How to present creative 2017

How to
present
creative work
JOEL EBY / CRRNT

Introductions and set up for the day
How you present now (group exercise)
When and why presentations go south
Days before: setting up your story
Minutes before: practice and prep
Lunch
From ads to interactive: presentation formats that work
 
Putting it all together 
Presenting work: Hands on workshop
Q&A / Evaluation
10:00 - 10:15
10:15 - 10:40
10:40 - 10:55
11:00 - 11:40
11:45 - 12:00
Lunch
12:45 - 1:10
 
1:15 - 1:30 
1:35 - 3:35
3:35 - 4PM

Introductions 
& setup for the
day
10am - 10:15
1

A bit about Joel
20 years in Seattle creative community
Partner and Creative Director at CRRNT
Digital designer by trade, musician by hobby
@6trak on Twitter

Modular agency IP incubator Ventures Partner

Now you go
What does your neighbor do?
What do they have to present?
Who do they present to?
What would they like to get out of this?

How you present now
10:15 - 10:40
G RO U P E X E RC I S E
2

Build a presentation:
WHO IS YOUR
PRESENTATION
AUDIENCE?
1

When (and why)  
presentations go south
10:40 - 10:55
3

Seeing the
client as
someone you’re
supposed to
please.

Not getting up
off your butt.
Appearing
indifferent 
about the work.

Getting lost in
the story. 
“Where is this
all going?”

Explaining the
work seems more
complicated
than the work.

What is the inverse?
The work is clearly on-brief
The presenter knows the work (and the thinking behind it)
The presenter clearly believes in the work
The presentation follows the presenter
The presenter is taking you on a journey — story
It’s clear how the details support the idea

GATHER THE WORK
2

Did you bring something 
to present?

Days before: 
setting up your story
11:00 - 11:40
4

Preparation
Presentation
Two parts to 
every presentation

Days Before
Right Before
Presentation
We are here.

DAYS BEFORE: 3 QUESTIONS
Is is
on strategy?
1
Is it 
on brand?
2
Is it
compelling?
3

Is it on strategy?
D AY S B E F O R E : PA R T 1

PLAY MOVIE
(link: Peggy Olsen's pitch to Burger Chef)

What is this ad about?
WHO PRODUCT TAKEAWAY
Families Burger Chef
Restaurants
Restore the
family dinner
table
This is the creative brief.

Let’s talk about the
creative brief and getting
agreement 
on strategy.

The Takeaway: No sentence in a brief is more important.

(Blank) should (blank) (blank) because (blank).

(Audience) should (verb) (product) because (single compelling reason).

(Audience) should (verb) (subject) because
(single compelling reason).

(Marketers and creative people) should
(take classes) (at SVC) because
(you’ll learn from top working pros).

(Audience) should (verb) (subject)  
because (single compelling reason).

(Cafe customers) should (verb) (subject) because

(Cafe customers) should (buy) (subject) because

(Cafe customers) should (buy) (a Verismo system) because

(Cafe customers) should (buy) (a Verismo system) because
(you can have Starbucks lattes at home).

(Audience) should (verb) (subject)
because (single compelling reason).

(Active people) should (verb) (subject) because

(Active people) should (wear) (subject) because

(Active people) should (wear) (Timberland Boots) because

(Active people) should (wear) (Timberland Boots) because
(they will keep your feet totally dry).

(Audience) should (verb) (Subject) because 

(Star Wars fans) should (verb) (Subject) because 

(Star Wars fans) should (play) (Subject) because 

(Star Wars fans) should (play) (Battlefront) because 

(Star Wars fans) should (play) (Battlefront) because 
(it’s the most realistic way to play Star Wars ever).

(link: Battlefront Holiday Spot)

WRITE A TAKEAWAY
(Audience) should (verb) (Subject) because (single compelling reason).
3

Is it on brand?

What do you think? Are these on-brand?

PLAY MOVIE
(link: Nike: Game On World Spot)

DETERMINE 
BRAND  
CHARACTERISTICS
4

Is it compelling
creative?

Creative Standards 
Does everyone agree on what makes for compelling creative?

Is it intrusive?
Checklist for compelling creative

Is it intrusive?
Is it involving?

