I am not very good at detail. I tend to thrive on the big picture. The idea.
Therefore, for example, when it comes to viewing the first edit of a new TV ad (which I was doing yesterday) I found myself wondering about if I should care and focus more on details. Everyone else seems almost obsessed about them.
Let me explain. This week the agency showed us the first edit of the ad, which I really liked. It had delivered the storyboard, and importantly the director had (as he always should) added more depth and detail.
For me that was pretty much it. I liked the original script as it delivered the brief and has a big creative idea. I loved the edit. For me that was about it. I knew the creative team and director would (as professionals) keep working and fine tuning. My only point is that audio-visual synch for me would and always is absolute key, especially on the pack shot and name of the brand/ product but all the action. I said that in the next/ final edit with all the voiceover and music added that they needed to double check that.
But then I found that brand teams and our country partners started to get into details. Details after details. Almost shot by shot discussing all sorts of detail in each shot.
Should I be doing that more when it come to advertising especially? I worry that the consumer will not notice, or care, and it will not sell any more product. It can end up in everyone getting caught up in lots of discussions, even aggravation and cost. It can also mean that as much time gets spent on optimising the last few percentage points of an ad. I tend to see it as time wasting.
Or is detail everything?Your thoughts?
2 comments:
Well Gary I think both forms of vision are necessary. The big picture is important from an idea concept and probably is most important (ie bad idea...= bad result)....The detail oriented folks however make or break the idea with their "attention to detail." The devil really is somewhere in those dastardly things that the creative type is bored senseless even contemplating, let alone having to endure in an ad shoot or whatever....I feel your pain...but...it's a necessary evil!
T
Gary
We link to each other (my blog is spotlightideas). I, also, have another blog www.creativethinkjuice.blogspot.com (about media, culture, creative thinking, and more).
Just written a post: 'the best bookshop in the world.' - I was wondering if there are any bookshops in your part of the world that might fit that category.
Thanks
Eamon
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