[et_pb_section admin_label=”section” transparent_background=”off” background_color=”#ffffff” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”on” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_padding=”||0px|”][et_pb_row admin_label=”row” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” custom_padding=”||0px|” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” height=”55″ divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_text admin_label=”CATEGORY HEADING” background_layout=”light” text_orientation=”center” text_font=”PT Sans|on|||” text_text_color=”#bcbcbc” use_border_color=”off” border_color=”#ffffff” border_style=”solid” text_letter_spacing=”2px” custom_margin=”||0px|” custom_padding=”||0px|”]<\/p>\n
DIARY OF AN ADMAN<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”HEADLINE” background_layout=”light” text_orientation=”center” max_width=”660px” text_font=”PT Sans||||” text_font_size=”72″ text_text_color=”#1d1d1d” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”18px||80px|” text_line_height=”1.1em” text_font_size_last_edited=”on|desktop” text_font_size_tablet=”52″]<\/p>\n
The Creative Process<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”rgba(89,135,163,0.18)” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”on” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_padding=”0px|||”][et_pb_row admin_label=”row” make_fullwidth=”off” use_custom_width=”on” width_unit=”on” use_custom_gutter=”off” custom_padding=”0px|||” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on” custom_width_px=”620px”][et_pb_column type=”4_4″][et_pb_image admin_label=”AUTHOR IMAGE” src=”https:\/\/ligonmedia.com\/wp-content\/uploads\/2016\/06\/blog_photo.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”on” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”-48px|||”] [\/et_pb_image][et_pb_text admin_label=”AUTHOR NAME” background_layout=”light” text_orientation=”center” text_font=”PT Sans||||” text_font_size=”18″ text_text_color=”#323232″ text_line_height=”1.4em” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”14px||0px|”]<\/p>\n
David Ligon<\/strong><\/span><\/a>, Creative Principal, Sacramento<\/p>\n [\/et_pb_text][et_pb_text admin_label=”DATE” background_layout=”light” text_orientation=”center” text_font=”PT Sans|on|||” text_text_color=”#363636″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”0px|||”]<\/p>\n February 27, 2015<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”rgba(89,135,163,0.18)” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”on” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_padding=”50px|||”][et_pb_row admin_label=”row” make_fullwidth=”off” use_custom_width=”on” width_unit=”on” use_custom_gutter=”off” custom_padding=”0px|||” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on” custom_width_px=”620px”][et_pb_column type=”4_4″][et_pb_image admin_label=”Image” src=”https:\/\/ligonmedia.com\/wp-content\/uploads\/2015\/02\/creativeProcess.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”fade_in” sticky=”on” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][et_pb_text admin_label=”ARTICLE PARAGRAPH 1″ background_layout=”light” text_orientation=”left” max_width=”620px” text_font=”PT Serif||||” text_font_size=”20″ text_text_color=”#363636″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”40px||0px|” text_line_height=”1.4em” text_font_size_last_edited=”on|phone”] S<\/span>o here\u2019s the creative process of how I go about putting together a commercial.\u00a0 Let\u2019s pretend I\u2019ve already been hired by the client and have\u00a0already gone over the goals and objectives, as well as analyzed their audience demographics and\u00a0reviewed what the competition is doing. Also, I\u2019ve already done all those things that bring out the best in creativity\u2014 you know, shower, go for a walk, vacuum, take a nap, everything but actually sit at a computer and try and force myself to come up with something.\u00a0 Because quite frankly, that rarely works. (see our immutable laws of business<\/a>). [\/et_pb_text][et_pb_text admin_label=”ARTICLE PARAGRAPH 2″ background_layout=”light” text_orientation=”left” max_width=”620px” text_font=”PT Serif||||” text_font_size=”20″ text_text_color=”#363636″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”30px||0px|” text_line_height=”1.5em” text_font_size_last_edited=”on|tablet”] The very first thing I do is come up with a concept.\u00a0 Not the commercial.\u00a0 Not the script.\u00a0 But the very premise of the commercial.\u00a0 Because as most creative folks will tell you\u2014 concept drives creative.\u00a0 You come up with a strong idea first, then the rest writes itself\u2026 or something like that. [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row” make_fullwidth=”off” use_custom_width=”on” width_unit=”on” use_custom_gutter=”off” custom_padding=”0px|||” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on” custom_width_px=”620px”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#aeaeac” show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”off”] [\/et_pb_divider][et_pb_text admin_label=”PULL QUOTE” background_layout=”light” text_orientation=”center” text_font=”PT Serif||||” text_font_size=”32″ text_text_color=”#363636″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”16px||16px|” text_line_height=”1.3em” text_font_size_last_edited=”on|desktop” max_width=”900px”]<\/p>\n “Also, I\u2019ve already done all those things that bring out the best in creativity\u2014 you know, shower, go for a walk, vacuum, take a nap, everything but actually sit at a computer and try and force myself to come up with something.”