Strategies for creating innovative frameworks from a dazzling director duo

The annual conference for video marketing, Outside the Frame, brings together creatives and experts from all walks in the field of creating video content to share their wisdom and experience.
This year, we had the pleasure of welcoming New York-based director pair rubberband composed of Jason Sondock and Simon Davis at the video stage. We'll look at how their creative frameworks result in video content that is used by the likes of Air Jordan, Apple, Chanel as well as many more.

Three fundamental rules to create your most effective work

To use rubberbands, there are three key strategies that you must remember before you embark on significant progress.

1. Simple is best.

Whatever the size of the project, always return to the basic idea. Adhering to a simple essential notion and tone could make the most out of your video marketing efforts.

That means you'll be able to communicate and present the concept that is the basis of your film, even when the production or visuals are more difficult. Most people can appreciate things that are easy to grasp.

2. Make sure you speak in the way you'd like to be treated

No matter what the subject is be respectful to your guests or show disrespect to them.

Be aware of the way people would like to be heard and listen to your intuition. The reports and statistics are only able to tell you only so much when they are not contextualized.

3. Create work you'd like to be able to view.

It is important to create work that interests you. Even if you're creating advertisements doesn't mean it must be lacking in artistic flair.

Don't be afraid to push boundaries and try to be a little edgy -- if that's where your intuition is leading you, then trust your gut.

"The barometer for quality work is your own."
  Jason Sondock, director

Work outside your comfort zone

People can get easily fatigued through watching work in a muted manner like the rest of the world however a stream of unorthodox energy that is channeled well will get them moving again.