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We’re all looking for that light bulb moment

Sir John Hegarty believes that when it comes to cracking creative concepts, there are no rules. And I’m inclined to believe him, with the exception of one simple tenet: It’s got to be shit hot. That’s why you’ll find that for every creative concept I’m happy to present to the client, another 99 probably didn’t make it past the bottom of the bin. The layout pad will make or break any idea and I believe that time spent here, chewed Pentel in mouth and coffee in hand, is the most essential and productive part of the creative process. Everything else is just is just finishing off.

Had a brilliant idea? Ask yourself 3 questions:

It’s said that you’re only as original as your sources. But it is notoriously difficult, if not impossible, to create an idea that hasn’t been brought to life in some shape or form elsewhere. Far too many campaigns are based on ideas that are shallow mimicries of ones that are still warm in the grave, if not still in the rudest of health. Striving to create something never seen before is good for the soul.

Another easy trap to fall into is crafting a concept that only makes sense to one person – you. If someone doesn’t get your idea within a few seconds, it’s probably worth a trip back to the drawing board. Always keep things simple and test ideas out on those around you to gauge response. You’ll soon find out whether it’s an instant hit or should instantly hit the trash.

Ideas that really work are the ones that stand out because they don’t follow any rules (thanks again, Sir John). So if everyone else is going sweet, go for extra salt. When all around are whiter than white, paint yourself the blackest black. Make an idea that’s truly different and everything else will fade away and disappear into the background.

Nissan concepts

Print

As part of the team keeping the Nissan UK dealer network provided with everything from point of sale to press ads each sales quarter, the ideas production lines worked overtime at TBWA Manchester. Concept work for brands such as UCI Cinemas and Pritt Stick was also all part of the day’s work.

drybecksmall

Film

Scripting for  broadcast and online has always been part of my job. In addition to producing work for well-know names such as Morrisons supermarkets and the BBC, I’ve also put just as much effort and love into online films for smaller concerns like the Lake Dictrict’s Drybeck Farm glamping accommodation.

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DM

From DM campaigns for Manchester City Council to persuade budding social workers to make the city their first choice, to business to business mail packs to give Pritt more sticking power in the minds of retailers. Mailers can still achieve amazing results with the right idea inside.

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