3 Common Mistakes and Pitfalls with Concepts

Let's imagine an ideal world in which a brand contacts you and says it wants to pay you a lot of money for its next campaign.

They have a specific, well-articulated vision of how they want you to bring the partnership to life.

They tell you they want it to be "organic" and "authentic." They also defer to you entirely regarding the creative direction and strategy.

Sounds like a dream, right?

That's because it is. As in, it rarely happens.

Many brands don't know what they want (or want something unrealistic) and you must educate them on what information you'll need to ensure the partnership's success.

That information should be summarized into a "Creative Brief."

Common mistakes and pitfalls with concepts

❌ Starting production when the brand says, "We trust you"

❌ Demonstrating or displaying the product or service incorrectly

❌ Not properly disclosing the partnership legally