Tips on putting together creative frameworks from a dazzling director duo

Vimeo’s annual video marketing conference, Outside the Frame, brings together creatives and experts from across the world of video content creation to share their wisdom and expertise. 

This year, we had the pleasure of welcoming New York-based director duo rubberband, comprised of Jason Sondock and Simon Davis, to the video stage. Let's dive into how their creative frameworks result in content for the likes of Air Jordan, Apple, Chanel, and many others. 

3 basic rules for creating your best work

For rubberband, there are three essential actionable strategies to keep in mind when you start to make meaningful work. 

1. Keep it simple

No matter the scale of the project, always return to the core of your idea. Adhering to a simple essential concept and tone can actually help you get the most out of your video marketing efforts. 

It means you can easily share and explain the idea at the core of your video, even if the visuals and production are more complex. People can usually get behind something that’s easy to understand. 

2. Speak how you want to be spoken to

Regardless of the topic, don’t talk down to your audience or be disrespectful. 

Instead, observe how people want to be spoken to and trust your gut. Data and reports can only tell you so much without context. 

3. Make work that you want to see

You should always make work that interests you. Just because you’re making an ad doesn’t mean it has to be devoid of artistry. 

Don’t be afraid to push boundaries and try to do something a bit edgy — if that’s where your instinct is guiding you, trust that feeling.