Campaign direction

Member lesson

Adapting without diluting

Lesson 5 of 10 in Campaign direction.

Lesson

Adaptation is where campaigns quietly die. The master is beautiful, and then forty versions are made by different people under time pressure, and the twentieth has lost the crop, the spacing and eventually the idea.

An ink drawing of a designer placing paper cropping corners on a wide cafe photograph to frame a tall crop around a woman's hand holding a cup.
Recomposing a wide photo into a tall shape while keeping the hand in.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “Rebuilding an idea for another format. Not a resize.”

    • Internal fatigue
    • Drift audit
    • Adaptation
    • Platform
  2. Question 2, locked

    Which of these words means this? “The reference execution everything else is measured against.”

    • Adaptation guide
    • Master
    • Sequencing
    • Performance metric
  3. Question 3, locked

    Which of these words means this? “Written rules for how the idea changes shape. What keeps forty assets coherent.”

    • Campaign line
    • Dwell time
    • Adaptation guide
    • Deliverable

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