Some people are better at visualising ideas than others. Let’s get that out of the way. In rare cases even, designers / art directors virtually have to complete the project before some are able appreciate a concept. In most cases creatives provide something called scamps as part of the visualisation process. A scamp is a rough or mock-up that articulates the idea. In sculptors language this would be called a maquette. Scamps are a way in which creatives can present an idea without it being fully worked up in order for the design to move to the next stage. A worked up scamp is supposed to be the base layer where the raw idea is expressed and is not too bogged down in the detail. It’s only after this stage is agreed creatives start to fully consider the style/finish/effect, the aesthetic detail in general.
The advantage of the scamps
The advantage of the scamp is multi facetted. They help the designer realise the concept in their own mind. Additionally, a rough, sketch or draft does not present a client with a fait accompli and invites questions, testing and rigour. Detail here is the enemy. The exposure of the photograph or the line weight of the illustration is not important at this stage. Put simply, a scamp invites client buy-in at an earlier juncture; designed not to be derailed by detail. The other significant advantage is cost. A scamp is significantly easier to change and therefore less expensive to rework, compared to setting up another shoot or creating a new illustration, if ultimately the concept is flawed.
The examples here show scamps of an ad campaign. From the drawing it is relatively easy to see how the concept and composition will work in a real world ad.
To read more about brand campaigns, please click here.