Strategies for creating innovative structures from an amazing director duo

Its annual conference on video marketing, Outside the Frame, is a gathering of experts and creators from all walks in the field of creating video content to share their experience and expertise.
This year, we had the pleasure of welcoming New York-based director duo rubberband consisting by Jason Sondock and Simon Davis on the stage for a video. We'll look at the ways their innovative frameworks result in video content that is used by the likes of Air Jordan, Apple, Chanel among others.

three fundamental guidelines to creating your most effective work

Rubberband comes in three varieties. three important strategies you should remember before you embark on significant progress.

1. Simple is best.

However big the undertaking, make sure you return to the fundamental idea. By sticking to a basic idea and tone will allow you to get the most out of your marketing videos.

That means you'll be able to convey the message that is the basis of your film, even when your production and visuals are more complex. The majority of people will appreciate things that are easy to grasp.

2. Talk how you would like to be spoken to

Regardless of the topic, don't talk down to your audience or be disrespectful.

Instead, observe how people like being addressed and then go with your intuition. Reports and data will only reveal so much without context.

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

You should always make works that are interesting to you. The fact that you're writing advertisements doesn't mean it must be lacking in artistic flair.

Don't be afraid to push limits and do something a bit edgy If that's what your instinct is guiding you, trust that feeling.

"The barometer for quality work is your own."
  Jason Sondock, director

Work outside your comfort zone

People can get easily fatigued when they watch muted content which is similar to the rest of the world, and a stream of well-channeled unorthodox energy will get them moving time.