One product, four arguments

One product and a budget usually produces the same ad four times with a new photograph in it. That is faster and it looks like a campaign. It also reaches one person four times with one sentence.

The real job is harder. Work out the distinct reasons somebody buys this. Then build a piece for each reason.

03The innovationThe angle for each audience, mapped to the problem it answers

Four reasons, four pieces

The first argues from the moment of use. The claim sits beside a body mid movement. The second argues from the object and answers what the shoe is made of in detail crops. The third hands the argument to a customer. The doubt it meets is whether anyone else believes it. The fourth makes the durability claim with the sole of the shoe instead of an adjective. None of them is a variant of another. Each answers a different objection.

04Storyboard and productionThe hook and the scroll stopper that has to survive the first second

Legible where it lands

Composed for the size a phone renders and the chrome it sits inside.

05VariationsThe same idea composed for each placement, never resized into it

The same two in the upright frame

Composed for that frame and not cropped into it. Standard practice on all of this.

Where this goes now

A build starts on the same question. What are the distinct reasons somebody uses this. Which one is this screen for. Four answers means four things to make.

Next: the customer does the selling

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