If you’re working with brands and looking to do campaigns from conception to production you have to master the art of story telling or at least have a good idea about it. But where do these ideas come from? For photographers or creatives who don’t have a lot of experience in advertising, it can be tough staring at the blank white screen.

Here’s a guide to help generating ideas:

Brand or product: What is it? What does it do?

Its truth: What is the single truest thing you can say about the product? Try to be honest.