I was not pitching a swap of art on the walls. I was pitching an environment and the only way to communicate the vision was to build it. So we did. We built out three concepts: a beach scene, a park scene and a locker room scene. All which captured the essence of primary brands within the portfolio.
In order to get the execs to really believe in the pitch and to show how committed I was to it, I did the pitch in a bathing suit and flip flops and served drinks out of fun glasses with umbrellas. It went extremely well and the concept was approved by the president of the division.
The sets were supplemented with video which created even more energy, but more importantly, the video allowed people to make an emotional connection with products they use by displaying everyday "life moments."
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