The goal of the creative director's method is to develop unforgettable marketing material

Based on Alex Wilson, Executive Creative Director of Amplify the process for creating marketing-related content is exactly like creating other types of content. The goal is to grab (and maintain) the attention of viewers. "You are able to inform people using your lens that is entertainment," Alex says. Alex. "I believe that consumers aren't attracted to being advertised or targeted, if they enjoy the item."

Amplify is a multi-award-winning creative agency that focuses on experiential marketing. They create massive, multi-faceted and large-scale events as well as experiences for big companies such as Playstation, Netflix, Levi's and many more. "We can bring innovation to every aspect that media is concerned," Alex says. Alex. "Historically we've been known as a brand-focused agency focusing on experiences, however content has always been the central element of our work."

The pleasure was having a conversation with Alex to get a better understanding of his process of creating ideas and his thoughts regarding the current market. Have a look at the topics he mentioned during our discussion and watch the video interview that follows.

How do you find you North Star when it comes to creating videos?

"Our goal is to educate and also to entertain. That's one of the major advantages video media provides. It can accomplish this through the enthralling of a huge public. If someone comes to us and wishes to utilize technology in the process of achieving what they wish to accomplish, we see the event as one that's a single scene that constitutes a an element of a bigger process of storytelling."

What are you able to achieve to ensure your work is of top quality? What are you able to do to keep on the right track?

"Audience, always. What we're saying to whom is vital. Are you communicating with them in the ways you'd prefer to see them handled, and as they would like to be treated? Begin by chatting with the people on your table, and think about what you could do to best communicate with the people in front of you. After that, you'll be able to bring your expertise. Be sure not to hinder their work, however you must enhance it."

What kinds of information will be useful for this specific customer?

"Whether you're looking for the most immersive television show available that will entice the most passionate person to tune in for a new TV show that is streaming on Netflix and whether or not it's primarily about creating a mobile-focused space, as well as challenging the established notion of what retail environments can be, or to show off brand new sneakers or games that are unique. The work we do begins with the viewers, and the next step is to present it on a multitude of different media.

We are not looking to create identical results. We receive a lot of requests from our clients often end up with the same issues, and it's the reason why this collaboration in co-creation, compromise and collaboration originates from. We'll help you discover the best solution, even if outcomes aren't what they imagined it would be."

What can you do to assess the efficacy of your efforts?

"For us, we're concerned with "Did we convey the message in a manner that's authentic to the audience that we wanted it told to? This is the most important thing we have to be thinking about. We are often working in a variety of subcultures and different cultures. The department is fantastic within our company that researches the cultural aspects of the area. Our company is always and will always be immerse into the culture of the region.

We aim to work with our fellow citizens rather than broadcasting to viewers directly. Instead, we invite viewers to work in creating our content and the process to ensure that it is enjoyable for both them and the viewers. It's not clear of what"success" is, however when we've created material that is well-liked by the viewers, that's an amazing achievement for us."

What's the best advice you've received?

"My chief creative director, Jeavon Smith once stated to me "Ignore all background sounds.' I believe that not paying attention to background noise can prove helpful for different scenarios. This allows your mind to be focussed on what that you're working towards and the service your colleagues provide and also to collaborate as there's an awful lot of distractions in the background."

Which is your favorite ?

"Lots of staff members at the studio and the agency make use of the concept in various techniques. The power of creativity is one of them. The discovery of new talents is one of the greatest opportunities we can have in this regard. When it comes to internal use, we take a look at what we've done at least to show the results of what we've accomplished. When we need to refer to our work within this report, write it down so that it allows us to come back and review the project."

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