GeniusRocket
Encyclopedia
GeniusRocket is a small creative advertising
firm specializing in video production
through a curated creative community. The company uses a unique hybrid model referred to as curated crowdsourcing to produce a wide variety of creative video content, including live action
, motion graphics
, and animation
.
space, building a community of more than 15,000 creative professionals. After hundreds of projects, however, the company shifted directions in 2011 for a different twist on crowdsourcing
, utilizing a much smaller community and a staged, "no-spec" production process.
—like the multitude and diversity of creative ideas and talent—with the security, privacy and control of traditional advertising agencies
. There are three essential components to the model: the small, vetted creative community, staged production process, and security and creative guardrails throughout collaboration and production.
techniques, GeniusRocket does not maintain a large community of creatives. Instead, it takes a "quality over quantity" approach and uses an application process to individually vet and approve all creative teams in its community. As of summer 2011 there are more than 300 creative professionals and creative teams in the GeniusRocket community. Any applicants who are rejected from the GeniusRocket community are given feedback on their application and invited to reapply in the future.
, and selection/production.
This staged production process makes GeniusRocket a "no-spec" model, meaning that there is no speculative work being done by the community, and all production work is compensated. With only one project actually entering full production it also allows for easier collaboration between client and creator, adjusting and tweaking throughout the process to ensure the artist's vision is communicated and the client's project falls in line with what they want.
, PepsiCo
, Big Red
, and South by Southwest
(SXSW).
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
firm specializing in video production
Video production
Video production is videography, the process of capturing moving images on electronic media even streaming media. The term includes methods of production and post-production...
through a curated creative community. The company uses a unique hybrid model referred to as curated crowdsourcing to produce a wide variety of creative video content, including live action
Live action
In filmmaking, video production, and other media, the term live action refers to cinematography, videography not produced using animation...
, motion graphics
Motion graphics
Motion graphics are graphics that use video footage and/or animation technology to create the illusion of motion or rotation, graphics are usually combined with audio for use in multimedia projects. Motion graphics are usually displayed via electronic media technology, but may be displayed via...
, and animation
Animation
Animation is the rapid display of a sequence of images of 2-D or 3-D artwork or model positions in order to create an illusion of movement. The effect is an optical illusion of motion due to the phenomenon of persistence of vision, and can be created and demonstrated in several ways...
.
History
GeniusRocket was founded in 2007 by Mark Walsh. Originally, the company pioneered the crowdsourcingCrowdsourcing
Crowdsourcing is the act of sourcing tasks traditionally performed by specific individuals to a group of people or community through an open call....
space, building a community of more than 15,000 creative professionals. After hundreds of projects, however, the company shifted directions in 2011 for a different twist on crowdsourcing
Crowdsourcing
Crowdsourcing is the act of sourcing tasks traditionally performed by specific individuals to a group of people or community through an open call....
, utilizing a much smaller community and a staged, "no-spec" production process.
Their Model
The GeniusRocket model combines aspects of crowdsourcingCrowdsourcing
Crowdsourcing is the act of sourcing tasks traditionally performed by specific individuals to a group of people or community through an open call....
—like the multitude and diversity of creative ideas and talent—with the security, privacy and control of traditional advertising agencies
Advertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services...
. There are three essential components to the model: the small, vetted creative community, staged production process, and security and creative guardrails throughout collaboration and production.
Small Creative Community
Unlike many other companies utilizing crowdsourcingCrowdsourcing
Crowdsourcing is the act of sourcing tasks traditionally performed by specific individuals to a group of people or community through an open call....
techniques, GeniusRocket does not maintain a large community of creatives. Instead, it takes a "quality over quantity" approach and uses an application process to individually vet and approve all creative teams in its community. As of summer 2011 there are more than 300 creative professionals and creative teams in the GeniusRocket community. Any applicants who are rejected from the GeniusRocket community are given feedback on their application and invited to reapply in the future.
Staged Production Process
The GeniusRocket production process involves three stages: ideation, storyboardStoryboard
Storyboards are graphic organizers in the form of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic or interactive media sequence....
, and selection/production.
- In the ideation stage, the client submits a creative briefCreative briefA creative brief is a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc. The document is usually developed by the requestor and approved by the creative team of designers, writers, and project managers...
outlining any preconceived ideas, design preferences, tone, or other details for the project. GeniusRocket community members with relevant skills for the project are then invited to submit written concepts of their video. These concepts are then rated by the client and the GeniusRocket team. - In the storyboard stage, three to five concepts from the ideation round are selected to move forward and produce storyboardsStoryboardStoryboards are graphic organizers in the form of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic or interactive media sequence....
of their concept. Artists are paid for their storyboards, ensuring that any artistic work is compensated for. The client and the GeniusRocket team then again rate the storyboards before moving to the final round. - In the selection or production stage, one or more concepts (depending on the needs of the client) are chosen to move into full production. Production teams selected in the final round are given a portion of their production budget in advance, the desired timeline, and work in collaboration with the client and the GeniusRocket team throughout the production and post-production process.
This staged production process makes GeniusRocket a "no-spec" model, meaning that there is no speculative work being done by the community, and all production work is compensated. With only one project actually entering full production it also allows for easier collaboration between client and creator, adjusting and tweaking throughout the process to ensure the artist's vision is communicated and the client's project falls in line with what they want.
Security and Creative Guardrails
GeniusRocket allows clients to keep projects completely secretive, with no public broadcasting of the production and legal agreements surrounding all creative briefs, strategic elements, and production work. This tight degree of control over the project also allows clients to provide constant feedback with the creator—facilitated by the GeniusRocket project manager—ensuring the final product is of high quality and in line with the client's overarching marketing strategy.Clients
GeniusRocket's clients include small to medium-sized businesses, [nonprofit organization|nonprofits] , [trade association|trade associations], political groups, other [advertising agency|advertising agencies], and even notable companies like H.J. Heinz Company, Kraft FoodsKraft Foods
Kraft Foods Inc. is an American confectionery, food and beverage conglomerate. It markets many brands in more than 170 countries. 12 of its brands annually earn more than $1 billion worldwide: Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oscar Mayer, Philadelphia, Trident, Tang...
, PepsiCo
PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...
, Big Red
Big Red (drink)
Big Red is a soft drink that was created by Grover C. Thomsen and R.H. Roark in Waco, Texas and originally known as Sun Tang Red Cream Soda. It is generally considered to be one of many American varieties of cream soda, and is the original "red cream soda"...
, and South by Southwest
South by Southwest
South by Southwest is an Austin, Texas based company dedicated to planning conferences, trade shows, festivals and other events. Their current roster of annual events include: SXSW Music, SXSW Film, SXSW Interactive, SXSWedu, and SXSWeco and take place every spring in Austin, Texas, United States...
(SXSW).