The idea is the kernel of your production and root of your web video strategy. The idea is very often confused with the concept. They are separate elements with specific meanings in media creation. The idea is what you want to communicate. The concept is the structure on which the idea can be developed..
All filmmaking – documentary, movies, TV commercials, online profiles begin with “The Idea”. If everything goes perfectly you will end up with the same idea you started with, but in form that is compelling. The idea should be simple and easily expressed. You can also develop a concept without having a clear idea but… don’t do that.
One idea can inspire many concepts
The idea is expressed through a concept. A number of different concepts might work to express the same idea. However, the concept isn’t just about getting people to understand an idea it is about eliciting an emotional response. You want people to believe in your idea.
“Think Different” was the idea and the title of Apple’s advertising campaign from 1997 to 2002. The idea behind their campaign underlies much of Apple’s advertising even today.
The two films here “Think Different” (1997) and “Designed by Apple” (2012) are very different concepts but the idea remains the same. “Think Different” in 1997 is asking people to think about buying an apple rather than a PC. The presentation is inspiring. It is inspiring because of how it makes us feel not what it makes us think. When we are inspired we believe – the idea.
The first clip is from 1997 the second from 2013.
Concept One
A short documentary eulugy to great genius using stock footage and the VOGVO (voice of god voice over).
Concept Two
An short film using animated graphics and text to illustrate the process of thinking differently.
The “Think Differently” Campaign ran between 1997 and 2002 but, here ten years later, its still the underlying idea. Apples place in the market has altered completely and much of their original technology has been copied – however, their design is unrivalled. A good idea is a good idea. It can parent many concepts.