Eliciting the response.
If you notice, this section is populated with the choices that you made in the previous section regarding the “from” and the “to” of where our customer is being transformed from and where that transformation is taking them to.
This is really valuable in terms of capturing visuals when you’re actually out on your shoot. You want to capture visuals that really reflect the strongest from and to visuals. It is important to capture these, even if you don’t end up using them… you want to make sure that you get as many as you possibly can within the time limits that you have. Once you get this down it’s very easy to get a lot of shots in a short amount of time. Always be sure to capture the elements of the “from” and “to” in terms of the transformation that’s taking place with the customer. A reminder: you don’t always have to be literal with this you can be abstract with some of these concepts as well.