malin bengtsson

Quick Briefs

What: Assignment for GRAP2311 Creative Advertising at RMIT University

When: 2022

Client: Chobani; Gorilla Glue; Spriggy; Spirit of Tasmania

Target group: See rationales

Objective: To come up with creative ad concepts in response to "quick briefs"

Process: While taking this course, during part of it we were given one quick brief* a week for a month. We would then get a week to come up with 3-4 responses to these that would be shared with the class for feedback. I approached the task by aiming for quantity, which was achieved by sketching thumbnails based on any relevant ideas I had, no matter how bad. Out of these I'd then narrow it down to the ones that actually met the brief, and eventually single out the ones that had the most potential (with a bit of help from my tutor). The final hand-in for the assignment was a finalized scamp** plus rationale for each brief.

Challenges: Brainstorming past the predictable ideas. Key to tackling this was lots of sketching, in order to get a substantial amount of ideas to choose from. Also spent a lot of time brainstorming how to dramatize the proposition, as well as paid great attention to the feedback I got from my tutor.

*The quick briefs themselves not included on this page as the rationales explain them

**Scamp: a quick and rough sketch of a design idea; not a final product but rather a way to visualize and organize ideas