How this creative director makes the most memorable marketing content

According to Alex Wilson, Executive Creative Director at Amplify, making marketing content is like creating everything else. It's focused on capturing (and holding) the attention of people. "You could inform using the lens of entertainment," says Alex. "I find that most people do not mind being advertised or marketed to as long as they are enjoying the experience."

Amplify is a world-class creative agency that specializes in experiential marketing, creating large-scale campaigns and experiences for major brands such as Playstation, Netflix, Levi's as well as many other. "We have the ability to bring ideas into the world of all media," says Alex. "Historically we've been referred to as a more brand agency that focuses on experience, but content was always at center of everything we were doing."

We had a chance to talk with Alex to hear more about his creative process and his opinions on the current landscape. Check out the highlights of the chat or watch the video below.

What's the name of your North Star when it comes to making video?

"Our mission is always to inform and entertain. That's the greatest advantages in video-based content. It allows you to create a compelling viewership. In the end, whenever someone comes at us and wants to use this technology in order for something, we think about this moment in terms of a singular scene or canvas in a larger piece of storytelling."

How can you ensure that you're creating something of quality? What is the thing that keeps you focused?

"Audience, always. The person we're speaking to is crucial. Are you communicating with them in the areas they want to be spoken to in the way they want to be spoken to? You need to start by focusing on the audience, and then the best way to speak to them, and give the audience value. Do not interfere with their experiences, but to enhance the experience."

How do you know what type of content is appropriate for the client you are working with?

"Whether you're looking for an immersive TV show to find the biggest fan of a certain television show on Netflix or if it's creating the world of a smartphone and breaking the norm of the retail space to be, or unveiling the most recent shoe, the latest game. Our work begins with the viewer and eventually the concept and the way we bring that idea to life through a variety of platforms.

We do not always want working to a certain result. Naturally, our client briefs and clients often come to us with this and that's where the compromise, collaboration, and co-creation is derived from. allows you to come up with the most effective solution for your needs and even if that's not necessarily what they thought that it would be in the first place."

How can you assess the success of your work?

"For us, it's about 'Did the story we told authentically to the audience we designed it for?' That's the only thing we have to know. We work a lot with cultures and subcultures. We have an amazing section of the agency which focuses on cultural. As an agency, been extremely close to that.

We try to work with individuals rather than broadcast directly to them. Instead, we invite them in to co-create and help us create the content and experiences together, in order to make sure it is an enjoyable experience for them as well as their audience. The question is layered as to what success can mean, but if we created content with a style that is well accepted by the viewers, then that's a good victory for us."

What's the best advice you've ever received?

"My chief creative officer, Jeavon Smith, said the phrase to me 'Ignore the noise.' I think ignoring the noise is very beneficial in all kinds of scenarios. It helps you focus upon what you're trying to accomplish and also what other people will be doing with each other and work as one because there is plenty of noise."

Which one do you prefer ?

"Lots of people in the studio and the agency use it in lots of different ways. It is most definitely one of the most popular. The discovery of new talent is an excellent opportunity to us. For internal usage, we speak about the work we have done at the very least as a portfolio work. If we have to locate an the source of what we have done or record this in some manner, gives us a way to access that."