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There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

 

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Journey author Robert Davis is the owner and creative director of Atlanta agency, Davis Advertising, Inc.

 

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Journey from Concept to Creation

There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

The "Idea Catcher."

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As I mentioned, I have found that the research process can help stimulate creative ideas. I believe that arguably one of the best ways to stimulate creative ideas is to immerse yourself in the learning process. While you are digging into the research, your subconscious mind goes to work and ideas will usually start to flow. It is very important to get these ideas on paper no matter how insignificant they might seem at the time. Oftentimes, these ideas will end up in the final creative work, or at least stimulate other ideas down the road. You never know when an idea that seems pretty small at the time may lead to what, in advertising, we call the “Big Idea.”

     Speaking of ideas, there is an old American Indian legend that basically says that nobody really comes up with ideas -- that the ideas are already out there (in the air) and it is up to the artist to “catch” them. Indeed, creative artists will often say that they didn’t feel like they created their work themselves -- that another force (a "higher power") was providing the ideas and that they only felt like they were an instrument for getting the ideas on paper. I have often felt the same way and the research process often facilitates this “nirvana.”

     On a similar note, according to the Old Testament book of Ecclesiastes, King Solomon concluded that “there is nothing new under the sun.” I believe that this ancient wisdom is still quite true today. Creativity can indeed be a matter of taking existing ideas and combining them in new and interesting ways. [One technique is to think of two relevant but unrelated ideas and consider how you might combine them into one.] One of the first things I learned in commercial art school is to keep a "swatch file" of reference material for use in designing new material. When you see work that "strikes a chord," it is a good idea to file it away for future reference and "inspiration."

   Getting back to the strategic planning process -- after the research is completed, a concise overview of the findings is written. This is called the “situation analysis” or “management overview.” It is basically a quick-read -- a few pages -- to enable the client to get a quick overview of the situation. If the client has any questions, the more lengthy research findings section which provides footnoted support for the findings, can help provide the answers. It provides documented support for the arguments in the overview.

     Creative work can be very subjective. But, when you develop your creative ideas from a systematic approach, you will have facts to support your arguments. By following the strategic planning process, you are building a strong case for your decisions and providing strong support for your "Big Idea."

Comments

 

Journey from Concept to Creation said:

I was honored to serve as the final judge in the 2008 DECA, International Career Development Conference

August 14, 2008 4:00 AM
 

Journey from Concept to Creation said:

<< Previous | Next >> You often hear people say stuff like, "everybody I know says 'so and

December 5, 2008 5:03 PM
 

The "Silver Lining." - Journey from Concept to Creation said:

Pingback from  The "Silver Lining." - Journey from Concept to Creation

December 5, 2008 5:10 PM
 

Journey from Concept to Creation said:

<< Previous | Next >> You often hear people say stuff like, "everybody I know says 'so and

December 8, 2008 5:02 PM
 

Journey from Concept to Creation said:

<< Previous | Next >> I was honored to serve as the final judge in the 2008 DECA, International

December 16, 2008 4:06 PM

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About Adman

After developing his artistic abilities from an early age, Robert Davis (Adman) started his advertising career as a graphic artist for a commercial printing company while in 10th grade. He later acquired degrees in Commercial Art and (later) Business Administration (Marketing with focus on computer science) while working in various advertising agency capacities. Robert started his own agency in 1989. He added an in-house Pro Tools® recording studio in 1999 and an Avid Xpress® DV video editing suite in 2002. He now also has two Avid Media Composer suites and an Xpress Studio HD suite in a fully equipped studio which also features SoftImage|XSI and Pro Tools. He believes that his company, Davis Advertising, Inc., represents a new model for the 21st century advertising agency…”a small, agile and responsive agency wit1h comprehensive, in-house capabilities.” He says, “Avid® software provides the creative freedom and flexibility I covet.” His focus is on developing effective creative ideas via his own strategic planning process. He loves being surrounded by cameras, lights, props and other creative professionals who share his vision. He also, of course, loves working with Avid® software to bring his ideas to life. Currently residing in metro-Atlanta, Robert is an accomplished writer, producer and creative director. His advertising agency has served Fortune 500 accounts and has received several international awards. His work has been exhibited at the prestigious Cannes Lions Advertising Festival. When not riding his vintage Italian racing bike, or working out with free weights, Robert can often be found in the late evening singing or playing drums, guitars and keyboards in the studio.

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