The majority of the time, clients come to me with the messaging and creative already decided. That’s fine; there is still plenty of ways I can contribute creatively. But recently, I was invited into the room where the creative hadn’t been defined. The group had an overall theme with no idea how to make it come to life. It was an interactive experience and they needed video support which is why I was there. As the team talked about their messages, I could begin to see in my mind how this could come to life.
So I shared.
The room stopped.
I thought, “uh oh… I’ve overstepped. I’m only here to bring their video visions to life.” The guy sitting next to me turned and I saw a smile form, “That’s a FANTASTIC idea! I couldn’t see how we were going to make this work and you just gave it to us.” Turns out the silence was everyone simultaneously applying my idea to their particular message. Whew! The team continued to meet regularly (including me in their meetings) and the result was a very successful experience that was praised by their senior leadership.
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