Creative Focus Checklist2

1、ogilvyinteractive 3 2021-08-20worldwidecreative concept checklistinteractive creative teamtoproducerthis checklist is used to help creatives stay focused on the marketing concept they must apply to the project. we dont want to creative visuals or copy that is not relevant to the clients needs.accoun

2、t manager:interactive management team:client:client proposed deadline:q from the producer, get all media visuals such as print ads, tvc, radio commercials, brochuresq list what visual and emotional elements of their brand appear in this existing mediaq prioritize the list of elements (around 5 if po

3、ssible, shouldnt be more than this)q analyze the top priorities for their interactive potential (graphics that could be animated, sounds from the tvc that could be used as button clicks or background sounds)q from the producer, get the list of top level sections they would like to have (this basical

4、ly defines the fundamental scope of your navigation; and most often helps to define the initial site structure)q write down a guide of the site from the users point of view, track the same steps that a user would take, be sure and make your guide as efficient as possibleq write up the interactive cr

5、eative concept which includes (see next page):q the initial site map based on the original functionality briefq the path(s) that users most often will engage inq the fundamental look and feel based on the visuals provided and visuals to be addedq the fundamental interactivity (where to click, how to

6、 click, where do you go after you click)q deliver creative concept to producerq producer will seek approval from client, after approval move to the next step belowq prepare given materials for initial production (scan, record, edit content)q create initial visuals in web page (or color print) format

7、 based on all the information aboveq deliver initial visuals to producerinstructions from client for visuals (what are the restrictions that the client places on existing brand visuals; i.e. company colors, company sounds, company fonts):based on the site map and functionality elements, what are the path(s) that users most often will engage in:in a brief description, what is the fundamental look and feel of the site based on the visuals provided and visuals to be added:in a brief description, what kind of fundamental interactivity