One of the best ways to make sure a video fits a client’s needs is to start with a range of ideas, then narrow them down till we find the right one. I could write about this in the abstract all day, but I think the best way to understand concept development is to walk through an actual example.
Let’s start the same place our creative team starts – understanding the client. Bucher + Suter is a software developer for the telecommunications industry. Their software helps call centers route calls and integrate with new technologies like mobile devices and social media. There is a complicated infrastructure that supports all this, and Bucher + Suter needed help simplifying their message and explaining their tech. Enter the dvi group.
When we had our creative meeting, we had one major goal in mind: keep it simple!
The first concept is a very kinetic, motion graphic oriented approach. Simple graphic shapes, integrated text, and snappy transitions. We use universal symbols and graphic metaphors to simplify complex ideas into digestible pieces.
The second concept uses elegant organic shapes and a softer touch. Thin, soft threads connect different technologies and different people. These threads form characters and images which then become organic 2D animation pieces that tell the client’s story.
Each of these concepts have advantages and disadvantages, but by presenting a range of options to the client, they were able to see the full breadth of our capabilities. That is why the concept board phase is one of the most exciting times for us – as client’s see what we are capable of creating for them, they start to think about the project in new ways, and imagination really starts moving into third gear.
So which concept did they go with. If you watch the final video you will see that the third concept was a heavy favorite, but they also took aspects they liked from the other two concepts and integrated them. That’s the beauty of the concepting stage. Nothing is locked down yet, and clients can pick and choose pieces that they like and don’t like.
So how did we get from this concept board to the look of the final video? Well, that’s a story for another post.