🍣 dramatise don't just describe
“It's not where you take things from— it’s where you take them to.” Jean-Luc Godard
Most creative briefs describe the task.
When in fact they should dramatise it.
Same with good advertising and content.
They often describe the proposition, or the product, or the brand idea.
But the best ads and content dramatise it, to make it more memorable.
This sounds obvi…
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