Revising the Revision

I've been working on a few sets of ad campaigns for my portfolio for a few weeks now.  And they have gone through a number of incarnations.  

What I've had to work on the most is the big idea.  That is coming up with and expressing in an interesting or clever way this idea.  

When I first sat down and made a series of ads for, let's say, my jewelry business, they were not really related and skirted around a central idea instead of presenting it head on with fireworks, a jazz band and a ring-leading comedian.  

Here's what it looked like:

Not necessarily terrible, but without a central idea or driving emotional reason.  And it could use better art direction.

Here's the revision of that:

I started using the personal approach here.  The idea is this jewelry will match you, your personality.  This jewelry is a personal statement of who you are and it can say anything you want it to.  Pick something that matches you or have that special piece made according to your design suggestions.   

The revision needed a snappier title and maybe a little better art direction:

And when I take it to the creative director or art director, they will probably have another suggestion.  But that's how you make better and better ads, revise the idea, the copy, the art.  Let it sit, take it to someone with fresh eyes and revise again.  

Having been an English major and continuing to do work as a creative writer, this process is pretty familiar to me.  And despite it being a tough process that often takes time, it makes the writing and the ads better.