Here at DVI we can’t get started unless we have one, and we won’t rest until we get it.
But where do great ideas come from?
Each video we make has a detailed creative process. First we have a creative roundtable. We throw out ideas. Sometimes they flow easy, like a spigot. Sometimes they require hair pulling and fisticuffs. But eventually, the best concept rises to the top. That’s when the fun starts.
For the Audio-Technica spot, it started with a single great idea. “A guy is brought back to life by the liberal application of Audio Technica Headphones. Dance party ensues.”
We layered that great idea with other great ideas. Suzanne brought the dancer, Marquese “Nonstop” Scott. She had seen a home video of him a couple of weeks earlier and thought he’d be a good ER patient (and a better dancer).
Next we came up with the idea of screening out any silliness – we made it serious, like a real emergency. Next came the ideas of using the headphone pads as a defibrillator and making the convulsion from the electric shock turn into the beginning of a dance. Lenny had the great idea of coming up with an original track that incorporated ER noises (pings, clicks, monitors) into the music. When it came time to edit, Matthew had the great idea to cut it together like a music video.
Once we stuck all these great ideas together and finished it off with some special DVI sauce, we had a fantastic video that was even more than the sum of all our own individual ideas.
So, to answer the question, “where do great ideas come from?” They come from the DVI group.
If you want to see our great ideas manifested, check out Audio 911.