Kristin Stevenson – RMIT 2006 Alumni – Honours
World Vision
“Creative Design” – The Struggle is real but worth it!
Human centred design – What they’ve learnt
- Comms and comms design students studied separately. Companies need to work together. Need an ability to collaborate
- Needs to engage in the workplace
The responsibilities of a Video producer at World Vision
- Video Storytelling
- Engage Storytelling
- Film Overseas
- Video producing
- Managing client relationships
Comms Creative Design Timeline
2008 – 2010 – Mostly Outsourced
2010 – 2011 – Employed a creative director
2012 – 2014 – Diversified Creative Development among teams
2014 – Began working in multi disciplinary creative teams
2015 – Employed art director with agency experience
2015 – Government funding design decreased giving USD most of the team made redundant
2016 – Those who remain still continue of with the HCD banner
Included: Video producers, social media, ux design, etc.
“Constantly fighting to have creative freedom. Fight for creative space”
What has been learnt…
“Always create for your target audience…”
- Demographic Segmentation
- Attidunial Segmentation
- Behavioural segmentation
People who cry a lot
Rational Pragmatist…
Attitudinal Segmentation detracted from good storytelling
- Pragmatic Segment stories were overly dry
- Can be overly emotional – Needs to be more well rounded. People get sick of this. (Example of World Vision ad)
- Example – News Segment style – Nothing to draw in audience
Use audience segmentation – Focus on look and feel
“…A great or interesting story is about everyone or it will not last”
How Human Centred Design regards audience
- Recognise gut instinct Broad spectrum
- What is their understanding
- Listen to audience, even those on the periphery
- Insights
Case Study – World Vision gifts
Audience Insights
– Worried about recipient response to just getting card
– New gift buyers don’t understand how gifts work
“Focus on easy option. Too much on plate”
How might we – Reassure gift buyers
Explain how gift works
Keep duration to 1:30
Response
- Feature a seasoned Australian Gifts buyer
- It’s going to be really daggy
Example: Granny gives a gift and who is affected (Elements: Granny, Kids)
“Not World vision telling the story”
Also used Instagram and Facebook of Kids getting gifts (Another campaign: Jorge campaign)
Gave them room on how they would produce
Case Study – Jetstar’s Starkers
Brief: Show a 3 minute kid in 7 days
100 hours of archived footage
Creative Solution: Rapid Design
30 minute – Understand session
Idea Session
Concept: Sensory moments
Universal to human experience
Didn’t do 3 minutes. Chose 1:30
Moral of the story…
– Spend time on Creative development/design to save time, but do so rapidly
No time to overthink creativity
- Don’t jump to execution before you have created a concept
Creative design keeps creatives happy
Example: “Birkman Personality Test”
- Be aware of what affects you creatively. Positively and negatively
…Create something out of nothing
Case Study – Syrian Refugee Crisis
Create campaign in one week
Process:
- Script in one day
- Filmed in two hours
- Edit and voice over completed the next day
Example: Voice over
“Matching creativity with resource”
Moral of the story… Turn a lack of resources in to a creative opportunity
Creative Design: “Takes a long time to implement”
Speed Bumps:
- Clients want to be involved but there is often push back from creative teams. The need to extract information. Not always know what they want. It’s how you take clients through the creative process.
- No time for prototyping. Can lead to half baked executions. NFP – No time for prototyping
- Some people just want to be workhorses
- Over complicating the creativity rather than looking for simple ideas. Good ideas stick – Realise it if possible. Take ego out of room
Moral…Become an advocate for Human Centred Design
Example: “Save Africa mock ad”
Interactive Advertising – Interactivising
Merges media and real life experience
Example: Fashion Revolution: Social experiment – Buy $2 Shirt or Donate
Example: Guns with History – Social Experiment –