THE CREATIVE FIELDBOOK / SNS MEDIA TECH
677 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →
Dos Equis
build a coherent fictional persona that gives multiple formats one recognisable tone.
Editorial reading of the challenge: how to build a coherent fictional persona that gives multiple formats one recognisable tone. Use evidence-based dates rather than repeating archive shorthand.
Stella Artois
reframe a visible trade-off by connecting it to a substantiated benefit.
Editorial reading of the challenge: how to reframe a visible trade-off by connecting it to a substantiated benefit. Do not pretend a real price difference is invisible.
Chrysler
reframe an overlooked place of origin as a credible source of product character.
Editorial reading of the challenge: how to reframe an overlooked place of origin as a credible source of product character. Connect location to a real capability.
Ram
use restrained documentary-style imagery and an existing voice to recognise a customer community.
Editorial reading of the challenge: how to use restrained documentary-style imagery and an existing voice to recognise a customer community. Still images can hold attention without rapid cutting.
Kia
turn category sameness into a simple visual metaphor with a repeatable character system.
Editorial reading of the challenge: how to turn category sameness into a simple visual metaphor with a repeatable character system. Its behaviour should explain the proposition.
Škoda
translate many small product improvements into a tangible craft analogy.
Editorial reading of the challenge: how to translate many small product improvements into a tangible craft analogy. Make the object explain a relevant idea.
Citroën
personify the product itself so entertainment reinforces its visual identity.
Editorial reading of the challenge: how to personify the product itself so entertainment reinforces its visual identity. Make its form integral to the action.
Renault
build recognisable relationships that let a campaign accumulate narrative familiarity.
Editorial reading of the challenge: how to build recognisable relationships that let a campaign accumulate narrative familiarity. New viewers should not need earlier instalments.
Fiat
use an object-led chain of events to make a product reveal the resolution of a story.
Editorial reading of the challenge: how to use an object-led chain of events to make a product reveal the resolution of a story. The reveal should explain a real difference.
Hyundai
make a verified feature the causal mechanism of a memorable human story.
Editorial reading of the challenge: how to make a verified feature the causal mechanism of a memorable human story. The plot should depend on the capability.
Mercedes-Benz
insert the product at the turning point of a familiar story to create a legible surprise.
Editorial reading of the challenge: how to insert the product at the turning point of a familiar story to create a legible surprise. Keep the story structure understandable.
Subaru
build recurring entertainment around a genuine customer interest and a fitting media context.
Editorial reading of the challenge: how to build recurring entertainment around a genuine customer interest and a fitting media context. Later characters are extensions of one family.