Production files
Advertising concept board example: two routes for one beverage brief
A concept board helps a client choose an idea while it is still inexpensive to change. These two boards sell the same single can of REED lime soda to a commuter at the end of a workday. The product, audience, eight-second duration and silent placement are fixed.
Agree on what the client is buying
Ask for one decision: which moment should people associate with opening the can? Keep the approved product facts on both boards. Neither route adds a health promise or suggests an ingredient that the pack cannot substantiate.
Route A: the first squeeze
A pale field, repeated citrus circles and an oversized can put flavor first. Read the three frames from left to right. Within two seconds the viewer sees the brand; by six seconds there is space for the line “Cold, at six.” Use this direction if instant pack recognition is the client’s first criterion.
Route B: the end of the shift
The navy background and descending sun place exactly the same drink at a specific time of day. The first frame establishes the occasion; the second brings the pack into focus. Compare it with A at thumbnail size before arguing about colors.
Run both boards to time
The two silent study cuts hold still frames for two, four and two seconds. Watch once without pausing, then ask a colleague to name the brand and the occasion. The videos were assembled from the vector boards for this fictional brief. They are pitch animatics, not footage from a commercial shoot.
Record a decision that survives a revision
In this worked scenario the decision is B, with one revision: change “Cold, at six.” to “Meet at six.” on the end card. Match the product, palette and frame timing to the approved cut. Play the original and revised endings below before requesting another render.
Hand the selected route to production
Keep the selected board, the rejected alternative, the approved line and the shot timings in one folder. Open the director’s treatment to turn B into a shootable brief. Replace the fictional pack with licensed client artwork before commissioning production.
Advertising concept board example: two routes for one beverage brief
A concept board helps a client choose an idea while it is still inexpensive to change. These two boards sell the same single can of REED lime soda to a commuter at the end of a workday. The product, audience, eight-second duration and silent placement are fixed.