PLAY MOVIE
(link: Got Milk? Original "Aaron Burr" ad)

PLAY MOVIE
(link: Lexus: Print ad powered by iPad)

Is it intrusive?
Is it involving?
Is it emotional?

PLAY MOVIE
(link: Designed in California by Apple)

PLAY MOVIE
(link: Google 2011 Superbowl Ad)

Is it intrusive?
Is it involving?
Is it emotional?
Is it leave an impression?

PLAY MOVIE
(link: Hotwheels 3D Projection Mapping)

Is it intrusive?
Is it involving?
Is it emotional?
Is it leave an impression?
Is there a clear idea?

Checklist for digital work
Does it stand out from its own category?
If a redesign, is it improved on what came before?
Does it accomplish its purpose within its ecosystem?
Have all of the important contexts been addressed? (Mobile vs desktop)
Will the work hold up under real world conditions?

“The content needs to be bitesized”
“We need sharable moments”
“It needs to be simple. Our customers are busy people.”
“It has to be one thing above all: FUN!”
“It needs to inspire moms to buy”
Checklists can be unique to a
client or speciﬁc to a creative brief

Getting Executional: Digital Checklists
Usability Consistency

Is all ambiguity removed?
What’s the takeaway for each screen?
Where does it live in the “ecosystem”?
Is the intended communication and emotion achieved?

Is the hierarchy clear?
Is it designed in sync with the technology?
Is it designed with the client’s screen size in mind?
Is there a “system” to the design?

DETERMINE
COMPELLING
CREATIVE GOALS
5

Minutes before: 
practice and prep
11:45 - Noon
5

What to do before you show the work.

Review the brief and post the takeaway sentence
The presentation part: debrief & ground rules

Set the stage

Set the stage
Give the audience an on-screen or printed agenda and ground rules

Setting ground rules for a review
Ask them to hold comments till the end
Let them know not to bother with comments  
if they don’t feel we’ve satisﬁed the strategy
Ask them to consider: does it meet objectives?  
Will it be well received by the audience we’ve identiﬁed?

MINUTES BEFORE: 3 THINGS
Audience,
environme
nt& team
goals
1
Rehearsing
&
anticipatin
g objections
2
Presenting
from a
position of
authority
3

DETERMINE THE
AUDIENCE
CONTEXT
6

Audience,
Environment,
Team & Goals
M I N U T E S B E F O R E : PA R T 1

Who are you talking to?  
Where will it be?  
What do you want to accomplish?

People like stories.
People like stories about 
themselves more.

Understand what makes them tick
Don’t assume they can see what you can see
Be the tour guide
Ideas before executional details
Focus on the right kinds of details
Making the story about them

“We’ll run the
headline and hero
image through the
gutter and tighten
up the kerning.”
“The headline is a
bold statement
and sets the tone
for the page.The
details are then
easy to read.”

So, how will you know what kinds of details will
resonate with the audience?
Learn about the audience ahead of time.

If they’re repeat clients, get to know them (coffee, email,Twitter etc)
What keeps them awake at night?
Are they up to speed on this project?
What’s their mood?
Ask yourself this question: how can I help?
Learning about the audience

Next, determine where you’ll be presenting,
who (on your team) will be presenting
and the presentation goals

Have you seen the space and tested the AV?
Learning about the environment

Do you know where you’ll stand?

Stand 
here
Don’t sit
here

Do you know where you’ll stand?
Do you know how much time you have? (Don’t use it all)
Think about differences between live and remote

Do you know going in who will say what?
Have the best presenters present
Appoint an emcee and stick to the script
Team sport: everyone supports everyone, no matter what
Try to determine an advocate on the audience/client side
Learning about the team

How will you know if your presentation was successful?
Ask yourself what a successful outcome looks like
Prepare to break down resistance by interplaying negative with positive
Determine the presentation goals

