Concept reviews

Concept reviews exist to prevent the worst outcome in retainer work: you produce a month of visuals, and the client likes none of the directions. Instead, you get them to approve the ideas before production — so by the time finals arrive, they already bought in.

What a concept is

Three to five words describing a shot, optionally with reference images attached: "runner with Nike shoes, close-up", "model wearing the product at golden hour, beach". That is enough for a client to react to. Where do ideas come from? The brand’s identity — its customers, products, locations — plus a quick Pinterest or web sweep for visual references.

Running a round

1. 1From Feedback (or Concepts), choose Create concept review and pick the brand.
2. 2Name the round — "May concepts", "Sample ideas".
3. 3Add a concept per planned shot, attaching reference images or ingredients where they help.
4. 4Create the link and send it. The client page asks them to review each concept and mark it: move forward, needs tweaks, or replace.
5. 5Decisions land in your Feedback inbox. Produce the month’s images against the approved concepts.