Production Team Interviews: Creative Director/Graphic Designer Maria Haro

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From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

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IE Business School

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

39 ratings

There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client. In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!

From the lesson

The Production Plan and the Creative Pitch

In the 4th and final week, you will take your creative concepts and put them into action! You will sit in as Brian interviews various members of a production team and learn what each one's role is, the ways they prepare for a shoot/filming, and the use of mood boards in this process. You will then learn how to make a Production Brief and how to present it to your client. Finally, you will take all you've learned the past 4 weeks and combine it to make your final Creative Pitch Deck.

From Concept to Production2:01

Defining the Brand Through the Production Team2:30

Production Team Interviews: Creative Director/Graphic Designer Maria Haro5:02

Production Team Interviews: Stylist Isabel Ottino8:41

Production Team Interviews: Art Designer Adrian Tai8:05

Narrative: Presenting the Production Plan to the Client6:03

Meet the Instructors

Brian Hallett
Associate Professor
Master in Visual and Digital Media

So Maria, thanks. We're back with you again.

I promise this is the last question I'm going to ask you.

So Maria, as a creative director but also as a graphic designer,

how do you tell the brand's story through images?

Now obviously, there are many different elements or many different tactics.

We're sort of focusing specifically on image-making.

So as a graphic designer,

how do you tell the story through images?

What is the thought process you go through?

You know every process is different.

And as a graphic designer, it's a very intangible thing to explain.

It's a series of responses of information.

So specifically, if you're working in a concept,

you do have in front of you how the other brands are executing their concepts.

So you [inaudible] are going to try to find a different way to do it.

Depending on the tone,

you decide if it's going to be photography,

if it's going to be illustration.

Sometimes, you're focusing on

the typography and you try to tell the story with typography.

Currently, I'm trying to look for other ways to

execute other than just photography or illustration.

There's many plastic ways to express an idea.

You could do it through a sculpture.

You could do it through just typography like I said.

The kind of place to go usually is photography,

but we're trying to break that and we're trying

to open up to different ways of execution.

But it's a process that is very intimate and sometimes,

you don't know when you're making choices. It's like life.

You make the choices that you think are going to be best,

more fun, more unique.

And the goal really is to create something that nobody has seen before.

So if we speak specifically of photography,

when you're creating a brief for a photographer,

what are those elements that you might communicate to

the photographer about how you want to

create the look and feel according to the story that you want to tell and going

according to the brand positioning and the concept?

So the process goes first,

you choose a photographer that you think can

achieve and can get the the story that you want to tell.

And you choose the photographer because there's a specific style that they have.

And, you know, it's a conversation,

it's a collaboration process.

So in my case, I don't really dictate anything.

I just showed them the concept.

What do I want to communicate and then I ask back for ideas from them.

So for me, the photography is part of the process, another creative.

But on the execution of the images,

I don't think that way anymore.

I don't think about how am I going to execute this image.

I think about how I want to communicate the idea.

For example, in the case of Tok Tok,

if it's about street food,

what I have in my head is not an image but maybe sounds and fast pace.

So probably, image is not the right way to build a campaign for them. It is a video.

That's a great point.

And what we've been thinking about doing is actually doing both photography and

video because we can actually shoot a making-of-video of the photo shoot,

but design that in such a way that we create branded content.

In other words, where we have

branded content that would be on social media that would be showing,

as you say, the sounds and that sort of chaos that we want to show.

But that would be more through the video part.

So, if I were the photographer,

what would you suggest to me to do to convey those sounds that you hear?

So, probably if we can moving image.

You can actually capture fast pace in a photography.

I will ask you to do that and I will also ask you to do something very

editorial that looks kind of like unedited.

So, it's like a picture that is took fast on the street.

It is a good picture but conveys the speed of what fast foods really conveys.

Fantastic. Thank you so much Maria.

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