A strong concept is the difference between having your content linger in your audience’s mind, or getting turfed out as soon as they need more thought space. A big budget production can be hampered with a weak concept, and a small budget production can be made by a strong one. Conceptually, we like to challenge the audience a little, because it activates the audience’s mind and keeps them engaged. If the concept stays with you, so will the message.

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