Analysis and Concept. With that I will answer questions like the two below.
- What do I want my portfolio to communicate?
- What is my target audience for my portfolio?
And when Karl Wikström was at HI he asked us to ask ourselves these three questions.
“Why am I doing this, again?”
”What do I really want to achieve?
”How do I achieve it?”
Ingmar Pettersson was at Hyper Island today and helped us idea develop for our new project. We are suppose to create a business plan for something digital and innovative. With no concrete brief this was really hard. My group made it harder as well since we all want to create something fantastic.
We started of with writing some really bad ideas. This was the plan for coming up with about 1000 ideas before lunch. And these ideas were pretty bad I would say, because I’m sure people would actually pay us for not continuing the development on some of them. After writing these we looked them over again to see if we maybe could create something good out of them. Some became not as bad, but some ideas took some cool turnes.
After working on these two methods Ingemar presented the Lotus Flower, where you write the main idea (in this case Digital Media) in the middle of one paper and surrounds it with new ideas, which you later add to new papers in the middle of them. See the image below and hopefully you’ll understand. It’s like a brainstorming map, but more organized into squares. The whole day was great and we really did com up with more then 1000 ideas.
We started this day with some evaluation for the group I was in during Experience Technology, First we gave the group feedback and we were suppose to give individual feedback as well, but we didn’t have the time before it was time for the next module introduction.
Today Jonas Lidman came to Hyper Island, Karlskrona to introduce the module Concept and Development. It is a four week module and we are suppose to have a written and thought through business plan in the end of it. On November 19th we are pitching our idea and business plan for five-six people and maybe one or more wants to invest in our ideas. Who knows?
I’m in a really good group for this project as well. We choose the group members on our strengths and weaknesses. Pretty interesting actually. During this module I’m with Theo Stråhlén (again), Andreas Kleiner, and Karin Idering.
