Sean’s take on:
Meeting audiences where they are
Sometimes online ads are viewed as an “extra” — an afterthought to traditional media such as TV spots or billboards. Which is weird, Sean says, because online is where so many people spend so much time.
“Come at it from, ‘Where is the audience already? What does their normal life look like?’” he advises. “Meet them where they are — it’s a lot more natural to them to meet them online. Not to be a nuisance, but just to be a part of their online life.”
It helps that we’re getting better at making marketing content that feels like … content.
Back in the day, your options were disruptive – banner ad, popup ad. Now, for example, you have short-form five- and 10-second ads that play before or during content you’re watching on YouTube, Hulu. That feels more acceptable from a viewer standpoint.
Using animation to convey information
Sean makes videos for DH clients, sometimes animated and sometimes shot on camera. Animation works great for explaining complicated information in simple terms, he says: “A lot of the time we’re dealing with complex health topics, trying to change a behavior or explain a complex problem. Our job is to break it down into digestible pieces.”
Choose those pieces thoughtfully, rather than trying to pack in all the information, Sean advises: “Your audience can only remember one thing at a time.”
Making movies after work
Among Sean’s personal projects is a documentary about busy, working people with responsibilities who also manage to do creative work. He’s found that the question at the center of his film — the fundamental question he asks his artist and writer subjects — is about what it means to them to be an adult.
“The responses I’ve gotten have been surprising,” he says. “People say being an adult is about paying bills and being responsible. But more than that it’s being present, being available for those around you, taking care of people.”
Associate of applied science, graphic design, Spokane Falls Community College
Leadership & Volunteering
Marketing Committee, IPREX Global PR Network