It all begins with an idea.

Words really do matter, and the fewer the better. Simplicity is key. You should be able to paint a picture in the mind of your reader without drawings or photos. And writing is rewriting.

Training in graphic design, visual psychology, and motion picture writing is key to good creative today.

You must have an understanding of why a specific image works, why a digital ad is best placed in the upper left or lower right of the screen, and why an audience member responds to a specific visual because of color, depth of focus, framing, and more.

How the public feels about your business and its mission is important. So is good communication. It doesn’t matter how good your idea is, how your product looks, if you can’t sell it to a client, the idea is worthless. You have to be able to explain the “why” behind the idea.

A seasoned producer needs to have focused expertise in all phases of video production in today’s advertising market and an understanding of how it affects the outcomes at the national, regional and local advertising spaces.

Today visual content is king. You can give five directors the same script and you will come back with five different projects and only one will be great. The right director will know how to tell the story in the right way.

This is where the real storytelling begins. Where writing is the blueprint of where you want to go, in post production you hone the story and find all the gems. It is the opportunity to turn a great idea into a brilliant one.