Think of an iconic image you love from culture. One that sticks in your mind.
It’s not easy to create one.
But I think the best creatives, start every brief trying to create something they’ve never seen before.
That attracts the eye.
Intrigues the mind.
Stops people scrolling and skipping.
Has the potential to become a meme.
To enter popular culture.
And if you’re really lucky, be defaced by Banksy.
Great ads do this.
So next time you work on a brief.
Take a pad.
Sharpen your pencil.
Think of visuals.
Doodle some more.
For an hour.
Look at what stands out from the pad. Sketch it better.
Finally draw it as best you can.
It’ll be liberating.
It’ll be original.
It’ll be a piece of you.
It’ll win prizes because no one on the jury will say ‘It’s been done before’.
This thinking can be applied to all forms of creativity: Book covers, Album covers, movie script openings to name but a few.
As my wise young art director Paul Pateman always used to say to every team we mentored:
Right, I’m off to find my pencil sharpener.