Idea Generation

In our three person group, we began the session by forming teams and engaging in an open brainstorming activity focused on generating as many ideas as possible for each of the four UGC video content routes. We encouraged free flow thinking and built on each other’s suggestions so that the volume and variety of ideas increased over time. Once we had a substantial pool of concepts, we posted some of them on Padlet and eventually our tutor collected all of the groups’ ideas, copied 131 onto an Excel and then processed them using an AI tool in order to organise all ideas into clear categories to highlight common themes and distinctive directions.

Next, we moved into a more focused ideation and selection stage, where each group had to narrow the longlist down to three or four ideas that could be developed further for pitching. To structure this decision making process, we applied the GROW model: first clarifying the Goal of our UGC concept within the Red Bull Basement campaign, then assessing the current Reality in terms of our resources and skills, before exploring multiple Options for how each idea could be executed. Finally, we agreed on what we Will actually do, using a simple voting process to identify the strongest concepts that best related to different aspects of the brief, including specific Red Bull assets and touchpoints.

During the idea formation stage, we needed to consider a range of factors that would maximise the effectiveness of our final concept and ensure a strong fit with the client brief. Our group received a short, practical introduction to using the Insta360 camera, which helped us imagine how potential ideas could be visualised and executed through dynamic 360 degree UGC storytelling. This technical insight influenced which concepts felt most realistic and impactful to bring to life in production. Equally important was a careful analysis of Red Bull Basement’s organisational identity, culture, values and beliefs, as well as its existing marketing expertise and resource availability. We gained much of this understanding during the live client session with Ashley and Beth, who represented the brand and answered questions during a lecture visit, giving us first hand insight into how Red Bull thinks about innovation, student empowerment and authentic content. This combination of creative, technical and organisational considerations helped us refine our ideas more strategically.

Finally, we agreed on a single concept to take forward and then outlined, step by step, what needed to be included in our UGC video to make it clear and persuasive for the pitch. We translated the idea into a simple narrative structure, specifying key scenes, transitions and moments where the Red Bull Basement values would be visible from a student POV. At the same time, we began preparing for the pitching stage by considering relevant external factors such as platform choice, opting for TikTok as the primary channel, and confirming that a POV format would feel most authentic for our target audience. We also discussed basic UK legal considerations around taking and using photos and videos in public or semi public spaces, including consent and privacy, to ensure that our proposed content would be both creative and compliant.