A friend sent this video to me this morning. I defy you to watch it without smiling.
It gave me what my colleague Dror Liwer likes to call “An unexpected moment of delight”. It’s something we strive for (but honestly don’t always achieve) in all of our work. When we hit that sweet spot it’s something special.
How did Spike Jonze and his team provide me with that feeling?
1) Incredible design – I had seen the first trailer for this film but I’m still blown away by the quality of the costumes. They also picked some great scenes to include in the trailer. It’s a good rule for anyone doing design work. Never underestimate the “Wow factor”
2) They exceeded expectations – The first trailer set the stage for the delivery here but didn’t over promise. And it’s amazing to see Maurice Sendak’s visuals translated on to film like this. The finished product looks even better than I had hoped.
3) They took this project and made it their own – It’s clear that Jonze is using Sendak’s book as inspiration, not as a blueprint. Clients want this too. They want creatives to enhance their ideas, not just execute.
4) I didn’t know this was coming – Surprise is a great tool in building relationships. When we gave our clients Flips with their Zportraits for Christmas last year, we got a great response because it was a unique gift no one could anticipate.
When was the last time you surprised your customers by going above and beyond the call? When was the last time you made them smile?