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Creative Presentation

Matt Ingwalson
Matt Ingwalson

A presentation I give to help people understand how to work with creative people. It doesn't make tons of sense without the stories I tell along the way. I am posting it mostly for those who have seen it and would like to review the slides.

1 of 14
Never forget these four things
1. Art is hard.
Every brief has three problems hidden inside it ≒ The client needs results ≒ The agency needs greatness ≒ The consumer needs something that makes him or her feel alive and =ngly instead of like an overwhelmed consumer drone scurrying through a meaningless maze of obnoxious distrac=ons and sad gray skies Failure comes with consequences.
Creative Presentation
2. Inspira=on is for amateurs.
You can not trust that lightning will strike. But you can trust energy. This is an equa=on I used when I was a junior copywriter. As you get older, this number goes down. A liJle. ≒ For every headline that runs, I would show my client three ≒ For every headline Id show the client, Id show the CD 鍖ve. ≒ For every headline Id show the CD, Id write 鍖ve. At least. ≒ So for every headline that runs, Id write 3 x 5 x 5= 75.
Creative Presentation
3. School is a sprint. Real life is hurdles. Keep your legs moving.
There are a lot of people who can cripple your idea. Or make it beJer. Either way, dont get too aJached. Your partner The stylist ≒ Your boss God ≒ Your bosss boss The editor The relentless pace of modern life ≒ The account director manager execu=ve coordinator supervisor ≒ The deadline ≒ Your client ≒ An imaginary deadline ≒ Your clients spouse ≒ Lack of a deadline ≒ Some random guy in the clients hallway ≒ Your clients parents, via repressed childhood memories ≒ The person who backs up your server ≒ The media director ≒ Sloth, doubt and fear ≒ The media planner ≒ Your broadcast producer ≒ The clients PR company ≒ Your integrated producer ≒ The musician ≒ Tra鍖c ≒ The voiceover talents agent ≒ The director ≒ The engineer ≒ The guy who does the ini=al music search ≒ The voiceover talent ≒ Another agency that does the same idea while youre in produc=on ≒ Any number of actors ≒ The storyboard ar=st
Creative Presentation
4. The future maJers most.
If youre happy with what you have done so far in your career, 鍖nd another career. When Alexander saw the breadth of his domain, he wept for there were no more worlds to conquer.
Creative Presentation
Get this taJooed somewhere on your body ≒ 1. Art is hard ≒ 2. Inspira=on is for amateurs ≒ 3. Real life is hurdles ≒ 4. The future maJers most

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Creative Presentation

  • 1. Never forget these four things
  • 2. 1. Art is hard.
  • 3. Every brief has three problems hidden inside it ≒ The client needs results ≒ The agency needs greatness ≒ The consumer needs something that makes him or her feel alive and =ngly instead of like an overwhelmed consumer drone scurrying through a meaningless maze of obnoxious distrac=ons and sad gray skies Failure comes with consequences.
  • 5. 2. Inspira=on is for amateurs.
  • 6. You can not trust that lightning will strike. But you can trust energy. This is an equa=on I used when I was a junior copywriter. As you get older, this number goes down. A liJle. ≒ For every headline that runs, I would show my client three ≒ For every headline Id show the client, Id show the CD 鍖ve. ≒ For every headline Id show the CD, Id write 鍖ve. At least. ≒ So for every headline that runs, Id write 3 x 5 x 5= 75.
  • 8. 3. School is a sprint. Real life is hurdles. Keep your legs moving.
  • 9. There are a lot of people who can cripple your idea. Or make it beJer. Either way, dont get too aJached. Your partner The stylist ≒ Your boss God ≒ Your bosss boss The editor The relentless pace of modern life ≒ The account director manager execu=ve coordinator supervisor ≒ The deadline ≒ Your client ≒ An imaginary deadline ≒ Your clients spouse ≒ Lack of a deadline ≒ Some random guy in the clients hallway ≒ Your clients parents, via repressed childhood memories ≒ The person who backs up your server ≒ The media director ≒ Sloth, doubt and fear ≒ The media planner ≒ Your broadcast producer ≒ The clients PR company ≒ Your integrated producer ≒ The musician ≒ Tra鍖c ≒ The voiceover talents agent ≒ The director ≒ The engineer ≒ The guy who does the ini=al music search ≒ The voiceover talent ≒ Another agency that does the same idea while youre in produc=on ≒ Any number of actors ≒ The storyboard ar=st
  • 11. 4. The future maJers most.
  • 12. If youre happy with what you have done so far in your career, 鍖nd another career. When Alexander saw the breadth of his domain, he wept for there were no more worlds to conquer.
  • 14. Get this taJooed somewhere on your body ≒ 1. Art is hard ≒ 2. Inspira=on is for amateurs ≒ 3. Real life is hurdles ≒ 4. The future maJers most