Mix Creativity and Marketing

 

ffern is my favorite brand when it comes to artistic marketing. They use elegant artistic ads to cause people to stop their scroll and go "hey what was that?" and investigate further. The longer form video I show above is the payoff of the shortform content that it generates.

And the proof of that is right in the comments. 

 I use this strategy in an adjacent content with my own personal brand. I do long form twitch streams that I then edit down into short form clips to upload to social media. The short from content acts as the hook and the long form content builds my brand. This was I am able to be creative in the way that I want to be while still generating content that is marketable and brings more people into my brand. 

One of the largest things I see creatives struggle with is their ability to grow their brand. A part of that is that it is difficult to be your own hype man without looking lame, the other larger part is that your focuses are often better served devoted towards creative pursuits and being easily marketable and being a work of art sadly are not the same thing. A smart brand knows this and finds limitations that they are able to be creative within. It takes creativity and intelligence to be successful, but the good news is genuinely creative intelligent people are in short supply, and they support each other when they spot one. 

I showed the ffern ad to an advertising class and afterwards when it came time for questions the professor asked if anyone was bored. Three hands in the back of class lazily went up, to which I nodded, it's not for everyone. When it came time for comments one hand shot in the air, I called on him and he said something that made me immediately know we were on the same wavelength. "It's I can smell it through the video."