August 6, 2013
Recently, I was asked about my creative philosophy. Namely, do I have one? Seems like a reasonable question. Seems like something an Executive Creative Director ought to have.
Well, I’ve had many. Which, if you think about it, is as it should be. As creative professionals, we must remain open-minded and forever teachable. For us, one-way streets are typically dead ends.
Look at the term, “creative professional.” It’s almost an oxymoron, isn’t it? There’s tension there. The right brain (creativity) and the left brain (professional). But that’s the gig. That’s what we do. Therefore, any philosophy we have must strike a balance between passion and responsibility. Said another way, we are both craftsmen and salesmen. We’ve gotta do both.
Your exact philosophy will be a function of percentages. I’d say my current philosophy is 60% passion to 40% responsibility. Those numbers change over time. Back in the day, I’m sure my split was more like 80/20. But then I started facing clients. I had to mitigate my obsession with winning awards and other personal achievements. I had to compromise. I had to listen. I became responsible-ish.
It is important to note that while passion is the fun part -and closer to what people think about when they think about creativity- it is often destructive in too large a dose. Without empathy for the business, even the most brilliant creative person will be stifled… often by his own hubris. Obviously, I don’t need to discuss the unduly “responsible” creative. They are hacks. To me, mortgaging one’s passion to the hilt is both sad and unmanageable.
While percentages vary, I’m a big believer in “responsible passion.”
In my next post, I’m going to talk about staying creatively fit and remaining relevant, which, in my view, is a critical precursor to any creative philosophy.
We’ve been very busy at the agency, developing campaigns for a diverse and interesting array of fabulous clients. (Dear clients, note I said “fabulous” and that I lead with it.) That said, our ideas are now being “socialized,” a lengthy and treacherous path in which all work must pass. Few make it. We will do everything in our power to see that ours do…
In Adland, guiding a truly great idea through to completion is not unlike facing the many hardships Sinbad endured during his seventh treachery-laden voyage in 1958. (Not really, but humor me.) In that quintessential B-movie, the legendary special effects genius, Ray Harryhausen (1920-2013) pitted the seafaring swashbuckler against an armada of spectacular pre-CGI creatures that not only took Sinbad to the brink but also changed Hollywood forever.
But I digress.
My point is that it’s soooo difficult producing excellent work in a business built by process and mired in fear. Whether it’s a quick and certain death by the brutish Cyclops or killing by a thousand cuts from the many-armed Serpent Queen, getting our best work in market (unmolested) is, alas, damn near impossible. It can be done, obviously. But you can only lead the horse to water.
Notice I wrote “produce” and not “create.” Contrary to popular hater belief, I don’t think most agencies are shit when it comes to creating excellent work. I’ve been doing this a long time and worked in just enough places to know that the ‘most agencies suck’ criticism just isn’t true. Most of us know what we are doing and generally get it up creatively for every brief.
I see spectacular work all the time. Hell, sometimes I even create it myself. But hard as that is, that is the easy part. Because for every hundred truly special campaigns generated inside a given agency perhaps five make it into the culture; and of those five only one gets out with all its feathers intact.
Experience the journey in terrifying Dynarama! See…
The vulnerable idea face its first hurdle of potential despair: The slew of the Internal. Hopefully, the idea’s champion (it’s Sinbad!) can protect it. For while the internal meeting starts with best intentions it may quickly devolve into chaos. (Fortunately, that never happens at your agency.)
And then, if we are lucky, the idea sails on to the client. Sinbad or not, these rocky shores have claimed many an agency’s idea. For it is here the Beasts of Doubt are unleashed. Up the organization it goes, suffering withering scrutiny. The Medusa of Research can and does turn our ideas into stone. That or something unrecognizable: a creature that is neither fish nor fowl. Pig Man!
During the lengthy ordeal a new King or Queen of Marketing may take the throne. Happens all the time. This ruler often has other ideas. Back you go! If an idea moves forward slashed budgets may take their toll, rendering your concept ill equipped to take on its daunting task of myth making and persuading certain masses.
In the end it is usually time that defeats an idea. Even Sinbad cannot battle time. A few months into the process of creating/selling/producing an idea and folks begin to second-guess it. If it was so good, comes the question, then why is it taking so goddam long to make?
So, here’s to the one in a hundred. The great idea that somehow grows stronger as it moves through its voyage. The concept that won’t die no matter what anyone throws at it. The great irony is these precious ideas are so rare they don’t even need a Sinbad to protect them. For they are legendary.
The Seventh Voyage of Sinbad