You get a script and a brief sent to you, can you tell us your creative process for translating this into visual storytelling?
I always consider the origin of the idea, the fundamental reason that this brief exists. What are we communicating? What theme, question, emotion, what opportunity are we presenting to our audience?
I then think about how we can make this idea both local and global, something that the audience can relate to, a moment, thought or action that people across the globe can identify with.
I will then consider a visual identity that will make the piece unique, something that is pushing the boundaries for the brand or client. This visual approach is the special sauce and something I spend a lot of time thinking about, but also a part of the process that I try not to question when I arrive at an idea. I trust my instinct at this point. I usually present a couple of visual concepts at this point, in order to align with the brand or client and land on something they feel equally passionate about.