The past few months have afforded me the opportunity to work on a couple of tv spots. I’m new to this game, but so far I’m finding it both incredibly fun and incredibly challenging. As a visual designer, I often find myself letting technique or aesthetic drive the concept instead of building from the core messaging.

Now bear with me on this analogy, and also know that the irony of me being an awful surfer is not lost here. When a surfer takes off paddling, they are looking for the sweet spot on the face of the wave that will drive them forward with enough to speed to allow for a smooth ride. Once they’ve got that speed & stability on their side, they can start carving up the wave and turn a steady ride into a beautiful one. The same is true for a commercial. You need to start by finding the core messaging that needs to be communicated. That’s what drives the spot forward. From that you can build a unique & (hopefully) beautiful spot through technique.

In the midst of concepting this month, Jonathan Gurvit got in touch to share some of his latest spots. I’m a fan.

What do you think?