Loud. Hectic. Fast-paced — that’s what the inside of my head looks like 24/7. To me personally, the mind of a creative is often disorganised and pretty random because we tend to observe things that people don’t really pay attention to, and we remember the most pointless of facts.
But here’s the thing: it’s these unrelated, insignificant thoughts that help us add that fresh, creative edge and finesse to tired-out topics and ideas. It’s similar to cooking if you think about it, where you can use the same old ingredients to come up with new, innovative twists to recipes.
That is, however, easier said than done. Trying to make connections between seemingly unconnected thoughts day in and day out to create head-turning ideas can be a struggle – and there is no formula for guaranteed creative success. There are certain things though that you can keep in mind and practice to help keep the juices flowing.
Here’s a sneak peek of how our studio team here in APAC does it:
Finding the right creative partners is a soul-level connection
This is what you need to understand: creative chemistry is like a budding relationship. You can’t force it to exist when it doesn’t, in the same way you can’t deny it when it does. In forming any sort of creative partnership, it is never only about having the same fervent levels of passion. It’s about finding someone you feel comfortable working and disagreeing with.
For some of us, we might not be in the position to decide who is the right fit for your team – and that’s alright. All you need is to work on establishing lines of open communication and value the diversity each of your team member brings. Now, this is absolutely crucial to put into practice because you are going to be working around your design or copy counterparts through long days and late nights. The last thing you want is to have your creative flow affected because you and your teammate aren’t on the same page.
For example, when it comes down to conceptualising or executing ideas, my team which comprises of our APAC copywriter, Aisyah and digital designer, Clare, and I practise open, two-way communication where we give each other valuable insight and feedback with regards to one another’s expertise.
Why? Because we find that the input of a different perspective adds a new layer of finesse to the end-product. The result: award-winning creatives that turn the heads that count.
Also, it doesn’t hurt that we have all become close friends outside of work! From sweating it out together in the gym to celebrating the wins in life and work, building a relationship with one another has made work a thousand times easier.
Copy and design, the yin-yang twins
Having been in the creative industry for 5 years, I’ve realised the importance of having the art/design team co-existing as one with the copy/content team. And thankfully, I’ve been lucky enough to start my career in start-ups that practise open communication and adopt an agile mind set.
Your audiences don’t see design or copy as separate entities. Instead, they see the final product as a whole. Which is why it’s imperative for design and copy to blend families and become one. In reality, great creative only happens when it’s a perfect marriage between clever copy and creative design. So, in understanding how they both have equal importance to the success of your collaterals, you’ll realise that they are indeed two halves of the same whole.
Try it out, and you might find yourself creating captivating campaigns like the inspirational #InItTogether campaign by LinkedIn.
Campaigns like this are a testament to what all great creative duos will tell you – the Wixoms, Susan Young and Daniela Vojta, etc. – designers and copywriters are actually kindred spirits with the same aim: to create daring creatives that communicate the intended message effectively.
Thus, you need to understand the value of working together from the get-go because getting each other involved right from the beginning means you’ll start design and copy explorations with a more informed perspective – and this helps you to work faster.
Balance data and creativity? Yes, please!
I get it, numbers, patterns etc, don’t go with creativity. Trust me, I’ve met creative professionals who wear their disdain for data like a badge of honour. But here’s the thing: data is powerful.
It empowers you to create hyper-targeted narratives – which as a creative, helps you hit the bullseye more accurately. And it also aids in capturing the moments that matter by giving insight to where your audiences are hanging out and who they listen to. This is significant because regardless of how great your creatives are, it’s not fulfilling its purpose if it’s not shown to the right people, at the right place and at the right time.
For example, when we were tasked to do an awareness campaign by NICE for the launch of their Real-Time Authentication (RTA) solution, the insights collated from the online survey and market research helped us come up with the single-minded proposition, “Drive Innovation Through Voice Recognition, the Most Natural Language in the World” – which then inspired us to use the unique soundwave patterns of the human voice as the central element throughout our creatives and paired it with clever headlines that played on the word, “bank”, creating an impactful story like this:
So, at the most basic level, creating new ideas lies in making connections. But if you’re looking to unlock the world of creativity, connections begin from within the team. And the sooner you start creating that harmonious flow, the easier it becomes to join parallel lines of thought with your perpendicular perception.