Strategies for creating innovative structures from an incredible director and actor duo

The annual conference for video marketing, Outside the Frame, is a gathering of experts and creatives all over the world who make video content and share their wisdom and knowledge. This year we had the privilege of welcoming New York-based director Team rubberband made by Jason Sondock and Simon Davis, to the video stage. Let's explore the artistic process that results in content for the likes of Air Jordan, Apple, Chanel, and many others.

three fundamental guidelines to creating your most effective work

There are three kinds of rubberband. Three important things to be aware of when starting making significant strides.

1. It's easy

Whatever the scale of your undertaking, you must always get back to the core concept. By sticking to the basics of concept and tone can actually allow you to get maximum benefit from your video marketing efforts.
 
  That means you'll be able to share and explain your idea through the video, regardless of whether the creation or the visuals aren't as easy. The majority of people will be happy with something they can easily understand.

2. Discuss how you'd want to be received

Whatever the subject, do not offend the audience or act in a disrespectful manner.
 
  Take note of how people prefer to be heard, and pay attention to your gut. The data and reports can only be truthful if they're in context.

3. Make work that you want to be able to view.

It's crucial to produce art that you are interested in. The fact that you're writing an advertisement doesn't mean the work has to be boring or without artistic merit.

Don't be afraid to push limits, and try to make a statement that is somewhat unconventional. If that's what your intuition is leading you, believe your gut.

Work outside your comfort zone

The average person can be exhausted if they are watching content that is the same as the rest of the world, however a burst of unorthodox energy that is channeled well can get them going once is enough.

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