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Who’s It’s For: Marketers, Creative Strategists, Designers, and anyone involved in the creative development process.
Workshop Goal: To equip attendees with practical skills and confidence in using AI tools to create more effective creative briefs and explore innovative creative ideas.
In today's dynamic digital world, creative stagnation is a major risk. This session will explore how Artificial Intelligence can supercharge your creative process, starting with the very foundation: the creative brief. Join us to discover how AI can help you craft more impactful briefs and unlock exciting new creative territories.
What You'll Learn:
- Understand the essential elements that make a creative brief truly effective.
- Identify the common challenges and pitfalls in writing strong creative briefs.
- How AI can enhance each key stage of writing a killer creative brief.
- Practical experience using real AI tools to build your fluency and confidence.
- Strategies for leveraging AI to identify broad strategic opportunities for your brand.
- How to simulate concept testing with AI to gain valuable audience insights early in the creative process.
TRAINING AGENDA & ACTIVITIES
Laying the Foundation: The Power and the Challenge of the Creative Brief (15 minutes)
- What Makes a Strong Creative Brief? We'll explore the core components and principles that contribute to a truly effective brief – clarity, focus, inspiration, and actionable insights.
- Why is Writing Great Creative Briefs So Hard? We'll discuss the common hurdles and complexities, including dealing with ambiguity, translating business objectives into creative inspiration, and aligning diverse stakeholder perspectives.
- Setting the Stage for AI: Understanding these fundamentals will provide a strong context for how AI can be a powerful tool to overcome these challenges.
Part 1: Crafting Killer Creative Briefs with AI (60 minutes)
- Deconstructing the "Killer" Brief & AI's Role: We'll introduce our framework for a killer brief and how AI can be your collaborative partner in creating each element.
- The Six Key Parts of a Killer Creative Brief: We'll walk through each essential element, demonstrating how AI tools can assist and then giving you a chance to practice:
- Success: Defining what we aim to achieve and what success looks like with AI assistance.
- Big Barrier: Identifying the obstacles to success with AI-powered analysis.
- Audience: Gaining deeper insights into who we're engaging and their needs using AI.
- Killer Truth: Uncovering profound and resonant disclosures with AI-driven data analysis.
- Unified Idea: Brainstorming potent and guiding ideas with AI exploration.
- Support: Identifying the evidence and permission to own our unified idea with AI insights.
- Q&A and Sharing: Your opportunity to ask questions and share initial thoughts on using AI for brief writing.
Part 2: Exploring Creative Territories & Concept Testing with AI (45 minutes)
- AI for Broad Strategic Opportunity Identification: Discover how AI can help break down complex information and inspire new strategic directions and creative themes for your brand.
- Exploring Creative Territories with AI: See how AI tools can uncover unexpected connections and emerging trends to fuel innovative ideas.
- AI for Simulated Concept Testing: Learn how to use AI to role-play as your target audience, providing valuable feedback on your initial creative concepts and helping you refine your approach.
- Wrap-up & Key Takeaways: A summary of what you've learned and how to continue leveraging AI in your creative work.
- Resources & Further Learning: Guidance on where to find more information and tools.
- Final Q&A.
Let's explore the exciting possibilities of AI in shaping more effective and impactful creative work!
