Using a book to define a role. from @jason_swet

The creator asks what a creative director is, then uses a book titled 'The Eye' to answer the question by reading excerpts about the role's history and function, illustrated with B-roll from the book. He concludes by revealing the book was written by his cousin, who inspired his own creative career.

Creator: @jason_swet on TikTok

Video format

Talking Head Edit

Video outline

  1. Pose niche question
  2. Consult authoritative source
  3. Reveal core abstract concept
  4. Reframe concept as learnable
  5. Share personal origin story

Narrative framework

The Expertise Deconstructed Framework

Narrative framework logic

Answering a complex, niche question by deconstructing it through an authoritative source, then re-contextualizing the answer with a personal, inspirational story.

Topics: Design, Career Advice, Brand Strategy

Concepts: Analogical Definition, Origin Story

Formats: Talking Head Edit

Elements: B-Roll Cutaway, Text Overlay, Image Overlay

Account types: Personal Brand

Transcript excerpt

What even is a creative director? This book is essentially rank encyclopedia of creative directors profiling dozens of creative directors across industries and answering that question through 400 plus pages. Let me just read to you a bit of that answer, and I'll tell you something really important I've learned about the best creative directors. The future of creative direction is unknown. Its history is no less nebulous. Leonardo da Vinci was arguably the first creative director. Fabian Bad, editorial director of Interview Magazine and founder of his own design firm, even best some version has been around since the pyramids. Baron explains of the Christian cross, he says, the most famous logo ever. Creative directors, whether building the pyramids or conceptualizing a logo, deciding on the look of a handbag, or directing the music video of a pop star, are the heart of any project. They establish and develop a company's personality, perspective, and reason for being. They construct the DNA for a brand using whatever means necessary, whether it's their childlike instincts or their robust Rolodex, external or internal stimuli. Across a mix of industries, including fashion, publishing,

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