Building inclusion into the creative process

No matter what creative asset you're making, inclusion should always be considered. Here are some ways we try to incorporate inclusivity into our creative process.

Pre-production

Storyline, setting, casting, roles, and character development

Production

Clothing, makeup and hair, language and voiceover, photography and video, illustration, and product portrayal

Post-production

Music, editing and retouching, accessibility, and testing

Virtual event design

Guidance built in collaboration with ADCOLOR, Disability:IN, GLAAD, and Tanenbaum to create accessible and inclusive virtual events

Lisa Sherman, President & Chief Executive Officer, Ad Council

Inclusivity in marketing isn’t just about the final creative – it’s about ensuring that inclusivity and equity are built into every aspect of the business, every department, every decision. The Ad Council was proud to share resources and learnings for this toolkit, and we’re also grateful for the opportunity to explore all of the incredible resources shared by Google and others as we continually work to improve our own best practices.