It’s Super Bowl Week so you’re sure to see a lot of coverage about commercials. If you’re a business or marketing leader in your organization, you might see those commercials and think to yourself, “How can I do something big and creative for my business?”

The first place to start?

A plan: It’s how you get from the lightbulb moment to a finished product that will wow your audience.

It’s also a lot of work.

Here are some things to keep in mind before you get started:

Proactive vs Reactive

Before we start talking about a creative project for your brand, let’s address one thing. If you don’t have a basic marketing strategy in place right now, you won’t be able to pull off anything big.

Creating something big requires your marketing strategy to be in a proactive. If you’re planning out your marketing activities on day to day or weekly basis, large creative projects are going to be a major challenge for you.

Start small by creating a consistent social media presence or a regular e-mail to prospects and customers. If you’ve got a good foundation in place, you’ll have the resources necessary to do more with your big creative project.

Line Up Your Talent

Talented people are always in demand. Chances are that the videographer or designer you want to use for your big idea are working on another project right now. They might tell you they can’t get started on your project for 2-3 months (unless you want to pay a rush charge).

If you want to use the best people for your project, you need a plan that accounts for each part of it. You might not enjoy building a 250-shot list in an Excel document but you’ll be glad you have it when you’re on set.

Great Brand Creative Takes Time

Building out a great piece of brand creative usually takes weeks, if not months. Take this brand video we produced for i9 Sports – this was a 6 month project from the initial kickoff to the final delivery of the video. Finding over 75 kids, renting venues, building a shot list, then filming, editing and post-production isn’t something that happens overnight.

When you’re calculating out the time needed for your project, it’s always best to be conservative on the timing. Set appropriate expectations and you’ll be much happier in the end.

Even Viral Advertising Needs Planning

Some people might point to famous viral moments in advertising like Oreo’s “Dunk in the Dark” tweet during the Super Bowl and say you don’t need months of planning for a success like that. The truth is, Oreo had a 15-person social media team in place during the entire event ready to respond to whatever was trending during the event.

Ready to get started on your plan?