HOW TO MAKE IT IN A TOP STU­DIO

Se­nior de­signer Amie Her­riott and de­signer Greg Dea­con share some pro ad­vice for their peers

Computer Arts - - Video Insight -

1 Spend time with the brief

“Dis­sect it. Pos­si­bly re­write it,” is Amie Her­riott’s ad­vice for deal­ing with a brief. She rec­om­mends start­ing with a blank sheet of pa­per, and al­though thor­ough re­search is es­sen­tial, she adds that the best ideas can come when you give your sub­con­scious time to di­gest your thoughts:“Of­ten I’ll be cy­cling home from work, or on the tube.”

2 Work from a core thought

“We tend to work from a mis­sion state­ment at the start, which is purely words, and then build around it,” re­veals Greg Dea­con. “It’s a bit of a short­cut in that as­pect.”

3 Stick work on the wall

“There’s no point hav­ing a small idea sat in a cor­ner of a jour­nal,” in­sists Dea­con. “Ev­ery­thing here goes up on the wall. Great ideas have come from some­one go­ing into the kitchen, di­gest­ing some­thing and then hav­ing a con­ver­sa­tion across the desk.”

4 Talk to your cre­ative direc­tor

“Cre­ative di­rec­tors are not these big, scary peo­ple that you have to book in meet­ings with and be too for­mal with,” says Her­riott. “Try to get as much face time as pos­si­ble.”

5 Get stuck in

“If ever you’re work­ing with a dig­i­tal part­ner, get stuck in,” says Her­riott. “It’s too easy to just hand it over and al­low the spe­cial­ist to do their job, but it al­ways helps to have a greater un­der­stand­ing of what’s pos­si­ble.”

6 Go to the fo­cus groups

“We al­ways try and get along to fo­cus groups so we can see first-hand what peo­ple are say­ing, be­cause some­times there are sur­prises there,” re­veals Her­riott. “It’s in­ter­est­ing when you’re so deeply en­grained in a pro­ject to see the peo­ple who are just that one step fur­ther.”

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