<\/p>\n [\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#aeaeac” show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”off”] [\/et_pb_divider][et_pb_text admin_label=”ARTICLE PARAGRAPHS 3 & 4″ background_layout=”light” text_orientation=”left” max_width=”620px” text_font=”PT Serif||||” text_font_size=”20″ text_text_color=”#363636″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”12px||0px|” text_line_height=”1.5em” text_font_size_last_edited=”on|desktop” custom_padding=”30px|||”]<\/p>\n So after several creative\u00a0concepts are thought out, I\u2019ll start working on scripts.\u00a0 Depending on the client and the budget I\u2019ll write anywhere from 1 to 5 scripts usually.\u00a0 Not all of them will be fully formed.\u00a0 Not all of them will be exactly 30 seconds.\u00a0 But I\u2019ll have enough to know which ones show promise.\u00a0 I\u2019ll do this for each concept.<\/p>\n At this point, I will then present my 3 strongest concepts to the client.\u00a0 The client will pick their favorite (hopefully) and then I\u2019ll take a look at the scripts that I\u2019ve already written and pick the best ones, flesh them out and show them to the client.\u00a0 But before I do that, I\u2019ll storyboard<\/a> them. \u00a0I get feedback about what is liked and not liked, what needs to be changed (if anything) and then I get to work on finalizing the scripts.\u00a0 After the client approves the scripts, it\u2019s time to start producing the ad (getting crew together, scouting locations, hiring actors, etc.).\u00a0 And then we shoot, edit, pick music and\u2014Voila!\u2014we have a commercial or campaign.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#ffffff” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”on” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_padding=”0px|||”][et_pb_row admin_label=”Row” make_fullwidth=”off” use_custom_width=”on” width_unit=”on” use_custom_gutter=”off” custom_padding=”50px|||” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on” custom_width_px=”620px”][et_pb_column type=”4_4″][et_pb_text admin_label=”BUTTON & DISCLAIMER” background_layout=”light” text_orientation=”center” text_font=”PT Serif||||” text_font_size=”16″ text_text_color=”#363636″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”30px||0px|” text_line_height=”1.5em” text_font_size_last_edited=”on|desktop” text_font_size_phone=”12″]<\/p>\n Contact Us<\/a><\/p>\n If you like, share. If you don\u2019t like, don\u2019t share. And if you\u2019re indifferent, then share or don\u2019t share, whatever.<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" So here\u2019s the creative process of how I go about putting together a commercial. Let\u2019s pretend I\u2019ve already been hired by the client and have already gone over the goals and objectives, as well as analyzed their audience demographics and reviewed what the competition is doing. Also, I\u2019ve already done all those things that bring out the best in creativity\u2014 you know, shower, go for a walk, vacuum, take a nap, everything but actually sit at a computer and try and force myself to come up with something. Because quite frankly…<\/p>\n","protected":false},"author":2,"featured_media":3349,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"[dropcap]S[\/dropcap]o here\u2019s the creative process of how I go about putting together a commercial.\u00a0 Let\u2019s pretend I\u2019ve already been hired by the client and have\u00a0already gone over the goals and objectives, as well as analyzed their audience demographics and\u00a0reviewed what the competition is doing. Also, I\u2019ve already done all those things that bring out the best in creativity\u2014 you know, shower, go for a walk, vacuum, take a nap, everything but actually sit at a computer and try and force myself to come up with something.\u00a0 Because quite frankly, that rarely works. (see our immutable laws of business<\/a>).\r\n\r\nThe very first thing I do is come up with a concept.\u00a0 Not the commercial.\u00a0 Not the script.\u00a0 But the very premise of the commercial.\u00a0 Because as most creative folks will tell you\u2014 concept drives creative.\u00a0 You come up with a strong idea first, then the rest writes itself\u2026 or something like that.\r\n\r\nSo after several creative\u00a0concepts are thought out, I\u2019ll start working on scripts.\u00a0 Depending on the client and the budget I\u2019ll write anywhere from 1 to 5 scripts usually.\u00a0 Not all of them will be fully formed.\u00a0 Not all of them will be exactly 30 seconds.\u00a0 But I\u2019ll have enough to know which ones show promise.\u00a0 I\u2019ll do this for each concept.\r\n\r\nAt this point, I will then present my 3 strongest concepts to the client.\u00a0 The client will pick their favorite (hopefully) and then I\u2019ll take a look at the scripts that I\u2019ve already written and pick the best ones, flesh them out and show them to the client.\u00a0 But before I do that, I\u2019ll storyboard<\/a> them. \u00a0I get feedback about what is liked and not liked, what needs to be changed (if anything) and then I get to work on finalizing the scripts.\u00a0 After the client approves the scripts, it\u2019s time to start producing the ad (getting crew together, scouting locations, hiring actors, etc.).\u00a0 And then we shoot, edit, pick music and\u2014Walla!\u2014we have a commercial or campaign.\r\n [button link=\"https:\/\/ligonmedia.com\/contact\/\" color=\"blue\"] Contact Us[\/button]<\/p>\r\nIf you like, share. If you don\u2019t like, don\u2019t share. And if you\u2019re indifferent, then share or don\u2019t share, whatever.<\/em>","_et_gb_content_width":"","footnotes":""},"categories":[4,18],"tags":[6,27,22,35,9,46,7,37,14],"yoast_head":"\n
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