I have a dream
that one day this nation will rise up and
live out the true meaning of its creed. We
hold these truths to be self-evident that
all men are created equal.
I have a dream
that one day out in the red hills of
Georgia the sons of former slaves and
the sons of former slave-owners will be
able to sit down together at the table of
brotherhood.
I have a dream
that one day even the state of
Mississippi, a state sweltering with the
heat of oppression, will be transformed
into an oasis of freedom and justice.
I have a dream
that my four little children will one day
live in a nation where they will not be
judged by the color of their skin but by
their character.
I have a dream today
we will be able to hew out of the
mountain of despair a stone of hope.
“I Have a Dream” speech,  
mapped on a Sparkline

Rehearsing &
Anticipating
Objections

Don’t wing it. Ever.
Practice, practice, practice

Don’t wing it. Ever.
Bring in a devil’s advocate to poke holes in your  
presentation and work.
When you consider and counteract opposing arguments,
you strengthen your own argument.
Practice, practice, practice

Presenting 
from a position of
authority

PLAY MOVIE
(link: Amy Cuddy:Your body language shapes who you are)

(link: Steve Jobs reveals the iPhone in 2007)

From ads to interactive: 
presentation formats  
that work
12:45 - 1:10
6

Do you know what your goal is for today?
Are you showing just one execution, or more than one?
Do you know which one you recommend?
Are you presenting a high level idea, or a ﬁne-tuned execution?
How are you going to demonstrate interactivity?
First, set the context for  
what you need to talk about

The prototype
The Story Map (link: James Buckhouse of Twitter)

The prototype
The Story Map
Illustrated diagrams

YOUR APP TODAY
Custom experiences 
not connected to games, users
or other titles.

MULTI-LAYER MODEL
Built on top of the network
as a foundation.
An unlockable player’s guide
for key titles.
A set of documented,
skinnable shared tools across
microsites.
A custom, interactive
marketing experience.

MULTI-LAYER MODEL
Built on top of the network
as a foundation.
An unlockable player’s guide
for key titles.
A set of documented,
skinnable shared tools across
microsites.
A custom, interactive
marketing experience.
Dashboard of connected
game-to-web, web-to-game
and social conversation from
network

The prototype
The Story Map
Clickable prototyping

PLAY MOVIE
(link: Principle for Mac)

