Here is the thing about stunts that are intended to drive viewership: they’re not flashy, but they are critical. They’re critical to viewing, which translates how critical they are to ROI.

That’s why you hire a strategic Creative Director (me): to assemble a team that will get the job done.

With these stunts, you see creative work by creative people, challenged to think creatively about dressing up footage that’s been seen a bajallion times, or a montage of random bits that were shot in the dinosaur era, or, well, you get the picture—taking work that’s been put out to pasture and dressing it up like it’s the first time you’ve ever seen it.

How do you do that? Use design. Use your words, Think outside the box.

Always think creatively.