Since our inception our practice has been, regardless of department, to hire only people with a "creative mindset" and the capacity to see things differently. From account management to strategy to production - to finance and operations, every individual in our collective understands that within our "Soul Purpose" is the relentless pursuit of creative-storytelling in the interest-of-growth.
"Our practice has been, regardless of department, to only hire people with a "creative mindset" and the capacity to see things differently."
As outlined in an earlier section, our approach is highly collaborative. As such, the same guiding principles apply here.
As previously noted, applying this approach allows us to get to creative ideas more quickly. One of the side benefits of this extends to our "peak under the tent" approach to our creative presentation and approval process with clients. Given the need-for-speed in today's market we have employed a practice with clients of presenting creative directions in a simplified "creative pathways" form earlier - rather than burning excess time fully fleshing out each direction before sharing with clients. We've found this approach is more efficient for both parties and leads to better ideas getting-to-market sooner.
We refer to our approach as : Coherency > Consistency.
Every brand has to ensure their messaging is cohesive, that it avoids coming off as schizophrenic. As the number of channels for connecting with audiences has expanded, so has the need to protect against this happening.
We believe the downside of this need has resulted in an unfortunate "matching luggage" approach. Everything looks the same in every channel - with creative development for one platform simply being repurposed for another.
We strive to maintain the central brand voice and message while ensuring each piece of creative art is crafted in an appropriate fashion for the platform's environment and its role in the audience's life. Having a Comms Plan framework early in the briefing process helps keep us honest in this regard.
Experience in creative storytelling for short and long forms.
"What's the story?" At the core of every creative endeavor, there's a story to be told. And when it comes to telling the story our capabilities can handle just about any scale of production. Storytelling makes its way into everything we do. Sometimes it's a small part of a bigger story, like pre-roll, a simple social post or even a tweet. Sometimes the story might be told by making a website for a historic property like Parker Palm Springs Hotel that's not just a listing of facilities and room rates - but an experience of what a day spent there might feel like. Sometimes it's dancing cows introducing new customers to Chick-fil-A, during the largest Latino cultural festival in the U.S. Other times it's the Xfinity brand touching the very heart of Hispanic culture with a short film about Hispanic American immigrants' version of the American dream. Stories and folklore have deep roots in Latino culture. Story-telling, story-sharing, and story-making have their roots in the United Collective culture as well. There's simply nothing more rewarding in this profession than understanding a segment well enough to have them participate, engage, and sometimes open their minds through the power of the stories we tell.
A recent campaign for got milk?/toma leche tackled the "challenges" of being a kid today. We showed how milk is a trusted go to beverage, for both kids and their parents. The creative came to life in many forms. Here we present 3 :06 videos we produced.
We are a collective of smart, creative, culturally attuned trailblazers with unique cultural and consumer sensibilities that enable us to help brands stay in-step & grow with today's "new" consumer in ways no other marketing group can.