The One Hour Creative
One Free Clip. One Hour. One Great Creative Exercise.
Why the One Hour Creative?
We often think of creativity as something that comes to us in a moment of divine inspiration, but working within the creative industry you quickly realise that whilst those moments do occur, the majority of time it’s about ass-in-seat, ‘forced creativity’.
Generating creativity at will is a skill. Like all skills, the more you practice, the greater the skill becomes.
So the rules are simple: each week (very busy schedule permitting) we take the weekly free stock footage clip from pond5’s newsletter, think of an idea with a video marketing angle for our campaign, set the timer to 60 minutes, and then get to work.
The One Hour Creative: Make Your Competition Jelly
The Creative Process
The original video is particularly great at giving us internal markers for depth of field. The middle plane of jellyfish are in focus – this is where our copy will sit as we want it readable – then we have smaller, blurry, jellyfish further away – a great place to put the logo, and large, blurry jellyfish close to the camera. Perfect.
To really sell the depth, it wasn’t enough to just blur the logo and text appropriately, we also needed the jellyfish to interact with the graphics. Either passing just behind the copy and over the distant logo, or passing over the front of the copy.
To do this we duplicated the footage and rotoscoped a few relevant jellyfish. Rotoscoping effectively means drawing around an object, which creates a mask that separates that object from the background. Then you move that mask at the same rate as the object/jellyfish.