THE CREATIVE FIELDBOOK / SNS MEDIA TECH
677 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →
Southern Comfort
A single self-possessed performance makes an abstract brand attitude legible before the product reveal.
Give the brand a distinctive attitude through character rather than a feature list. Find an action that communicates the intended attitude without requiring a voiceover to explain it.
PlayStation
visualise a dispersed competitive community as one escalating collective action.
Express the attraction of PlayStation as a shared competitive experience. Choose a visual that explains what participants create together, rather than simply displaying many customers.
PlayStation
make an imaginative brand promise felt through a single controlled perceptual mismatch.
Give PlayStation an imaginative identity beyond hardware specifications. Build the execution around one surprising change so viewers can identify its meaning.
CHANEL N°5
give an intangible product a narrative consequence that audiences can see and remember.
Express a fragrance’s identity through a medium that cannot convey scent. Make the offering necessary to the story’s emotional meaning rather than a final inserted pack shot.
Virgin Atlantic
use an anniversary to restage a recognisable brand difference while testing whether its cultural assumptions still hold.
Refresh the airline’s challenger identity through its anniversary. Build an anniversary around a characteristic customers can recognise instead of a complete corporate timeline.
Inspired by Iceland / Promote Iceland
replace an impersonal information interface with named local expertise and use audience questions as the content agenda.
Help prospective visitors discover Iceland’s regional and seasonal variety. Give people a clear, welcoming way to ask a real specialist a bounded question.
Samsung
A familiar camera feature is repositioned as a practical bridge between people.
Make smartphone usefulness concrete for families. Pair the story with a specific experience people can inspect or try.
Samsung Turkey
Repeated accessible encounters make a new support service emotionally and practically legible.
Explain an accessible video support service. Show the removal of a specific barrier rather than describing inclusion abstractly.
Samsung Tunisia
Existing proximity technology delivers relevant context at the moment it is needed.
Demonstrate a useful smartphone application. Choose when information is useful, not simply where it can be stored.
Air New Zealand
A mandatory repeated instruction becomes shareable entertainment through a relevant fantasy world.
An airline safety briefing must compete with habituation. Use character action to clarify the instruction rather than interrupt it.
NZ Transport Agency
An impossible conversation before impact makes an earlier preventable decision visible.
Reframe speed for drivers who blame others’ mistakes. Start from a belief people already hold, then reveal a practical implication.
John Lewis
make thoughtful gifting visible by giving one product a precise role in removing a recipient’s obstacle.
Express the value of choosing a gift that fits its recipient. Choose the gift only after defining what the recipient is missing or struggling to experience.