Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

The Influencers

Setting the Mood: Aligning Creative and Client

INFLUENCER: Sandstorm's Jason Dollery introduces the latest Insights video on the infamous mood board

Setting the Mood: Aligning Creative and Client

What’s the best way to get your creative agency and your project stakeholders creatively aligned early in the project?

Back in 2013 while helping build the 5th fastest growing tech company in the UK it was the question I was asking myself, faced with the unpleasant experience of multiple creative agencies failing to pitch inline with the vision of our MD. It’s a misalignment that represents me, and the marketing team, as much as the agency. So it was (and still is for every creative and client relationship) in our best interest to find a solution.

To get these industry leaders to think along the same creative lines didn’t require the creation of anything new, in fact the opposite was true. We simply took a step back - to a time before mankind’s knowledge of language - and allowed pictures to tell the story.

A collage of pictures referencing elements, which we would like to expand on, has created the infamous mood board. As basic as they sound, mood boards are one of the most clear and helpful communication tools when starting a new creative campaign, whether that is photography, film or, well, anything creative.

This month's insight film follows senior producer Marie-Ann Morrell as she explains how to create and implement a mood board for either client or agency and how this crucial element played a role in the development of a recent music video for drum and bass heavyweights, Calyx and Teebee.

Find out more at 

Jason Dollery is creative director of Sandstorm

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genre: Documentary