Creative
Advertising.
The big idea and its hundred versions. I set the concept and the look, then I turn it into every format, language and length.
One idea, every version — the main spot and all its variants from the same concept.
Advertising used to stop at the main spot; the variants came afterwards. I turn that around: the idea and all its versions grow from one concept, together — every format, language and length, all true to the brand.
From the idea to the last version.
The main spot: idea, image, edit and colour.
Dozens to hundreds of variants across formats and lengths, all true to the brand.
Every language and market from one main version, with voice and captions.
Variants that run against each other, to see which one works.
From the idea to the rollout.
The idea and the look the whole campaign holds to.
The most important spot first. The AI tools are tuned to the look; I pick every take and refine until it's right.
Every format, every language, every length from the same concept.
The versions go out. Then I refine them based on what the numbers show.