Good stories thrive on creativity
‘Creativity means seeing what others see and thinking what no one else has thought.’
Strong words from an even taller man: Albert Einstein. Equally significant and at the heart of creation is Pablo Picasso with his statement, ‘Art is the elimination of the unnecessary.’ And finally, fellow painter Henri Matisse with a suggestion that every creative person should tattoo on their forehead: ‘Don’t wait for inspiration. It comes while you work.’
All three quotes describe what creativity is all about: creating something new. At this point, we should refer to the current heated discussion about AI. Yes, AI is important, good and groundbreaking. But: AI is a tool, not the solution. Graphic designers know this from the Photoshop revolution, musicians from Synclavier, digital recording and Auto-Tune. Machines are becoming more powerful. But they still are only as powerful as the people operating (or coding) them. In other words, the problem is situated in front of the computer. If you want to know what independent AI does with creation, take a look at advertisements and commercial community posts on social media or check out the top ten charts.
If you analyse a brand, its products, services, markets and customers (people!) and get ideas about how to do business you are already en route being creative. All key aspects of communication planning are aimed at people and how to reach them with a good story. Creation is the final and beautiful task of translating all this into (audio)visual form.
Creation is the product of countless neuronal, emotional and functional processes.
The end result is a creation that is measured by only one thing: its relevance.
In creative production this primarily means translating the emotional aspects of the brand and its culture into visual, tonal and textual form. Several other demographic aspects also play a role here: the environment, social structure, lifestyle and self-image. Creatively depicting all of this requires someone able to combine all this into a picture and a story – in the truest sense of the word.
Good design, good text and good sound are the emotional and decisive core elements of every story we tell to reach people, communicate with them, interact with them and thus build a relationship. Two ideas together create a third, and this one says something about a relationship. And in a good relationship, as in any good group of people, there is one thing above all else that holds everyone together: fun.
Good design, good copy and good tonality are the emotional and decisive core elements of every story. They decide whether and how we reach people, communicate and interact with them – thus build a relationship. Two ideas together create a third and this one tells you about the relationship. And in a good relationship, as in any good group of people, there is primarily one thing that keeps everyone together: Fun.
And so, in conclusion, we can quote Albert Einstein once again, who had an even more important sentence at the ready:
“Creativity is intelligence having fun.”
Good luck explaining that to a machine.
CREATION FAQ
Design campaigns
Questions and answers on creative implementation of brand communication, marketing and communication campaigns.