The prototype
The Story Map
Keynote Magic Moves / Animations

The prototype
The Story Map
Annotated documents

Sounders iOS7 Redesign | ROUND 1
“Sounders Now”
the home screen
Navigation Roster Player Card Schedule
Dynamic Home: “Now”
The default location of the app. Also called “Sounders Now”
as it will always summarize what’s important now in any
instance, leading you to more/all of the relevant content for
the time and place the user is in.
!
Goal: Increase contextually relevant content on the app’s
default screen.
3
2
3
Background graphic  
To be updated throughout season to keep the app lively
through a config file. (Prepared images would ship with the
app). 4
2
Scoreboard Hero  
Large presentation of the current match situation.
4
1
1
Dynamically contextual content  
This screen will summarize the situation at a glance, and
provide easy gestural access to the depth of “all” relevant
content. This example shows in-match.
2
Root level navigation access  
This button accesses the main navigation of the app from any
root level screen.
5
2
Down carrot to indicate more content  
Simply scrolling down will reveal more relevant content to the
match situation.
5
6
2 Easy to find audio control6
Scrolling down
Each instance of the “Now” screen will provide a relevant
recap of the situation based on accessible API calls.
1
1
Visualized stats  
The top stats of the match are presented and visualized. Goals,
cards and possession %.
!
Users can scroll horizontally through the stats of the match.
Scrolling down
Each instance of the “Now” screen will provide a relevant
recap of the situation based on accessible API calls.
1
1
Play by play  
The latest 3 plays of the match are presented in a
timeline format.
!
NOTE: Current ScribbleLive feed does not separate
time markers from post.
2
2
Pull to refresh / Release to explore  
The user can continue to pull the content at the end
of this list to see more. The app will guide them to
the appropriate place for “more” — during a match,
it will go to the Match detail. In the offseason, it will
go to “News” etc.
!
A text label tells them where they’re off to before
they commit.
!
This shows intended functionality. An initial app
build will contain a basic label/button to link user to
the next section. As time and QA cycle permits, this
feature will be modified for gestures.
Sounders: iOS7 Updates
DIFFERENT MATCH STATES
Off Season
Pre - Season
Pre - Match
Off Season
Season starts in only
114 Days
In Season
Pre - Match Match Time
Pre Season
(less than 24 hours)
Pre - Match Post - Match
(lasts 24 hours after game is final)(lasts until game is final)
(lasts from previous match
post-match to match time)
Ticket Info Add to Calendar
SuperDraft Interview: Jimmy
Ockford
1/8/14
2014 Second Round SuperDraft
Selection
1/8/14
ClintDempsey “@PlayerImages: #USA -
@clint_dempsey pic.twitter.com/M4kyOlBm0V”
that's what's up
15 minutes ago via Twitter
View More
Season Countdown
View More
Match Preview
VS
07/25/2014 7:00PM Seattle, WA
SOUNDERS RAPIDS
15:24:21
COUNTDOWN
Match
Ogbafemi Martins
Goals
Cards
View More
VS
SOUNDERS RAPIDS
34:14
COUNTDOWN
3 0
0:14
Mamadou Danso
58% 42%possession
PLAY BY PLAY FEED
PLAY BY PLAY FEED
PLAY BY PLAY FEED
Match Recap
Ogbafemi Martins
Goals
Cards
View More
VS
SOUNDERS RAPIDS
FULLTIME
PK (4-3)
3 1
0:14
Mamadou Danso
PLAY BY PLAY FEED
PLAY BY PLAY FEED
PLAY BY PLAY FEED
07/25/2014 7:00PM Seattle, WA
News Page
iOS Fold
VS
07/25/2014 7:00PM Seattle, WA
SOUNDERS RAPIDS
MLS MATCH MLS MATCH MLS MATCH
Ockford
1/8/14
Selection
1/8/14
that's what's up
Ockford
1/8/14
Selection
1/8/14
that's what's up
10 - 4 - 2W - L - D
Latest News
Latest News
Latest States
Latest News
View More
KING 5 KIRO Radio Stream
The many states of “Now”
through the soccer season
Navigation
Swiping left, or hitting the main nav button will reveal this
main app nav. Icons accompany main content based areas.
2
11
Now: Dynamic label  
This nav point will always point to the “Now” area (home). The
label will modify based on current situation (ie “Match” vs
“Recap” or “Preview”)
3
2
Depth  
The most recent screen visited zooms backward to reveal
adjacent navigation options. The nav content may animate
from the foreground to rest in its backward position to
heighten the sense of movement and depth.
3
Functional buttons 
App areas based on function rather than content will be
treated below as buttons.
Roster
11
Switcher  
To be integrated pending appropriate API structure (currently
unknown). Sort by player name or player number.
2
2
Last name first  
The players last name is the hero for each cell. This enables the
design to increase the presence of the player name while
accommodating most any name length.
Roster
11
Switcher  
To be integrated pending appropriate API structure (currently
unknown). Sort by player name or player number.
2
MLS API provided images  
These NY Red Bulls examples are cropped into circles top-
center to illustrate the design implementation for this app.
2
3
Last name first  
The players last name is the hero for each cell. This enables the
design to increase the presence of the player name while
accommodating most any name length.
3

Dynamic Home: “Now”
The default location of the app. Also called “Sounders Now”
as it will always summarize what’s important now in any
instance, leading you to more/all of the relevant content for
the time and place the user is in.
!
Goal: Increase contextually relevant content on the app’s
default screen.
3
2
3
Background graphic  
To be updated throughout season to keep the app lively
through a config file. (Prepared images would ship with the
app). 4
2
Scoreboard Hero  
Large presentation of the current match situation.
4
1
1
Dynamically contextual content  
This screen will summarize the situation at a glance, and
provide easy gestural access to the depth of “all” relevant
content. This example shows in-match.
2
Root level navigation access  
This button accesses the main navigation of the app from any
root level screen.
5
2
Down carrot to indicate more content  
Simply scrolling down will reveal more relevant content to the
match situation.
5
6
2 Easy to find audio control6

The Story Map
Axure wireframes - live prototyping
Annotated documents
Takeaway/tear sheet
The prototype

ROUND 3 - SIP INTO SUMMER REVIEW
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

