Tim Burgard
Illustrator
Instructor
Concept Artist
Storyboard Artist
Absolutely. Of course, there are numerous variables that will determine how well the idea comes to life: budget, execution, talent, commitment, etc. But none of that matters if you're not starting off with a brilliant idea.
The challenge for Kenwood was that each time an advancement was made in the world of audio technology, everything that came before it was suddenly obsolete. So we presented a fun, unique, engaging campaign that showcased Kenwood was Future Ready Already. Flying cars, jet packs, and domesticated robots were no match for the incredible forward thinking being brought to life from Kenwood.
When I first started out in advertising, my initial reaction was to defend the work. I wasn't fully engaged in listening to the feedback; I was too busy forming a rebuttal. Now, I welcome constructive criticism. I look at it as an opportunity to come back with something better, smarter, and more creative.
Be smart, but be simple. And put yourself in the shoes of the consumer. It's great to be clever and surprising - but not if you're also being confusing and frustrating.
Robert "Bob" Parr. Although you may know him best as Mr. Incredible. When he was younger, he was super strong, durable, and nearly invincible. But as he got older, he realized he didn't need to do everything himself and that he could be even more powerful with the help of his family/team.
It's extremely important to know and understand your target. But you know what's even more important? Knowing and understanding your brand. So before you do a deep dive on your audience, do that deep dive on yourself.
Everything. Too broad? But honestly, I want as much information as possible at my disposal. I'm fairly adept at using what works and discarding what doesn't, so give me all you got because sometimes one little seemingly trivial piece of insight can become the genesis of a really freaking big idea.
I still love creating ideas that are intelligent, or funny, or thought-provoking, but now I'm just as interested in the humanity of the work. The honesty; the authenticity. Because after all, advertising is still one person having a conversation with another person. (And yeah yeah, I know all about AI. And while AI has its place, it will only take over if we allow it to. And at that point, AI won't have won; mediocrity will have won.)
Hire great Designers and Art Directors. ;-)