Define visual rules
Set concrete boundaries for light, materials, colour relationships and framing. Replace “make it premium” with observable decisions such as soft side lighting, matte surfaces and generous negative space.
Separate exploration from selection
Use the first round to explore possibilities. In the next round, stay within the chosen direction. Reopening the aesthetic with every asset can weaken the campaign language.
Review the work together
Assess assets side by side, not only in isolation. Compare lighting, proportions and narrative. Resolve differences before the finishing stage.
Plan delivery formats early
Vertical video, wide imagery and small-screen crops need different compositions. Including those needs in production planning avoids forced crops at the end.
A strong workflow leaves room for exploration while protecting the boundaries of the selected direction.
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