ROUND 3 - SIP INTO SUMMER REVIEW
Previous Round Feedback Feedback we’re looking for
Schedule
Must have final stakeholder approval by
Tuesday at 2pm.
Run all feedback through Julie -
julie.friedman@popagency.com
Final refinements to textures
Copy approval from legal team
Iconography edits from design team
> Colors too washed out
> Hierarchy of messaging needed to adjust
back to original
> Give Thursday an extra color splash
> Refine the type - more hand drawn authenticity
> Adjust offers to reflect latest matrix

Show it as large as you can, always
Simulate “scrolling” visually
Showing digital work in context

Mock it into device context

Make it real with PSD Mockups

Make it real with PSD Mockups
Use “zoom” to establish the idea/context and then the details
Show it on an actual, physical device

Join.me, GoToMeeting, Skype
Presenting without being in the room

Join.me, GoToMeeting, Skype
Keep a realtime monitor for screensharing
Set it up—and test it—10 minutes beforehand
Have a PDF ready–with page numbers–as a backup
Do not review motion remotely
Post a Quicktime of motion demos post-meeting
Presenting without being in the room

Order fork-food at lunch
The 10 minute sales pitch
PDFs on a tablet in the lobby
A compadre to take notes
Practice demonstrating with a whiteboard. (Bring your own marker)
Presenting in irregular scenarios

PLAY MOVIE
(link: UPS Whiteboard ads)

Putting it all together
1:15 - 1:30
7

Assume the power pose (and power mind set)
Step by step

Step by step
Assume the power pose
Set the stage with the audience and context
Explain what they’re seeing

We see a close-up photo
of a young guy wearing a
t-shirt.
He’s wearing his
seatbelt.
The seatbelt is covering
up some of the words.
The copy reads, “Buckle up.  
Stay alive.”
Here’s a small
Province of Quebec
logo.

THE IDEA
THE DETAILS /
EXECUTION
We see a close-up photo
of a young guy wearing a
t-shirt.
He’s wearing his
seatbelt.
The seatbelt is covering
up some of the words.
The copy reads, “Buckle up.  
Stay alive.”
Here’s a small
Province of Quebec
logo.

What if you’re presenting complex digital work?
Thumbnail-to-detail ﬂow - show a “quick tour”
ﬁrst to communicate the big idea
Detail depends on client/audience, time, round
of review
Give a tour of how it all works as a user story

Step by step
Refer back to the takeaway and explain how this solves the business problem

Step by step
Use your checklist to explain why this is compelling creative

It’s intrusive, because of
the big splash of red
It’s involving because
you have to ﬁgure out
why the second set of
years is covered up
It’s emotional because
it’s about preventing
death
It’s a “makes an
impression” because
it’s so simple, yet so
strong

Step by step
Explain why it is on-brand

Explain why it is on-brand
Ask for feedback. Do not ask,“what do you think?”
Step by step

Other ways to ask for feedback
“That’s our work.We believe it’s on brand, it ladders up to the strategy,  
and it’s a compelling idea. Do you agree?”
“If you put your ‘audience glasses’ on,  
does this make you want to take action?

Days Before
Right Before
Presentatio
1. Concept maps to brief and takeaway statement
2. Work is on-brand
3. Creative is compelling
4. We know the audience, venue, team, and goals
5. We’ve rehearsed and anticipated objections
6. Review the brief
7. Set the stage; remind us of the audience
8. State the ground rules and goals
9. Determine best presentation methodology
10.Assume the power pose
11. Explain what we’re seeing
12.Reference the brief and takeaway statement
13.Explain why it’s great creative
14.Conﬁrm that it’s on-brand
15.Ask for feedback

MAKE AN
OUTLINE 
OF YOUR
SHOWCASE
7
LIST  
OUT 
POSSIBLE 
OBJECTIONS

Now you try: 
Hands on workshop
1:35 - 3:35
8

Choose a piece or project to present
Write a takeaway statement (5 minutes)
Plan a 5-minute presentation
We’ll practice and critique one another
(90 minutes)

Shoot me your questions: joel@crrnt.co
The end? Not exactly…

How to present creative 2017

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (15)

Similar a How to present creative 2017

Similar a How to present creative 2017 (20)

Último

Último (20)

How to present creative 2017