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Whether you write, design or work in marketing, we all need to find new ways to express fresh ideas. Author Lee Jones talks about finding that inspiration in the every day.
Several years back – while working at a fairly large ad agency – an intern was assigned to sit in my office for the entire day to watch me intently and observe where my ideas came from. I laughed at the notion of someone staring at me like an exhibit in a zoo, and told her, “You’ll know when I have an idea because the fluorescent lights will start to flicker.”
Don’t think about it…
The truth is, more often than not, my most beneficial brainwaves appear when I’m not really thinking about the task-at-hand at all. The most successful campaigns I’ve had the pleasure of being a part of were conceived while mowing the lawn, walking around the park, shopping for groceries or taking a shower.
The key is to get a succinct, yet detailed, creative brief from your client, and then just let it simmer in the back of your noggin for as long as possible. Also, whenever a thought does pop into your head, write it down. I cannot stress this enough.
My inbox is filled mostly with emails to myself. What used to be idea starters scribbled on napkins and beer coasters are now random thoughts sent from my iPhone waiting to be compiled, expanded upon or deleted when it comes time to knuckle down and get the job done.
I’ve been asked, where do your ideas come from? Well, I’ll tell you where they don’t come from, and that’s sitting in a cubicle staring at a blank screen.
But do pay attention…
Another bit of common sense wisdom I’ll share with you is to simply remember to look at what’s going on around you on every medium and be judgmental. You won’t have to look far. We are surrounded by ads for the better part of every day.
Ask yourself what works and why? What’s good to you and what is absolutely awful? Did they use the medium to its full advantage? And, why did you notice the message in the first place over the thousands of other words and images clawing for your attention?
Inspiration lurks where you least expect it
One of the biggest sources of inspiration for me is intro credits for feature films. When you think about it, music, words and graphic images are all working in harmony to set the tone for the next two hours. I don’t think the people behind the opening credits get nearly enough credit themselves. They are often on the cutting-edge of motion graphics and typography. You can learn a lot from these underrated talents, so stop showing up at the cinema five minutes late!
So, to summarize: let the creative brief simmer for as long as possible. Write down any and all idea starters. Look for inspiration everywhere. And, when in doubt, just walk away and go do something else.
You’ll know you’re onto something big when your office lights start to flicker.
Lee Jones is a Creative Director, Copywriter and Voiceover Artist at Groovetime Creative in Regina, SK. His award-winning career spans over twenty years at radio stations, ad agencies, and now his own freelance venture.
Where do you find your inspiration? What tricks do you have for getting creative juices to flow? We’d like to hear from you! Leave your comments below.