Idea is not Random. It is well Planned

Buzz...

Bunyi khas software chat mengagetkan lelaki paruh baya yang tengah asik menonton film hasil unduhannya. Yah.. sebut saja Tony, desainer yang sudah bekerja selama 3 tahun di salah satu biro iklan terkemuka di kota X.

Mbak AE cantik: Ton, cek email yah ;)
Tony: Duh, bikin kaget saja mbak, pagi-pagi buta gini
Mbak AE cantik: >:)) hahaha biasa Ton, kerjaan baru nih dari klien, burtan cek briefku
Tony: Oke mbak, aku cek dulu yah

Sembari menimize semua yang ada di layar, Tony membuka email yang dimaksud Account Executive (AE) tadi.

From: ryena arylena "rere_cutey@gmail.com"
Date: Friday 08 June 2012 02.45am
To: Me
Subject: Print Ads

Tolong buatkan konsep print ads untuk brand Y yang rencananya di taruh dimajalah Z, bikin 3 alternatif saja pokoknya yang out of the box. Aku tunggu 3 hari lagi yah

"Duh! minim sekali briefnya" Gumam Tony dalam hati.

Gambaran di atas pasti sering terjadi bagi yang pernah bergelut di industri kreatif. Dimana brief yang kita terima baik dari klien/AE sering minim informasi dan malah membuat tambah bingung. Padahal, brief sejatinya adalah semacam petunjuk yang memberitahu kemana arah pekerjaan kita selanjutnya.

Dalam hal ini AE, memang memiliki peran besar dalam pembuatan brief atau creative brief. AE menjadi jembatan antara klien dengan tim kreatif. Dari creative brief ini kemudian akan diberikan kepada kreatif departement yang digunakan untuk pencarian ide-ide yang relevan. Hal ini juga berlaku bagi seorang freelance. Baiknya seorang freelance juga mempunyai rancangan creative brief sendiri.

Sebenarnya, memang tidak ada acuan baku dalam pembuatan creative brief yang benar. Namun, creative brief yang baik umumnya harus bisa menjawab beberapa poin seperti deskripsi produk/perusahaan, target audience,  fill & touch,  tone & manner, desired response, mandatory, timeline, yang kesemuanya bisa membantu, mentrigger otak, rasa, dan feeling tim kreatif untuk mulai berkreasi.

Namun selembar kertas bernama brief ini juga sering menjadi "kambing hitam", dimana ketika output yang keluar kurang memuaskan, keluar celetukan "Lha wong briefnya gak jelas, hasilnya juga jelek". Weleh brief yang tidak tahu sebab-musababnya malah disalahkan, padahal aslinya memang buntu ide hehhe.

Ada juga yang menyatakan, bahwa dengan brief malah akan mematikan kreatifitas. Karena ide akan terkungkung dalam instruksi-instruksi yang tertulis. Kalau ini kurang setuju karena pada dasarnya Brief bukanlah intruksi, namun ajakan untuk memecahkan masalah yang ada.

Nah, sebagai selingan mari kita nikmati viral di internet yang cukup lucu dan terkenal. Judulnya "Missing Missy" menceritakan seorang sekretaris bernama Shannon yang meminta bantuan David (desainer grafis) untuk membuatkan dirinya poster. Berikut percakapan email mereka berdua.

From: Shannon Walkley
Date: Monday 21 June 2010 9.15am
To: David Thorne
Subject: Poster

Hi
I opened the screen door yesterday and my cat got out and has been missing since then so I was wondering if you are not to busy you could make a poster for me. It has to be A4 and I will photocopy it and put it around my suburb this afternoon.

This is the only photo of her I have she answers to the name Missy and is black and white and about 8 months old. missing on Harper street and my phone number.
Thanks Shan.

From:David Thorne
Date: Monday 21 June 2010 9.26am
To: Shannon Walkley
Subject: Re: Poster

Dear Shannon,
That is shocking news.
Although I have two clients expecting completed work this afternoon, I will, of course, drop everything and do whatever it takes to facilitate the speedy return of Missy.
Regards, David.

From: Shannon Walkley
Date: Monday 21 June 2010 9.37am
To: David Thorne
Subject: Re: Re: Poster

yeah ok thanks. I know you dont like cats but I am really worried about mine. I have to leave at 1pm today.

