From the course: Integrating Generative AI into the Creative Process
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Using AI to dramatize the benefit
From the course: Integrating Generative AI into the Creative Process
Using AI to dramatize the benefit
When I started out in advertising, I was told that the job of a creative was to dramatize the benefit. That's right. Make it bold, make it big, make it memorable. And a great way of doing that is to take things to their extreme. You can either do that by applying logic or illogic. So logically, a car with incredible fuel economy would mean fewer stops to refuel. That's the simple, straightforward part, and you could find lots of interesting ways to visualize that. But let's take a turn to the wild side. If you take it to the illogical conclusion, you can show someone forgetting where the fuel cap is because it's been so long since they've had to use it. Now that's fun and it makes me excited to work on it. The illogical conclusion is all about taking your thinking into cartoon land. And I mean, who doesn't love a little bit of Wile Coyote from time to time? To help you explore the logical and illogical conclusions, I've written a prompt. There's no surprises there. Just describe the…
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