(You can download the file in the link below)
Note to young writers aspiring to survive this changing mediascape – Stop writing copy. No one reads copy. Think visual instead.
Note to all young art directors – Get your craft game up. In a world where any idiot can click a picture and make it pretty in less than 30secs on Instagram, ART is a valuable asset; but only if it reeks of your individuality.
Now coming to this circa June 2015 presentation deck, it is incomplete. At least in the form it is right now. Because i had to remove a lot of slides that had data, planning/creative tech ideas and interesting innovation of a reporting tool. But all that is the agency’s IP, which i cannot indulge in; so i wont. However, smart as those ideas were, they aren’t the most important missing part. It’s me. Or when i say me, I mean the presenter. For the creative bit of the pitch, it was me. And since you don’t have me physically sitting next to you, taking you through the romance we were trying to build, you don’t have the soul of this deck. It’s missing chemistry.
In other words, always make presentations which are incomplete without you. This will end the ‘mailing creative ideas to the clients’ bullshit; and creatives will have way more onus of what they do, what quality they produce; and an reason for the client to have trust on you. Also, rehearse your presentation. Don’t read from the slides during. It’s showmanship, and you are the star performer. Stop dialing it in, dial it up.
Finally, a word of advice to the new breed of planners & servicing folks – Stop using too many words in your decks, stop giving the client data unless the client has asked for data. Stop telling the client what they already know, stop explaining their own brands, demographics, industry cliches to them. Get in, do your job, get out; don’t take unnecessary time with 100+ sliders, when the job can be done in 10. Everyone likes efficient people at work. Everyone wants to be friends with them for personal benefit. Be that. Be smarter than your client, you are getting paid to be so.
Anyhoo, back to this deck. The idea is Uncommute* with the asterisk replaced with the brand logo. The idea was to bring back the joy of flying. Which seems to be missing from the stuffy, commuter laden travel option that we now associate it with. It was about making people believe that Vistara was a different approach, a younger better version of the good old past. And it had to show in the brand’s approach to communication & design. It had to be a freeing experience, and not a chore.
The client liked it, a lot. But i think the money men disagreed on a cost to idea. We didn’t get signed on at the end. It was a bummer. However, this was born.
Hope it helps! 🙂