Applied Photography and Video

Concept Development
Concept development

Concept development is a process

of developing ideas to solve

specified problems.

The goal is to captures audience

interest, influence their emotional
response and inspire them to take
action.

It is a unifying theme that can be

used across all campaign messages,

calls to action, communication

channels and audiences.

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Creative concepts are based on the communication strategy and creative brief.

When a team is creating a concept they alway consider following points:

• Message
• Audience
• Emotional connectors
• Visual execution
• Channels that will be used
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Message

Before staring the execution of a project it’s helpful to define exactly what the message is.

With a clear purpose in mind, it’s always easier to create a cohesive project, especially if it

is a multiple part series. The idea should be easy to understand.

Images can be open to different interpretations, but the message should be clear.

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Audience

For every creative team is important to set who is the audience. The way how the creative team
conveys the final idea might be different if creating for a kids audience as oppose to adults or a
specialized group of people, for example athletes.
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Emotional connectors

Using a unique visual language, style, palette, subject matter, light, rhythm, space and composition,
control, and order, will cue the viewer to understand ideas through emotions and they may not even
be completely aware of.
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Visual execution

Every creative team needs to consider the right execution of the idea. For a photography it’s the
right camera angle, type of lighting, colour, venue, depth, and motion…all such factors will influence
the overall outcome of the concept image.
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Channels that will be used

Every creative team needs to decide how the final project of campaign will be presented to the
audience, with the goal to reach the right audience and to create the right connection and response
from the audience.
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Creative Concept

A creative concept is an overarching

idea that captures audience interest.

Typically, the creative concept is

embodied in a headline, tagline and a
key visual.

Successful creative concepts are

distinctive, memorable, unifying and
relevant.

Creative concepts are based on the

communication strategy and creative
brief. They are rough drafts that give an
idea of how the project or a campaign
could take shape.

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 Steps for creating a creative concept

• Developing a problem statement

• Organizing the brainstorming session
• Selecting and refining the 2 to 3 best ideas
• Preparing visual presentations of concepts
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Developing a problem statement

Developing a problem statement based on information in the creative brief and the communication
strategy is the most important step. A problem statement is a brief description of the issue that

needs to be addressed.

It answers three questions:

• What is the problem?

• Who has the problem?

• What will the audience do as a result of the campaign?

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Brainstorming

One way to plan a new creative project is through brainstorming.

Brainstorming consists of coming up with concepts and words, and later finding connections
between them. This process is a way to stimulate an imagination and find ideas to develop.

There are two types of brainstorming:

• Starting from a clear idea - a team has already a well-defined concept. In such a case,

a brainstorming session will help add details, make notes and plan the shoot.

• Starting from scratch - helps to decide the direction the team wants to take if they do not have

a specific idea.
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Mind map

A mind map is an detailed web of thoughts, ideas, names, words and images that all stem from one
central idea or word in diagram form.

Many designers and photographers use mind mapping to brainstorm and generate ideas.

Mind map is not only a great tool to 'free up' creativity, but also it is a great way to communicate to
clients, team members and professors while in a design's concept phase.

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 Sketching ideas

After the brainstorming phase, participants often create a sketch of an idea, or a potential
vision for a photograph, design or an idea in general.

Simplified sketch brings together all of the ideas from the brainstorming. Turning these ideas
into a drawing helps the team to remember what they want to do later on and it also helps to
avoid forgetting critical elements.

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 Selecting and Refining the Two to Three Best Ideas

At the end of the brainstorming the team needs to identify the strongest ideas.

Participants should keep the following criteria in mind when selecting ideas:

• Does it follow the creative brief and communication strategy?

- Is it appropriate for the audience?

- Does it address the communication objectives, key benefits and barriers?

- Can it be rolled out in multiple ways across several media channels?

• Is it ‘fresh’, new, outside the box? Does it capture attention?

• Does it have the potential for expansion?

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Preparing Visual Presentations of Concepts - Mood board

A mood board is a visual tool that communicates concepts and visual ideas.

It is a well thought out and planned arrangement of images, materials, pieces of text, etc. that is
intended to evoke or project a particular style or concept.

Benefits of mood board:

• It helps to collate and focus ideas, and help to define the project.

• It helps to build a clear story of a product.

• It helps to express the vision for the project and communicate the vision with other
collaborators and clients.
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Mood boards are not about finding visuals to copy but to inspire. These photos are supposed to
represent the qualities of the brand or the desired aesthetic.

Mood boards usually contain 5-15 images with important elements. These can be lighting style,
colour, atmosphere, texture .

One mood board should reflect one clear brand concept.

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Thank you!