How to Read a Creative Video Concept

We have one rule: without agreeing on an online meeting, we don't create or send out creative video concepts.

Here's why: if you order a video less than once a month, it's not always possible to understand the concept correctly right away.

A concept is always a set of examples and a creative framework described in text.

For example, in this project the creative framework is: "The factory's story is told by three characters, with transitions between characters happening through a board with photographs."

I'm sure if 10 people read this concept, we'll get 10 different interpretations.

Everyone will understand the three characters' storytelling differently (monologue to camera? voiceover? interview?) and the transition through the board (animation with graphic photographs? camera flying through photographs?).

Add to this the uncertainty within the brand about the advertised advantage or an unfinished slogan — and that's it, confusion is guaranteed.

But even if you understand everything, don't expect that your head of marketing, who will read the presentation after you, will do so thoughtfully.

The best solution is a call and honest discussion of the concept by all teams at once: marketing + creative.

Trust me, every concept presentation raises tons of questions, without which the final idea wouldn't be understood from dry text alone.

And it's not because we're such poor writers — this is how creative perception works even in global international projects.