Is there anything truly original today?

It is often said that the creative process begins with a spark, an idea that ignites a series of magnificent events, or a seed that sprouts and, after a period of careful nurturing, blooms. It is a succession of layers and inputs that build into something solid, becoming strong enough to stand on its own. 

Setting these romantic notions aside, there is a method to the madness and a great deal of effort exerted by all involved.  Behind every finished product, be it corporate comms advertising or live events, there resides a collaboration of creative individuals.

Striving for memorability

Originality will always be at the forefront of what we do, although is anything truly original today?

We are all affected by what we see and what we experience, it’s how we interpret and adapt these visual and cerebral cues that makes our individual work original. 

The creative industry is fuelled by fresh ideas and thanks to technological advancements, it evolves at great speed, which is why creatives are always striving to reach new heights. However, in advertising and marketing, we must be sure that style is not prioritised over content and that the true end-goal is always in sight, as well as building the client’s brand. It’s no surprise that originality draws eyeballs, however the real magic is made when the idea is memorable and works. 

Ideation led by a clear brief

There is no set formula when it comes to ideation, it’s a well-known game of trial and error where mistakes are inevitable and utilised for the betterment of future projects. Ideas aren’t always free flowing either, with the dreaded creative block an ever-present threat. 

There are a few essential elements required to make for the best possible outcome. The foundation of these is a concise brief, which when combined with strategic thinking should lead to a clear platform for the creative team to work with. This focus is essential for creatives, otherwise we’re all running around like headless chickens, punch drunk with the infinite possibilities. Despite the ever-changing boundaries and platforms, the age-old rules of finding a unique product/service benefit, understanding the audience and giving them a reason to believe, remain relevant to this day.

Collaboration and leaving egos at the door

Maintaining an open mind and embracing collaboration are also essential. Egos must be left at the door. You also need to know how and when to (gently) push back. Question whether you feel the urge to push back because of your attachment to your own creative idea above everything else.  Learn to let the small stuff go.

The high demand and pressure for a constant stream of ‘great ideas’ with looming deadlines can and does inevitably take its toll on creatives themselves. The best ideas arguably come when you’re distracted with something else entirely. So no matter how pending the deadline is, if you’re blocked, it’s best to walk away and do something different to come back refreshed and inspired. 

Research carried out by the charity Inspire and Ulster University showed that individuals in creative industries are three times more likely to suffer from mental health issues than those in other professions, with the most common diagnoses being anxiety and depression. While this is in no way detracts from the pressure faced by other professionals, it highlights the relentless demand for fresh ideas, shifting deadlines, and high expectations prevalent in the creative sector.

Choosing a creative career can be a vocation

The creative industry is a constant hive of activity, comprised of some of the most dedicated, innovative, and colourful characters in the world, doing a job they love because creating magic is what they do best. The variety of challenges that any one day throws up is what keeps creatives on their toes, whether it’s tackling a new brief or ensuring all moving parts are aligned to make the final product the best it can be. 

Despite the constant pressure to perform, we’re irrevocably drawn to it. The creative mind is a thirsty one and requires its daily fix.