You're given a brief for a new video campaign that is intentionally vague, stating only 'create something viral and engaging' for a product launch. You have access to a large, uncurated library of stock footage and music, but no new filming is possible. How do you approach defining the creative direction, selecting assets, and developing a compelling narrative under such broad and ambiguous instructions?
final round · 5-7 minutes
How to structure your answer
CIRCLES Method: Comprehend (deconstruct 'viral' and 'engaging' for target audience/platform, define product's core value proposition). Ideate (brainstorm diverse concepts leveraging stock footage, focusing on emotional resonance or humor). Research (analyze current viral trends, competitor content, and platform-specific best practices). Create (develop multiple narrative arcs, storyboard using available stock, select music for mood). Learn (A/B test concepts with internal stakeholders for initial feedback). Evaluate (define success metrics beyond 'viral' – e.g., share rate, watch time, CTA clicks). Synthesize (refine chosen concept based on feedback, ensuring alignment with product launch goals and brand identity). This structured approach mitigates ambiguity by systematically narrowing creative options.
Sample answer
Given the vague brief and asset constraints, I'd apply a modified CIRCLES framework. First, Comprehend: I'd deconstruct 'viral' and 'engaging' by defining the target audience, product's unique selling proposition, and target platform's content ecosystem. What emotions or actions do we want to evoke? Next, Ideate: I'd brainstorm diverse narrative concepts that leverage the emotional or humorous potential of stock footage, focusing on universal themes relatable to the product's value. Research: I'd analyze current viral video trends, competitor content, and platform-specific engagement metrics to identify successful narrative structures and visual styles. Create: I'd develop 2-3 distinct storyboards, meticulously selecting stock footage and music that align with each narrative's emotional arc and brand identity. Learn & Evaluate: I'd present these concepts to internal stakeholders, defining clear success metrics (e.g., shareability, watch time, emotional impact) beyond just 'viral.' This iterative feedback loop, combined with a structured approach to asset selection and narrative development, ensures a compelling and strategic outcome despite initial ambiguity.
Key points to mention
- • Proactive clarification and definition of success metrics (what 'viral' and 'engaging' mean for this specific product/audience).
- • Strategic use of existing assets: how to recontextualize and create new meaning from generic stock footage.
- • Understanding of current social media trends and viral content mechanics.
- • Strong narrative development skills despite asset limitations.
- • Ability to work under ambiguity and define scope.
Common mistakes to avoid
- ✗ Immediately jumping into editing without defining creative direction or success metrics.
- ✗ Selecting assets based solely on aesthetic appeal rather than narrative fit or strategic purpose.
- ✗ Failing to push back or seek clarification on the vague brief, leading to misaligned output.
- ✗ Creating a generic video that doesn't stand out or resonate with the target audience.
- ✗ Overlooking legal/licensing implications of stock footage and music usage.