INTERPRETING THE BRIEF
by Steve Petersen

Interpreting the creative brief properly, means the difference between a successful spot or a spot which misses the mark. Interpreting a brief is a true art. Talent and skill are useless unless one can channel the effort into a final spot that addresses exactly was what the client is looking for. Here are some typical creative brief requests we get:

"We want something like Desperate Housewives." We get the request to make graphics that look like existing popular shows all of the time. The client is responding to something new and fresh, and instead of wanting something new and fresh for their own project, they are looking for something that copies what works well elsewhere. This is always a frustrating. Whatever you do, don’t copy. Instead, we try to extrapolate the elements from the project the client is responding to and make it our own.

"We want something unlike anything on television now." Most of the time they don't really mean it. They just want something that isn't an obvious rip off. If we are tasked to create 'new and original' two of the three concepts we present will really be new and original and one will be a safe traditional approach. The client almost always goes with the safe approach. The exercise in presenting truly unique ideas shows the creativity you possess and might work in your favor on future jobs from the same client.

"Something 'organic'." A favorite buzzword. Organic can mean so many things. It is a subjective description. So don't be intimidated by your client throwing out big words. Ask them "When you say organic, what comes to mind? What do you mean exactly by 'organic'?"

"Something very MTV." Don't let the client get away with this one. Press them to define what 'MTV' means to them. Ask them if when they think 'MTV' do they mean fast cuts? flashy graphics? loud music? What element defines 'MTV' to them?

"We don't know what we want, but we know what we don't want." This note usually gives you the most freedom. If the client does not GIVE you this note.. ASK for it. Ask them: Is there anything you would like me to avoid? Are there any examples of spots out there that you just hate?

...these are just a few examples. As an artist, writer, producer, editor or predator you have to learn to interpret what your client is asking for. You have to learn to look between the lines of what they're saying and see what it is that will make your client happy, satisfy the assignment and end up being a great piece.

Here is an example of an excerpt from a creative brief we recently received from one of our clients that is producing a new show for the A&E Network:

"...Gene Simmons is going to be doing a reality show. It's going to show the two sides of the man: Rock Super Star and Family Man. We need a graphics package that shows that duality. The graphics also need to be fun, have attitude and in addition, introduce his girlfriend of 23 years (Shannon Tweed) and their two children (Nick and Sophie). Gene has mentioned he likes the elements of fire and has also mentioned the imagery of gargoyles in creative discussions."

Here is a link to the boards we submitted for Gene Simmons Family Jewels, the A&E project. This shows how we took the creative brief, interpreted it and manifested the notes into actual work: http://bigmachinedesign.net/makingthecut/GSFJ.jpg

Steve Petersen is the Executive Producer for BIG MACHINE DESIGN. Located in Hollywood, California, BIG MACHINE DESIGN is one of the top design and visual effects studios in the industry today. From A&E's Gene Simmons Family Jewels to ABC's 20/20, Big Machine has completed countless main titles, film titles, in-show graphic sequences, sizzle tapes, upfronts, commercials and music videos. Explore: www.bigmachine.net.

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