Week 8 Homework - Taking a big swing (Sprint #3)

• Build your rationale and storyboard for a big swing campaign tied to a peak moment on your brand's marketing calendar.
• Continuing with the brand and persona from the last two weeks, identify a peak moment for your brand (a holiday, a product launch, a cultural moment, or a major event) and build a bold creative concept around it. Use Taylor Holiday's four peaks framework to find the right moment.
• Use our guide + templates here to cover all the key steps and see examples.
  • our submission can be a Google doc, Notion page, note or whatever format works best for you. Just make sure you include all the details outlined in this final document.

Once you're done, share your doc in #homework-week-8 in Slack. Check out the video above for more info.

 

Full instructions and extra tips

Sprint one confirmed your persona was real. Sprint two proved you could scale it. This week you take everything you've learned and make a bold creative bet.

 

Your situation this week

Same brand, same persona as the last two weeks. Now ask yourself: what's the peak moment on the calendar that matters most for this brand? And what's the boldest creative bet you could make tied to that moment?

Think beyond a standard ad: A major creator collab, a live event activation, a cultural moment tie-in, a co-branded partnership. A true big swing has to carry real risk. If it's guaranteed to work, it's not a big swing. If it works, it should really shake up what you’re doing as a brand. That's the signal you're on the right track.

 

Find your big swing idea

Start with Taylor Holiday’s four peaks framework and explore the moments that matter the most to your brand, holidays and gifting, product releases, cultural moments, BFCM.

Find the peak that matters most for your brand (in terms of timing for your brand and the persona you’re focused on), ask what the boldest possible creative idea looks like tied to that moment.

Use Inspo in Motion to look for visual inspiration. And chat with Runneth to pressure-test your idea and find creative references from outside your industry. The goal here is to combine inspiration from multiple places (visuals, trends, cultural context, etc.) into something genuinely new.

 

Build your case

Same structure as the last two weeks — context, hypothesis, persona, evidence, testing variable. The rationale section should make clear why you’re choosing this moment, why you picked this concept, and what you're betting on. Keep it concise!

 

Build your storyboard

This is the big difference this week. A production brief tells someone how to make an ad. A storyboard maps out the full creative vision, it's more intensive because the concept is more ambitious. You're documenting the creative vision clearly enough that someone else could pick it up and make it.

You can use our Matrix ad storyboard as your template — it shows exactly how we mapped out shots, scenes, script, and visual direction before our production team started working on it. Watch the finished ad here to see what that storyboard became.

Our completed Motion example is also in the guide: a VidCon creator contest featuring Colin and Samir, built on everything we established in the last two sprints. Use it as your reference for how the rationale connects to the creative vision.

 

Package it and post it

Same final document structure as the last two weeks. Drop it in #homework-week-8. We want to see the full picture: Your rationale, your big swing concept, and your storyboard.

The skill you're building this week is the one that creative strategists dream about: Taking everything you’ve learned about your audience, finding the right moment, and turning everything up to the highest level possible.