How does this director of creative create the most memorable marketing content

For Alex Wilson, Executive Creative Director at Amplify Making marketing content is just like making anything else: it's focussed on getting (and keeping) the attention of people. "You are able to inform people through the lens of entertainment" adds Alex. "I think people don't mind being advertised or marketed to, if they like the experience."

Amplify is a world-class creative agency that is specialized in experiential marketing, creating massive-scale experiences and campaigns for companies like Playstation, Netflix, Levi's, and many more. "We have the ability to bring ideas into the world of all media," says Alex. "Historically, we're known as more of a brand experience agency, but content was always at the heart of what we were doing."

We were able to chat with Alex to learn more about the process of his creativity and opinions on the current market. Find out what he said in the conversation or view the interview above.

How do you find your North Star when it comes to video production?

"Our goal is to entertain and inform. That's the true powers of video content. It allows you to do that with a captive viewership. When someone is brought to us, maybe wants to use this technology in order for some thing, we consider that moment as purely a singular scene or canvas in a larger piece of narrative."

How can you ensure that your product is of the highest quality? How do you stay on the right track?

"Audience, always. The person we're speaking to is crucial. Are you speaking to them in the places they'd like to be talked to in the manner they'd like to be talked to? It is important to begin with the audience and the best way to speak to them. You should also give the audience value. Do not interfere with their experience, but enhance the experience."

What kind of content is right for the client you are working with?

"Whether it's an immersive TV show that aims to identify the most avid fan of a certain show that's on Netflix or if it's creating the world of a smartphone and breaking the rules of what a retail environment can be, to launching the newest sneaker, the newest game. All our work starts with the viewers and eventually the concept and how we can implement that concept on a myriad of platforms.

We don't necessarily like to be working towards a particular output. Naturally, our client clients' briefs are often sent to us with this however, what this compromise, cooperation, and co-creation is derived from. is allowing you to find the ideal solution and even if that's not necessarily what they thought they wanted in the first place."

How can you assess the results of your efforts?

"For us, it's about 'Did we tell that story authentically for the people we created it for?' This is all we must understand. We deal with a variety of subcultures and cultures. There is a fantastic section of our agency that looks at cultural. We've always, as an agency, been very near to it.

We strive to collaborate with individuals rather than broadcast to them, bring people into the process to collaborate and assist us in creating the content and experiences by working with them so that it's a success for them and their audience. The question is layered about what success could refer to, but if you have outputted that work in ways that was well accepted by the viewers, then that's a good victory for us."

What's the greatest advice you've received?

"My chief creative manager, Jeavon Smith, said that to me "Ignore the sound. I feel that the act of it's useful in many contexts. I think it helps you focus on what you're there to accomplish and also what other people are there to do with your work and to move as one because there is plenty of noise that goes on."

Which one do you prefer ?

"Lots of individuals within the studio and agency use it in lots of ways. Inspiration is definitely one of them. Finding new talents is one of the best we can do for ourselves. For internal application, we think about our body of work in the end as a portfolio of the work we've done. In the event that we require an the source of what we have done here or how do we record this in some manner that allows us to go back and access this."