YouTube sells a six-second pre-roll ad that is designed to be too short to skip. To promote the cerebral torture device, they challenged world-class agencies to reimagine classic fairy tales in just six seconds, and then to present the finished films at Sundance. Yup. It can be done. But, do we really want to do this to our discourse? To our brains?
Article/Videos: Six-Second Storytelling: YouTube’s 2018 Sundance Ad Challenge
Step 1: Agree on the communication problem you are solving
Regular readers, clients and students hear me say it like a parrot, "make your job easier by starting every single communication, no matter the medium or complexity, with a Creative Brief". But, before you even get to your choice of medium or level of complexity, your entire team should agree on what specific communication problem your effort is designed to solve. It sounds simple, and it is. It is also essential to success.
Article: How to Build a Problem Statement
