J U L Y T H I R T E E N T H , T W E N T Y T W E N T Y - O N E

THE ART OF DECK MAKING

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“ Simplicity, clarity, complexity, and ambiguity

are not mutually exclusive states in language;

the sensitive typographer is one who can

manifest these states in the right mix by

“
controlling the elements at his or her disposal

- TIMOTHY S A M A R A author of Making and Breaking the Grid

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GOOD DECKS SELL IDEAS.

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Economist and Nobel Prize winner Daniel Kahneman believes

that upwards of 95% of our decisions are made emotionally.

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So, before we ask our clients to make a financial, strategy-based

investment, we must first ask them to make an emotional one.

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WE’RE VISUAL. THEY’RE NOT.

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Never assume your client can visualize your creative.

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Our job is to get the client past their cloud of data and
testing to see the value of emotionally driven work.

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Decks can become routine.

Don’t forget the flowers when it comes to presenting ideas.

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THE DECK COMMANDMENTS

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OPEN STRONG
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 SUPER BOWL

J U L Y F I R S T , T W E N T Y T W E N T Y - O N E
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VS.
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SUPER BOWL
July 1, 2021
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USE VISUAL HIERARCHY

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PAG E NAME

* O N E VISUAL FO CAL PO IN T

2.
ONLY INC LUDE THE NE C E SSARY

SUPPORTING COPY OR INFO THAT

CANNOT B E VOIC E D OVE R.

*CITATION OR SOURCES SHOULD BE TREATED AS LEGAL COPY. IT SHOULDN’T BE DISTR ACTING.

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BE PICKY WITH KEYFRAMES

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VS.
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HIGH RES, EVERYTHING

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PARTNERING WITH
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VS.
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PARTNERING WITH
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VISUAL EMOTION >

VISUAL PRESCRIPTION 2 5
 “
open on a girl and her dog watching TV
”
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VS.
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 “
open on a girl and her dog watching TV
”
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PAINT A BROADER PICTURE

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“As the car glides into motion, a small cup of hot

Espresso is already waiting for him. The car is
driverless. The voice we hear is an AI assistant.”

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VS.
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 “As the car glides into motion, a small cup of hot Espresso is already
waiting for him. The car is driverless. The voice we hear is an AI assistant.”
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SWEAT THE SMALL STUFF

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Driverless :60
Open on a wealthy, older man standing at the curb outside a very -
-

HERO: Evening Clarice, home please.

- -

CLARICE: Maybe I can help you relax?

CLARICE: You seem melancholy David. May I help?

HERO: No see, that’s just... the... problem.

HERO: There was a time when I was sat up there, CLARICE: David, NO!
you know? When I had to rely on my
own two hands, my own eyes. -

CARD: Drive like there’s no tomorrow.

HERO: When it wasn’t about getting taken from

place to place. But going somewhere,
and feeling something along the way.

SUPER BOWL 2020 VENABLES BELL & PARTNERS | AUDI 27

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VS.
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DRIVERLESS :60
Open on a wealthy, older man standing at the curb outside a very modern

HERO: Evening Clarice, home please.

CLARICE: You seem melancholy David. May I help?

CLARICE: Maybe I can help you relax?

HERO: No see, that’s just... the... problem.

HERO: There was a time when I was sat up there,

you know? When I had to rely on my CLARICE: David, NO!
own two hands, my own eyes.

CARD: Drive like there’s no tomorrow.

HERO: When it wasn’t about getting taken from

place to place. But going somewhere,
and feeling something along the way.

SUP E R BOW L 2020 V E N A B LE S B E LL & PA RT NE R S | AUD I 25

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BREAK YOUR OWN RULES

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YO U R D E C K T E M P L AT E I S M E A N T TO B E A D E S I G N G U I D E L I N E , N OT A H I N D R A N C E .

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I F A N E L E M E N T WO R K S O N O N E PAG E B U T N OT A N OT H E R ? C H A N G E I T.

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YO U WO N ’ T B E J U D G E D BY H OW C L O S E LY YO U S T I C K TO YO U R T E M P L AT E ( W I T H I N R E A S O N ) .

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A LWAYS C H O O S E V I S UA L E N H A N C E M E N T OV E R T E M P L AT E D E D I C AT I O N .

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A L L T H AT M AT T E R S I S H OW G O O D O F A S TO RY YO U T E L L .

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EVERY DECK MATTERS

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A great deck is a love letter to your clients.

Hell, it’s a love letter to your ideas.

It shows you take pride in them.

It shows your dedication to detail.

Art directors (and everyone!) should put effort into each deck.

No matter how seemingly insignificant the information.

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KERN YOUR ART CARDS

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KERN YOUR ART CARDS

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KERN YOUR ART CARDS

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RECAP
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USE KEYFRAMES
OPEN WITH A STRONG VISUAL. PAY ATTENTION TO HIERARCHY.
TO ENHANCE YOUR STORY.

VISUAL EMOTION >

HIGH RES, EVERYTHING.
VISUALLY PRESCRIPTIVE.

SWEAT THE SMALL STUFF. PAINT A BROADER PICTURE.

DON’T BE AFRAID TO
EVERY DECK MATTERS. KERN YOUR ART CARDS.
BREAK YOUR OWN RULES.

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THANK YOU.