The working library / 87 articles
Creative & production
From the first hook to the finished film: the decisions behind work that communicates.
Field Notes explore an idea. System Maps lay out a process. Build Logs show the work behind it.
Browse topics / Creative & production
1–9 of 9 articles
Build Logs · Creative & production · 2 min read
Building a video section that feels like featured work.
What changed when the homepage video stopped behaving like a small supporting card.
System Maps · Creative & production · 2 min read
AI creative still needs a production process.
Connect the brief, generation, edit, review and campaign handoff before producing more assets.
Field Notes · Creative & production · 2 min read
A curiosity gap is a promise to explain.
Write an opening that creates interest and earns it with a specific answer.
Field Notes · Creative & production · 2 min read
Exaggerate the situation, keep the claim honest.
Use an extreme scenario to make an idea memorable without making the product’s promise ambiguous.
Field Notes · Creative & production · 2 min read
A pilot is a sample, not a verdict.
Interpret early feedback in the context of the audience, format and question being tested.
System Maps · Creative & production · 2 min read
One recording can support several useful pieces.
Build a repurposing workflow around complete ideas instead of arbitrary clip lengths.
Field Notes · Creative & production · 2 min read
A hook makes a contract with the viewer.
Write an opening that earns attention and deliver the explanation it promises.
Field Notes · Creative & production · 2 min read
Teach the idea through something people can see.
Use a scene, a demonstration or a worked example to make abstract advice easier to evaluate.
System Maps · Creative & production · 2 min read
Make completion visible.
Design the end of a product or service interaction so people know what happened and what comes next.
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Built from my working notes, scripts and documented projects, with AI assistance in adapting and organising the library. Research and published case studies are linked in the articles.
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