Good stories thrive on creativity
“Creativity means seeing what others see and thinking what no one has thought before.”
Great words from an even greater man: Albert Einstein. Equally important and at the center 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 as you work.”
Taken together, all three quotes describe what creation is all about: creating something new. At this point, reference should be made to the currently rampant discussion about AI. Let me just say this much: 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. The machine is becoming more powerful. But it is only as powerful as the person operating it. In other words, the problem is sitting in front of the computer. If you want to know what an autonomous AI is doing with creation, all you have to do is browse through advertisements on social media or check out the top ten charts.
Once you analyze a brand, its products, services, its markets and its customers (people!); if you’re getting ideas on how to act economically – then you have long been creative. All crucial aspects of communication planning are aimed at people and how to reach them with a good story. Creation is the final and wonderful task of implementing all this (audio-)visually.
“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 means implementing all human aspects of the brand and its culture visually, tonally and textually. Many other demographic aspects also play a role: environment, social structure, life concept and self-awareness. Creatively visualising all this requires a human being. A mind to combine all these soulful aspects into an image and a story – in the truest sense of the word.
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
Designing Campaigns
Questions and answers on creative implementation of brand communication, marketing and communication campaigns.
