That Times Square billboard for your favorite Broadway show has likely been months, if not years, in the making. It all begins in a creative agency’s art department with meticulous research, thoughtful concept development and good ol’-fashioned paper and pencils. Here’s how our agency approaches every project.
1. Research and ideation
We start by scouring any and all supportive elements we can find — everything tangentially related to the show from the source material (whether the property is based on a book, film or actual events) to interviews with the show's creators and producers, from the script to rehearsal videos. Even the smallest detail can spark an entire campaign. During our initial conversation with the clients we listen, take notes and clarify. For example, we might ask the client, “When you said ‘sensual’ and ‘expensive,’ are we envisioning a black-and-white Calvin Klein ad or a lush golden-hued Dolce&Gabbana layout?”
Following this collaborative process, the art department convenes to outline three key lists:
