The project begins with a search for references based on the information I gather from the client during the briefing, such as persona, language, campaign objective, product objective, product highlights, etc. 

I present these references to the client to approve the direction to be followed, then proceed to develop the main scenes (Photoshop), where I present the concept idea (which in this case is always to creatively and illustratively represent the product’s technical aspects). Usually, this process occurs simultaneously with the development of the first animatic, which is also presented to the client. I call this first animatic the “monster” because it is a mix of visual references timed to the music, along with an explanation of my intention for the scene.