How this creative director makes extremely memorable marketing materials

For Alex Wilson, Executive Creative Director at Amplify. Marketing content is like creating anything else: it's all about grabbing (and holding) the attention of individuals. "You can inform people using your camera through entertainment" Alex says. Alex. "I discover that the vast majority of people don't mind being sold or marketed to if they enjoy this."

Amplify is an award-winning creative company that has a specialization in the field of experience marketing. They produce large-scale, multi-faceted occasions and experiences for brands such as Playstation, Netflix, Levi's and many more. "We can bring our creativity to life across every platform," says Alex. "Historically we've been seen as a more brand agency, but content was always at core of what we did."

We had the opportunity to chat with Alex to talk about his method of creation and perspectives on the present market environment. Find out what he said during the discussion or watch the full video.

What's your North Star when it comes to creating video?

"Our goal is to inform and entertain. I think that's one of the greatest strengths that video media has. You can achieve this by involving a loyal viewers. If someone comes to us, perhaps wanting make use of this technology to accomplish something, we look at the present moment as an individual scene, or canvas that is an integral part of telling stories."

How can you ensure that you're creating something that is of high-quality? What keeps you on track?

"Audience, always. What we're saying to whomever is the most important thing. Are you engaging with them in the manner they would like to be addressed the way that they prefer to be treated? It is important to begin by focusing on the viewers, then consider the best way to talk to them and bring their experiences to them. It is important to not interfere with their conversation, but rather improve the interaction."

What do you know about what kind of content is right for you and your client?

"Whether it's an enthralling television series to identify who is the largest viewer of a specific TV show for Netflix and whether or not the show is about creating a new world that revolves around smartphones and changing the way we view the retail industry to present the most recent shoes, latest games. All our work starts with the viewers and ends up being the concept of how to implement that concept through various platforms.

There are times when we can't achieve a certain end-product. Our clients' briefs usually come from this direction. However, the reason for the compromise, collaboration, and co-creation originates from. allows you to discover an ideal solution regardless of whether or not it's exactly what they had believed it was in the first place."

How can you assess the impact of your work?

"For us, it's about 'Did we tell that true to the audience that we told the story to Do we tell the story authentically for those who created it? That's always what we need to know. We are often working with various subcultures and cultures. We have an amazing strategic part of our organization that focuses on the culture. As an agency, we have been very close to this.

We try to work alongside the person instead of broadcasting directly to them. We encourage them to collaborate with us and assist in the creation of the experiences and content and ensure it's successful for them and their viewers. The question is layered about what success could be, but if we've produced that work using a method which was appreciated by people watching and well received by the audience, that's a great victory for us."

What is the most helpful advice you've received?

"My Chief Creative Director, Jeavon Smith, once said"Ignore the noise. I think the capacity to shut out noise can be beneficial for all sorts of situations. It lets you concentrate only on the work you're here to do and all the others that you'll take place and work in a cohesive method because there's a lot of background noise."

How do you use ?

"Lots of employees from the agency or studio utilize it in many different ways. It is most definitely one of them. Finding fresh talent is an extremely worthwhile thing that we could do for ourselves. For internal usage of the work we have done as a portfolio. In the event that we require instances of our work or record this information in a certain way, gives us a way to return to the records we've got."

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