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There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

 

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Journey author Robert Davis is the owner and creative director of Atlanta agency, Davis Advertising, Inc.

 

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Journey from Concept to Creation

There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

Analysis Paralysis?

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While attending college, I was Vice President of the marketing fraternity where I competed in a national student marketing and advertising competition of over 50 colleges and universities throughout the United States; hosted by a major "Madison Avenue" agency. My winning written plan, in addition to getting me interviewed by the college newspaper for a story (which made me even more popular with the babes -- as if that was possible), had gotten the attention of one of the marketing fraternity's professional advisors who was an account supervisor at a large local advertising agency. Although I was currently employed at the agency where I had interned, we discussed the possibility of coming to work for him at some time in the future. A couple of years later I accepted his offer to work for him as a strategic account planner and research analyst at his new agency. The agency had numerous broadcast oriented accounts including a couple of major (non-competing) restaurant chains. There were also banking and real estate accounts, among others. This agency was larger than the previous one and even more "strategically oriented." I was offered bigger bucks and a nice window office with lots of cool tropical plants and a very cool view -- people will sell their souls for a window office, eh?


As I mentioned, prior to deciding to go back to college to study marketing, I had worked as an advertising artist for several years. I also had training in developing television storyboards while attending commercial art school. As a student of marketing and commercial art, I was intrigued by the fact that -- in addition to an array of creative disciplines such as scriptwriting, casting, location scouting, set design, acting, makeup, wardrobe, voiceovers, graphics, 3d modeling/animation, camera, music/audio scoring, recording, video editing and finishing, and so forth (Whew!) -- a 30 second television spot can be the outgrowth of a very sophisticated strategic planning process.


I was always taught to have a reason for creative decision-making. While you can run the risk of "analysis paralysis," it is important to have a logical explanation for the arguments and decisions you make in developing creative work. It is also invaluable when presenting creative ideas to clients who typically (and justifiably) have numerous questions and concerns. Knowing that you have solid reasoning behind your arguments is a great confidence booster in a client presentation. After all, the client boardroom is not the place for opinions without solid support.

Comments

 

Journey from Concept to Creation said:

<Previous -- Next> My initial foray into video was due to my being exposed to extensive television

December 5, 2008 12:51 AM
 

The boardroom. - Journey from Concept to Creation said:

Pingback from  The boardroom. - Journey from Concept to Creation

December 5, 2008 4:22 PM

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About Adman

After developing his artistic abilities from an early age, Robert Davis (Adman) started his advertising career as a graphic artist for a commercial printing company while in 10th grade. He later acquired degrees in Commercial Art and (later) Business Administration (Marketing with focus on computer science) while working in various advertising agency capacities. Robert started his own agency in 1989. He added an in-house Pro Tools® recording studio in 1999 and an Avid Xpress® DV video editing suite in 2002. He now also has two Avid Media Composer suites and an Xpress Studio HD suite in a fully equipped studio which also features SoftImage|XSI and Pro Tools. He believes that his company, Davis Advertising, Inc., represents a new model for the 21st century advertising agency…”a small, agile and responsive agency wit1h comprehensive, in-house capabilities.” He says, “Avid® software provides the creative freedom and flexibility I covet.” His focus is on developing effective creative ideas via his own strategic planning process. He loves being surrounded by cameras, lights, props and other creative professionals who share his vision. He also, of course, loves working with Avid® software to bring his ideas to life. Currently residing in metro-Atlanta, Robert is an accomplished writer, producer and creative director. His advertising agency has served Fortune 500 accounts and has received several international awards. His work has been exhibited at the prestigious Cannes Lions Advertising Festival. When not riding his vintage Italian racing bike, or working out with free weights, Robert can often be found in the late evening singing or playing drums, guitars and keyboards in the studio.

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