This is the creative brief for the Flip mino HD, apart of a group branding project at the Academy of Art University in San Francisco.

1. Creative Brief
Account Planning: Paris Daniell - Jacopo Bordin
Art Direction: Robert Keller - Seunghwan Han
Copywriting: Brittany Loobey
Problem
Flip needs to define their brand image – separating the flip in a simple way amongst the clutter
of the compact video device market.
Branding Objectives
Create a branded campaign that communicates the simplicity and efficient uploading
capabilities of the Flip mino HD.
Communicate and engage with potential consumers to get their life out there with the
Flip mino HD, before another company can match the unique offering that is
presented by Flip.
Who are we talking to?
People who lead an active lifestyle, online and offline. Their definition of fun resides
in outdoor recreation or social events, they also enjoy 'me' time.
Living adventurous lives by their own standards, these people want to record their
unique moments and share them.
Later they will share their captured moments with others online; they want to be seen.
simple
share-ification
independent
active
durable
Single most compelling idea:
Flip video. It’s whats happening.
Insight
It takes minutes to complete the process of capturing video and uploading it online with the Flip. Built in
software allows the user to upload from any computer, not just theirs.
Being as sharable as possible Flip video is whats happening everywhere for any moment.
Using the Flip is simple. Recording consists of two actions; hit the power button, and press record.
Uploading requires selecting a couple of clips, and clicking upload.
This device is something you can easily operate while climbing a rock face or while capturing a face
hitting rock. Even your mother or your grandmother wouldn't find it complicated.