Strategies for creating innovative structures from an amazing director duo
The annual conference for video marketing, Outside the Frame, brings together creatives and experts from across the world who create video content to share their wisdom and knowledge.
This year, we had the pleasure of welcoming New York-based director team rubberband composed by Jason Sondock and Simon Davis, to the video stage. Let's dive into the creative process that results in content for the likes of Air Jordan, Apple, Chanel, and many others.
3 basic rules for creating your best work
Rubberband comes in three varieties. three important strategies you should remember when you start to make significant progress.
1. Make it easy
Whatever the size of your project, you must always get back to the fundamental idea. Sticking to the basic concept and tone can actually allow you to get maximum value from the video marketing effort.
That means you'll be able to share and explain the idea in the video even if the production or visuals are more difficult. The majority of people will appreciate something that's easy to understand.
2. Talk how you would like to be treated
Regardless of the topic do not insult the audience, or behave disrespectfully.
Be aware of the way people would like to be heard and listen to your intuition. Reports and data will only reveal the truth if they're contextualized.
3. Make work that you want to see
It is important to create art that you are interested in. The fact that you're writing an ad doesn't mean the work has to be boring or without artistic merit.
Don't be afraid to push boundaries, and attempt to make a statement that is a bit unconventional If that's what your intuition is leading you, believe in that instinct.
"The barometer for quality work is you."
Jason Sondock, director
Work outside your comfort zone
The average person can be exhausted when they watch muted content that is the same as the rest of the world however a stream of well-channeled unorthodox energy can get them going once time.