Strategies for creating innovative frameworks from a dazzling director duo

's annual video marketing conference, Outside the Frame, is a gathering of experts and creators from all walks who create video content to share their wisdom and experience.
In the past we were privileged to have the honor of welcoming director from New York team rubberband consisting by Jason Sondock and Simon Davis, to the video stage. Let's dive into the creative process that results in video content that is used by the likes of Air Jordan, Apple, Chanel, and many others.

3 basic rules for creating the best possible work

Rubberband comes in three varieties. three important strategies you should remember when you start to make meaningful work.

1. Keep it simple

No matter the scale of your project, you must always get back to the core of your concept. Sticking to the basic idea and tone will allow you to get maximum value from your marketing videos.

This means that you are able to easily communicate and present the concept that is the basis of your film, even when the visuals and production are more difficult. The majority of people will appreciate things that are easy to grasp.

2. Make sure you speak in the way you'd like to be spoken to

No matter what the subject is be respectful to your guests or show disrespect to them.

Instead, observe how people like being heard and listen to your intuition. Data and reports will only reveal so much without context.

3. Do the work you would like to be able to view.

It is important to create works that are interesting to you. Even if you're creating advertisements doesn't mean the work has to be boring or devoid of artistry.

Do not be afraid to test your limits and make a statement that is a bit unconventional If that's what your gut is directing you, trust that feeling.

"The best barometer of your work is you."
  Jason Sondock, director

Work outside your comfort zone

People can get easily fatigued when they watch muted content like the rest of the world however a stream of well-channeled unorthodox energy will get them moving time.