From: David Thorne
Date: Monday 21 June 2010 10.17am
To: Shannon Walkley
Subject: Re: Re: Re: Poster

Dear Shannon,
I never said I don’t like cats. Attached poster as requested.
Regards, David.

From: Shannon Walkley
Date: Monday 21 June 2010 10.24am
To: David Thorne
Subject: Re: Re: Re: Re: Poster

yeah thats not what I was looking for at all. it looks like a movie and how come the photo of Missy is so small?

From: David Thorne
Date: Monday 21 June 2010 10.28am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Poster

Dear Shannon,
It’s a design thing. The cat is lost in the negative space.
Regards, David.

From: Shannon Walkley
Date: Monday 21 June 2010 10.33am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Poster

Thats just stupid. Can you do it properly please? I am extremely emotional over this and was up all night in tears. you seem to think it is funny. Can you make the photo bigger please and fix the text and do it in colour please. Thanks.

From: David Thorne
Date: Monday 21 June 2010 10.46am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Poster

Dear Shannon,
Having worked with designers for a few years now, I would have assumed you understood, despite our vague suggestions otherwise, we do not welcome constructive criticism. I don’t come downstairs and tell you how to send text messages, log onto Facebook and look out of the window. I have amended and attached the poster as per your instructions.
Regards, David.

From: Shannon Walkley
Date: Monday 21 June 2010 10.59am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Poster

This is worse than the other one. can you make it so it shows the whole photo of Missy and delete the stupid text that says missing missy off it? I just want it to say Lost.

From: David Thorne
Date: Monday 21 June 2010 11.14am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Poster

From: Shannon Walkley
Date: Monday 21 June 2010 11.21am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: Poster

yeah can you do the poster or not? I just want a photo and the word lost and the telephone number and when and where she was lost and her name. Not like a movie poster or anything stupid. I have to leave early today. If it was your cat I would help you. Thanks.

From: David Thorne
Date: Monday 21 June 2010 11.32am
To: Shannon Walkley
Subject: Awww

Dear Shannon,
I don’t have a cat. I once agreed to look after a friend’s cat for a week but after he dropped it off at my apartment and explained the concept of kitty litter. I have attached the amended version of your poster as per your detailed instructions.
Regards, David.

From: Shannon Walkley
Date: Monday 21 June 2010 11.47am
To: David Thorne
Subject: Re: Awww

Thats not my cat. where did you get that picture from? That cat is orange. I gave you a photo of my cat.

From: David Thorne
Date: Monday 21 June 2010 11.58am
To: Shannon Walkley
Subject: Re: Re: Awww

I know, but that one is cute. As Missy has quite possibly met any one of several violent ends, it is possible you might get a better cat out of this. If anybody calls and says “I haven’t seen your orange cat but I did find a black and white one with its hind legs run over by a car, do you want it?” you can politely decline and save yourself a costly veterinarian bill.
Regards, David.

From: Shannon Walkley
Date: Monday 21 June 2010 12.07pm
To: David Thorne
Subject: Re: Re: Re: Awww

Please just use the photo I gave you.

From: David Thorne
Date: Monday 21 June 2010 12.22pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Awww

From: Shannon Walkley
Date: Monday 21 June 2010 12.34pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Awww

I didnt say there was a reward. I dont have $2000 dollars. What did you even put that there for? Apart from that it is perfect can you please remove the reward bit. Thanks Shan.

From: David Thorne
Date: Monday 21 June 2010 12.42pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Awww

From: Shannon Walkley
Date: Monday 21 June 2010 12.51pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Awww

Can you just please take the reward bit off altogether? I have to leave in ten minutes and I still have to make photocopies of it.

From: David Thorne
Date: Monday 21 June 2010 12.56pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Awww

From: Shannon Walkley
Date: Monday 21 June 2010 1.03pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: Awww

Fine. That will have to do.

Dari contoh di atas, bisa dilihat dengan jelas, bahwa Shannon tidak memberikan brief dengan jelas pada awal email. Sehingga David pun keluar dengan ide-ide yang sebenarnya briliant, heheh Namun keluar dari output yang di inginkan Shannon. 

Idea is not Random. It is well Planned