How to Develop Creative Concepts for Video and Ad Campaigns
Spin Creative • October 27, 2020
Once brands decide to embrace video marketing and kickstart their first campaigns, they’re usually eager to jump right in. That is, until they get stuck trying to come up with a creative idea. Our creative digital agency seattle
offers the engaging video ads with the best concepts.
Many marketers quickly discover that coming up with creative video campaign concepts is much harder than it seems. Not only do you need to come up with creative ideas
that speak to your brand and products, but they must be aligned with your marketing goals and be something the world hasn’t seen before.
If you’re embarking on your next video campaign, use these tips to develop the best possible concepts that will drive results.
Understand your why
The first step in creating any video or ad concept is to determine the ultimate goal of the campaign. What are you hoping to achieve by putting these videos out into the world? Who are you targeting these videos to?
Videos in a campaign focused on brand awareness will look much different from those in a campaign designed to convert bottom-of-the-funnel customers. Without this first step, your campaign concepts will lack direction.
Hone strengths and narrow down topics
If you’re looking to create a video campaign that is more focused on brand awareness, content marketing and customer loyalty, you’ll want to think about the types of videos that make sense for your brand to publish. What does your brand do well—and what does it do better than the competitors? Can you leverage those skills to establish yourself as a thought leader?
Also consider what your customers need, want or are interested in. What topics or concepts can your videos touch on that will resonate with them? After you’ve asked yourself these questions, generate a list of topic ideas or messages that could make for interesting videos or series.
Of course, if your campaign is targeted at something more specific, like your latest product or service, that will be the “topic.” The next step here will be to identify ideas that fit the themes, feelings and outcomes of your products that can guide you to a creative concept. Is there a specific word or phrase that ties into your message that you can play off of?
Brainstorm ideas
With your goals defined and the general topics you’d like to feature outlined, the next step will be brainstorming the actual creative concept you’ll use to bring your video to life. Put pen to paper for 15 or 30 minutes and list out any creative ideas you can think up without stopping.
Once again, this process might differ depending on the goal and type of campaign you’re looking to create. An informative, content-focused video series
for inbound marketing might require a simple list of potential items to discuss, while an outbound advertising campaign might require more symbolic, creative ideas.
After you’ve generated a healthy list of creative concepts, comb over your ideas to pick the ones that stand out the most.
Remove any concepts that don’t seem to fit your goals or targeted audience.
With a more succinct list of concepts, discuss with your marketing team to expand on one or two even further, defining and shaping the ideas until they become a more comprehensive creative vision for your upcoming video campaign.
Work with a creative partner
Conceptualizing creative ideas for video and ad campaigns might not be your team’s strong suit, and that’s perfectly okay. There is another option available—to hire a creative video partner that will help you come up with a concept that represents your mission.
Teams like the ones at Spin Creative are well versed in brainstorming fresh, creative ideas that match brands’ personalities and goals. Interested in learning more? Say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
At Spin Creative, we believe the most effective product stories go beyond features—they tap into a clear, emotionally resonant narrative that connects with real people. That’s the lens we brought to our collaboration with Microsoft Viva, where our challenge was clear: create a high-impact video that visually captures how Copilot AI empowers people at work.
The end result? A fully 3D-animated brand film designed to wow audiences at executive keynotes, tradeshows, and enterprise events. But how we got there is just as important as what we delivered.
At Spin Creative, we’ve always believed that the power of brand storytelling lies in connecting emotionally with real people. But as artificial intelligence transforms industries at lightning speed, many marketing and creative leaders are asking the same question: What’s next for agencies like ours—and how do we continue to drive value in this new era? Here’s our point of view: AI is a powerful new tool—but not a replacement for insight, strategy, and human connection.
In 2025, digital marketing continues to be a dynamic force—shaped by shifting consumer behaviors, ever-changing platform algorithms, and increasing privacy regulations. For brands looking to maintain relevance and performance in a crowded space, staying ahead means being strategic, adaptive, and creative. At Spin Creative, we believe that clarity in brand storytelling, paired with a smart digital approach, can help brands rise above the noise.
A great video marketing campaign doesn’t start with creative—it starts with strategy. To make an impact, your brand needs more than a beautiful video; it needs a plan that aligns with your audience’s needs, your business goals, and the right distribution channels.