A Look Inside Amélie’s Creative Development Process

The creative brief is our bible

Cheryl Lyons

At Amélie, every word we write and decision we make is strategically motivated. We know using a creative brief is nothing new, but we craft each of our briefs on a whole new level. We believe the brief is the advertiser’s map, never to be underestimated. And the extended time and research we put into creating each one, proves worth it in the end.

Here’s a little example of how it works: When the Colorado Department of Transportation (CDOT) came to us to help them spread the message that “a few drinks can be dangerous”, we began by researching the audience. Our survey found that 70% of males, ages 21-35 think they are safe to drive after one or two drinks. Once we had both a goal and audience insight our team began to concept ideas that were hashed out in creative review meetings. Each round we got closer and closer to the final concept, which was then approved by the account team. The final product we presented to the client was the “A Few Brews” campaign. It used a social experiment to drive home the message that your BAC could be over the legal limit after a couple drinks, making it dangerous to get behind the wheel.

See how it went down in the video!

We never dive into anything until we’ve spent time making sure our creative brief is referenced every step of the process. Efficiency is key, and we’re not creative for creative’s sake. From initial concepts to execution, the creative brief is our bible. No matter how outlandish the work we present, the client is able to connect it back to the campaign goal and see how it will make a big impact.

We’ll make another guarantee: We’re passionate about our work, because we only partner with brands we believe in. This allows us to become fully invested in what we do each day. Consistency and accountability are always shown in the creative development process, and that is why we’re always proud to present our clients with the end product.

To find out how we can use our creative development expertise for your good works, contact us here.