Tips on putting together creative structures from an amazing director duo

's annual video marketing conference, Outside the Frame, gathers experts and creatives from all walks in the field of creating video content to share their wisdom and knowledge.
This year we were privileged to have the honor of welcoming New York-based director team rubberband, comprised from Jason Sondock and Simon Davis, to the video stage. Let's dive into how their creative frameworks result in video content that is used by the likes of Air Jordan, Apple, Chanel, and many others.

Three fundamental rules to create the best possible work

To use rubberbands, there are three important strategies you should be aware of when you start to make significant progress.

1. Make it easy

However big the undertaking, make sure you return to the core of your idea. Adhering to a simple essential notion and tone could allow you to get maximum value from the video marketing effort.

This means that you are able to easily communicate and present the concept at the core of your film, even when your production and visuals are more complicated. People can usually get behind an idea that is easy to comprehend.

2. Talk how you would like to be spoken to

Whatever the subject do not insult your guests or show disrespect to them.

Instead, observe the way people would like to be heard and listen to your instincts. The reports and statistics can only tell you so much without context.

3. Create work you'd like to be able to view.

Always create art that you are interested in. Just because you're making advertisements doesn't mean it has to be without artistic merit.

Do not be afraid to test your limits and make a statement that is a bit unconventional and edgy if your intuition is leading you, then trust your gut.

"The most reliable barometer of quality work is yourself."
  Jason Sondock, director

Work outside your comfort zone

The average person can be exhausted by watching muted work that is the same as all other content but a flow of energy well channeled and unorthodox can get them going once time.