For the last 4 months, I have been overseeing our Creative Studio and acting as Interim Creative Director. It’s been an amazing experience, but I am thrilled that Will Redmond has joined the team.
My background is in writing and I have worked on content and strategy for hundreds of campaigns in my career – everything from the launch of the PS4 to the launch of some amazing new oncology products. So I have always thought a lot about creative (and I’ve dabbled in design for many years). But getting under the hood of digital design and video production has been illuminating. Here are some of the things I’ve learned:
It’s True – Everyone Can Be Creative
Legendary advertising ideator Alex Osborne is credited with inventing the term “brainstorming.” He wrote, “Creativity is so delicate a flower that praise tends to make it bloom while discouragement often nips it in the bud.” This was extremely helpful to me over those 4 months. Great ideas can come from anywhere as long as we allow them to bloom. People are remarkably self-conscious but telling them that their ideas are valid allows them to flow, landing at a wider variety for selection.
Every Challenge Is an Opportunity
I’m an optimist and, honestly, I love a challenge. New technology or regulations can throw little wrenches our way. It’s our job to overcome those and find the best possible solution for our clients. Need sticky balance? No problem. Interactivity in your emails? Piece of cake. I like to always ask, “why not?”
It’s Essential to Be Passionate
This isn’t a job, it’s a vocation. Being passionate about the creative craft drives me and sometimes I can’t stop thinking about a new idea until I try it out. I love to make the best possible version of everything. Then I take it apart and so that I can make it a little bit better.
There’s No Rest for the Wicked
Wow, there is absolutely no room to stand still in the creative field right now. New software is launching or changing constantly, and consumer expectations are huge. I recently watched a fantastic AIGA talk about an important mindset change taking place in the design industry right now. It isn’t just about how things look, it’s about how they perform. Rapid prototyping is essential and if your agency isn’t doing it (or doesn’t know what it is), we should have a chat.