How does this director of creative create the most memorable marketing content

For Alex Wilson, Executive Creative Director at Amplify, making marketing content is the same as making anything else: it's all about grabbing (and keeping) people's attention. "You could inform using an entertainment lens," adds Alex. "I believe that people aren't averse to being advertised or marketed to as long as they are enjoying it."

Amplify is a global creative company that specialises in the field of experiential marketing. They create big-scale events and experiences for brands like Playstation, Netflix, Levi's and many others. "We can bring creativity to life on all platforms," says Alex. "Historically we've been referred to for being more of an agency for experience, however content was always at center of everything we were working on."

We had a chance to talk with Alex to hear more about his process of creation and perspectives on the current marketing landscape. Read on for highlights from our conversation, or check out the video below.

Which is the name of your North Star when it comes to making video?

"Our goal is to educate and entertain. That's the greatest advantages that video media has. It lets you achieve this with a devoted viewers. In the end, whenever someone comes at us and wants to utilize this technology for something, we think about that moment as purely an individual scene, or canvas in a larger piece of story telling."

How do you make sure that you're creating something of quality? What is the thing that keeps you focused?

"Audience, always. Anyone we're talking with is crucial. Are you speaking to them in the places they would like to be spoken to in the way they'd like to be talked to? It is important to begin by focusing on the audience, and then the best way to speak to them and bring them value. Don't interrupt the interaction, but rather enhance it."

Which type of content is appropriate for your particular client?

"Whether it's an immersive TV show that aims to identify the most avid supporter of a specific television show on Netflix or if it's creating a world around a smartphone and breaking the norm of the retail space to be, or unveiling the most recent sneakers, or the most recent game. Everything we do starts with the audience and then ultimately the idea and the way we bring that idea to life on a myriad of media.

We do not always want to be working towards a particular outcome. Obviously, our clients' briefs are often sent to us with this however, what this compromise, cooperation, and co-creation comes from, will allow you to discover the ideal solution, even if it wasn't always what they expected it was initially."

What do you consider the success of your work?

"For us, it's about 'Did you tell the truth about that tale to the target audience we intended it for?' This is all we must be aware of. We are often working with different cultures and subcultures. We have an amazing section of our organization that focuses on culture. We've always, as an agency, been very close to that.

We are trying to partner with individuals rather than broadcast to them, bring them in to co-create and help us create the content and experiences with them, to make sure it is successful for them and their viewers. It's a layered question as to what success can be, however if we produced that content using a method that was accepted by the viewers and was well-received by the audience, that's a great gain for us."

What's the best advice you've ever received?

"My chief creative officer, Jeavon Smith, said the phrase to me "Ignore the noise. I feel that the act of ignoring the noise is very beneficial in all kinds of situations. It allows you to focus only on the work you're here to do and what others will be doing with you and move together with one another because there's a hell of a lot of sound."

Which one do you prefer ?

"Lots of individuals within the studio and agency utilize it in a variety of different ways. It is most definitely one of the most popular. Finding new talents is a really good one to us. As for internal usage, we speak about our body of work at the very least as a portfolio works. In the event that we require an example of something we did in this article or document this information in some way that allows us to access this."