Team in place. Location locked. Production book delivered. All systems are go for next week’s shoot and you’re ready to slay it when you get the call. The client has just learned that their budget won’t cover live action after all. Suddenly, you’re doing more bobbing and weaving than a heavyweight boxer as you adjust your plan of attack in the 11th hour.
In another scenario, you’re putting together an epic anthem-like spot featuring pop music, which is the crux of the campaign, when you get word that your client won’t be able to license the music track after all. How do you salvage a project that relied so heavily on a particular element?
As creatives, most of us will – at some point in our careers – encounter an “about face” scenario where a client must abruptly change a project’s direction … whether due to an unexpected budget reduction, accelerated delivery date, music-licensing snafu, or late-breaking executive feedback.
So how does one master the art of the creative pivot when faced with sudden changes? In my experience, it all comes down to these four steps:
While the 11th-hour direction change may not be on your top-five list of things you love about your job, mastering the art of the creative pivot certainly has its benefits. Not only will your clients come to trust in your ability to take on and successfully manage any bumps in the road, but they will also experience your full creative range. In the end, it’s about making your clients happy, helping to foster a smooth experience and delivering it all at the highest quality, regardless of those unexpected changes you may face along the way.
Marni Wagner is creative director for Miami-based 2C Creative.