How many fresh ideas did you had latelly ? Creative process is a mystery to commercial people but we know it always starts with association. Some people use word, some other images. Some creative trust there guts, many other relate on their logic. Many of the creative i know, use the same concept other and other. For instance, you might have a bag of trick that just fit right for that client.

Our business is commercial art. We need people to instanatly get where we want to go. Therefor we use cultural symbol to let them know what we are about. We can not use new stuff or they might just not get it. To me the only way around is to observe the world around us. New things always comes up latelly. Unfortunattly, it is a question of timing. When you are introducing a new symbol, a new fact about your civilization you don't want it to be too soon, so nobody get it, and you don't want it to be too late so that your stuff won't be noticed. Majority rules in our business, no question to that.

Now, lets put it to a test. What was your latest fresh idea ?

Mine was a viral ad for heineken using the sound that you make with a bottle. We created a short clip mixing all the sound together to make a song. ( the adgency did not go for that ).

P.S : Does anyone has a clue on how to put some image into those post ?