A good FOOH or CGI ad starts with a short brief. You do not need a deck: a paragraph and a few images are enough. Here is the checklist we use when a brief arrives. The more of these you can answer, the closer the first concept will be.
The checklist
- The product. What it is, and the one detail people should remember (a colour, a shape, a name on the pack).
- The moment. A launch, a season, an event, a sale. A date makes the idea sharper.
- The place. A street, a landmark or a room your audience recognises. Familiar places make the impossible part land harder.
- The one impossible thing. A giant product, a character, a scene that cannot exist. One idea, not three.
- The payoff. What happens at the end, so people watch to the last second and share it.
- The platforms and formats. Instagram, TikTok, YouTube Shorts, your site. We deliver 9:16, 1:1 and 16:9.
- The sound. A phone speaker sells the effect, so tell us if there is a sound, a line or music you need.
- The deadline. A launch ad takes two days from the approved concept. Tell us the day it has to be live.
- The usage. Organic social is included. If the film will run as paid media, tell us up front: paid usage is an add-on.
- The approvers. Who signs off on the concept, and who on the final cut.
- References. Films you like and films you do not. Both help.
What not to worry about
You do not need a storyboard, a 3D model or a script. Product photos or a link to your site are enough, and the concept and storyboard come back to you for approval before anything is rendered.
Send it
The brief form asks four questions and takes two minutes. Prices start at $2,500 CAD for a launch ad. If you would rather talk it through, book a 15-minute call. Background on the format is in what is FOOH.
