How this creative director makes one of the most memorable pieces of marketing

Based on Alex Wilson, Executive Creative Director at Amplify producing marketing material is just like making everything else. It's about capturing (and holding) the attention of people. "You could inform using an entertainment lens" says Alex. "I discover that most people do not mind being sold or promoted so long as they're enjoying themselves."

Amplify is a top creative company that specialises in the field of experiential marketing. They create massive-scale experiences and campaigns for large brands, such as Playstation, Netflix, Levi's as well as many other. "We have the ability to create ideas that can be used in the world of all media types," Alex says. Alex. "Historically we've been known as a more brand agency which focuses on experiences, however, content was always at the our core of all we did."

We were able to speak with Alex to find out more about his process of creating as well as his views on the current landscape. Take a look at the highlights of the chat or watch the full video.

What's the name of the name of your North Star when it comes to creating videos?

"Our goal is to inform and entertain. One of the most significant benefits is videos-based content. You can create an engaging audience. At the end of the day, when somebody comes to us and wants to use the technology to accomplish something, we try to think of this particular moment as an individual scene, or canvas within a larger work of narrative."

What can you do to ensure you're creating something of quality? What's the one thing to keep you on track?

"Audience, always. Who we're talking to is crucial. Are you talking to them in the ways they'd like to be spoken to in the manner they want to be spoken to? You need to start by looking at the people in the audience. Then, you can determine how best to talk with them. You should also give your audience something of the value they deserve. Do not interfere with their experiences, but to enhance the experience."

What sort of material is right for the person you're working with?

"Whether you're seeking the most immersive television show, discover the most avid person who is a fan of the particular TV show on Netflix or even if it's bringing the world of a smartphone and breaking the norm of the retail industry to be in the forefront of revealing the most popular shoe, and the most recent game. The process begins with the viewer and eventually we develop the idea and how we present that concept into existence through a myriad of platforms.

We do not always want the same result. Naturally, we have client-specific requests and customers often have this in mind and that's where the cooperation, compromise and co-creation is derived from. lets you come up with the most efficient solution to your specific needs, even if it's not what you thought was going to be at the beginning."

What can you do to assess the results of your work?

"For we, it's all about "Did we tell the story authentically to the audience we intended it to be told Did it resonate with the audience we designed it for? It's all that we must know. Our agency is very involved with subcultures and different cultures. We have a fantastic department within the agency that concentrates on the cultural. We have, as an agency, been extremely close to that.

We try to work with people rather than directly broadcast to the audience directly. Instead, we invite them in to co-create and help us create the media and experiences so that the experience is enjoyable for them as well as their viewers. It's a complicated question about what success might mean, but if we made content that is well-designed and that's well-liked by viewers, that's a good victory for us."

What's the best advice you've ever received?

"My chief creative director, Jeavon Smith, said the phrase to me 'Ignore the background noise.' I believe that ignoring noise can be very helpful for all sorts of situations. It helps you focus upon what you're trying to accomplish as well as what others are doing to each to work together as there's a lot of distractions."

Which is your favorite ?

"Lots of individuals working in the studio and agency employ it in a number of ways. It's likely to be among the most talked about. Finding fresh talent can be a great chance for us. To be used for internal purposes it is important to discuss our work in the form of part of a portfolio. If we must locate an the source of our work or keep it recorded in a particular method, we have the means to find this."

This post was first seen on here