i quickly discovered that one of the most useful survival skills for my job is gathering and maintaining a pool of references. from videos to images and (less often for me) music, sometimes simply pulling the right reference for the right brief is enough to turn a hair-tearing creative drought into hours and hours of writing when your fingers can't fly fast enough to catch up with your ideas.
i started maintaining a reference folder on my desktop shortly after joining bda. i was both amazed that my boss could so effortlessly cherry-pick and develop ideas from his seemingly bottomless pit of reference, and frustrated that he had had least a fifteen-year headstart collecting them. i figured if i was going to be useful to him, i had better start catching up.
anyway, today i found two videos in my stash that helped me write a pitch for the army (yes the army here is very media-savvy), something i usually detest doing, in the matter of a several hours. while both videos work on the idea of a missing element, a "what if" scenario that i found interesting, i'm happy to report my finished concept turned out to look like neither of the two! and my bosses liked it!
a quiet, mood and thought-provoking ad for fotoprix.
a hilariously vivid and very panicky (!) football promo for sky sports.
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