When Vision Leads Again: How VISBOOM Reignited Our Creative Flow

Wiki Article

The creative journey can sometimes be more of a challenge than the result. In my case, while developing an International lifestyle campaign that was very much about storytelling and connecting emotionally with people and products, due to such rapid growth of the business across markets, channels and platforms, the daily grind of deadlines, logistic issues & deliverables took precedence over the conceptual elements of developing a campaign, so there was no time for that conceptual creativity; the focus was now speed and scale, not the story.

One of the campaigns was a project that involved developing a global outerwear collection that required regionally-based adaptations, seasonal variations and a ton of product shots. All aspects of the shoot had to be coordinated—location, models, stylist and lighting arrangements, which left little if any time for ideation or creative exploration. I felt I was limited in my capabilities and had lost the ability to test concepts or take risks or challenge the boundaries of a project.

That was when I discovered VISBOOM. My first impressions about VISBOOM were mixed and skeptical because I had previously worked with AI and creative automation and had very poor results. In fact, the creative automation tools I used produced images that were lifeless and missing the subtlety and emotion our brand relies on. But curiosity, which drives every creative professional, inspired me to try VISBOOM.

I uploaded numerous images of products and lifestyles at night, not knowing what to expect. Within minutes, VISBOOM had taken these images from basic photography to creating a comprehensive narrative visually. The lighting gave emotion, the textures created purpose, and each image carried through a consistent brand-related feeling. Instead of replacing creativity, VISBOOM took the product's creative vision and rendered it into a medium that could be explored, iterated upon, and improved.

The technology created the opportunity for our company to save time and mental energy by allowing junior designers to create complete visual stories for their presentations and not wait on physical prototypes. Stylists experimented with color, texture, and tone through virtual environments, and all divisions of marketing, eCommerce, and retail could see a visual storyline prior to actual production and photoshoots beginning. VISBOOM was an empowering tool that allowed all departments to collaborate in telling their stories with clarity and precision.

The creation of a "Movement" campaign, previously created over multiple shoots with weeks spent in post-production afterwards in order to maintain consistency across editorial, eCommerce, and Social Media platforms created a unified visual universe of all touchpoints which all had the same emotional and story-telling elements in less than a single day. The ability to do so was not only efficient but, being emotionally resonant and precise enhanced the user experience.

The greatest influence VISBOOM had on our creativity was the separation from logistical limitations of our positional method of creating works. It allowed us to go back to the essence of what we create, Vision, Emotion, & Storytelling - then provide detail to the working nuances of posing tension, determining the interaction between natural light with fabric, and the way colours exist together in an image. VISBOOM provides us with the capability to capture details previously missed in an efficient manner with our workflow. The ability to create has increased with VISBOOM rather than become diminished.

As a result of going through this process I have learned that the best way to create new ideas is by taking away the barriers that may exist between creativity and an organisations' operational functions. VISBOOM has allowed both creativity and operations to function as one system, resulting in a much more streamlined workflow process, greater number of creative ideas, and more cohesive and effective marketing campaigns. In this sense, VISBOOM is much more than just another tool; it is also an integral part of the creative development process, allowing for the human aspect of creativity to come through, while allowing for a larger scope of creative potential.

For the first time in many years I am completely connected to the creative process again. Vision drives the process, Ideas inspire the process of creating, and ultimately our creative work is a representation of our stories, communicated in an engaging, thoughtful and meaningful manner.