Whittle Down, Meet Up
The idea is hidden in there somewhere; a little creative whittling will reveal it. Successful content employs wholly-formed, multi-tiered concepts that communicate their messages with impressive efficiency. No doubt it most always takes some creative whittling to arrive at this efficiency. It makes no difference what facet of media you spend your days in; the constant in anyone that looks at your ultimate product is that person doesn't have time to look at your ultimate product. Create time. A short and powerful message will open up psychological real estate, leaving your audience thirsty for more. Meet up with like-minded, clutter cutting, creative professionals to engage and delight in the power of pointed communications, online and off.
The Concept Collective
Counting a decade-plus working in adjacent silos of the creative community, I have come to believe that content can be engineered, reverse-engineered or specially-tailored for any form of distribution.
I have developed creatively efficient content for television, web-based branded content, print materials and radio. I currently work full time as a creative copywriter and am of the firm belief that creativity is at its best when the message is short and impactful.