Lesson 4. Works for a collection, a campaign, a funding application or a presentation. Each link must follow from the one above.
| CAUSE What do I stand for? |
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| MESSAGE The one idea to land |
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| EMOTION One feeling |
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| CREATIVE CONCEPT The device or metaphor |
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| THE WORK What makes the pieces one family, and what the variation means |
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| ACTION What should the audience do? |
Test: if someone studied the work with no text at all, what would they learn?