Don’t overthink it
The teams met two more times in Cannes and sorted through the numerous ways to tell a complicated story, which White recognized they could easily overthink. Instead, they moved Wieden’s quote on rethinking what’s possible from the end to the beginning, and suddenly they felt as if all the threads connected.
“It is just about rethinking everything that you know as possible in every aspect of this business, from the challenge itself to the partners involved, to the network and the league, to the teamwork, to the creative assets and to starting the journey well before the Super Bowl,” White said.
Trust in texts
With a working relationship that dates back to 2007, White and Amoo-Gottfried settled much of the presentation over text. Feeling comfortable with each other allowed them to make progress while sending the deck back and forth asynchronously in the short window they had to prep.
Hit your beats
Amoo-Gottfried and White worked out the presentation over 45 minutes in the lobby of the Carlton, figuring who hits what beats, developing their transitions and sharpening the story.
“Once you have that, then it’s much easier to shape other stuff around it. Then there’s some stuff that ended up on the cutting room floor after that conversation and a couple of slides that we decided we didn’t need,” Amoo-Gottfried said.
