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Lesson 19/22
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19. Workshop: Briefing
Joined by four of the top creative graduates from the previous four years: Joanna Nicoll, Lara Mortimer, Rianne Jones and Steve Garnett. In two teams, these creatives were given two briefs and asked to produce a pitch using the three principles.
Introduction
8 min
1. The challenge of selling ideas
3 min
2. About your teacher
3 min
3. Overview of the three principles
Principle 1:
Inciting Incident
4 min
4. Avoiding obscurity
4 min
5. What is the inciting incident?
17 min
6. Constructing the inciting incident
8 min
7. Two types of conflict
2 min
8. Passion and unchecked passion
4 min
9. Conclusion
Principle 2:
Context
4 min
10. Bridging two worlds
8 min
11. Creating context
2 min
12. Reasons not to buy
2 min
13. Conclusion
Principle 3:
The Surgeon
4 min
14. Why a surgeon?
6 min
15. Traits of the surgeon: part 1
4 min
16. Traits of the surgeon: part 2
3 min
17. Conclusion
Principles in Action
10 min
18. Case study
2 min
19. Workshop: Briefing
10 min
20. Workshop: Group 1 – ‘Impossible Foods’
9 min
21. Workshop: Group 2 – ‘Peloton’
Summary
3 min
22. Selling Ideas
Email
LinkedIn
