To capture the fun and relatable vibe the brand asked for, Elias worked to get the pup playfully tugging on the toy, while Lorsch coached Elias on where to look and how to achieve a realistic smile.
“If you fake laugh, it changes the facial structure, looks more authentic, and translates better,” Lorsch explained.
Once Lorsch had a few images to work with, the audience helped her choose the best of the bunch. She then had nine minutes left in the session to edit the photo to meet the project specifications. After a few touch-ups, the audience was presented with the finished product.
That’s a wrap
Riccobono reminded the audience that although the live demonstration was a condensed example of how the creative process works, it was the best way to answer the question of whether brand- or creator-led content is best.
“The real answer is it’s not either/or,” said Riccobono. “Brand content builds control, and creator content is what builds that trust and authenticity. So, the brands that win are the ones that really know how to do both together to drive performance.”
