Creative Process

 

The Explorer:
Searching for new information paying attention to unusual patterns.

The Artist:
Experiments and play with a variety of approaches, looking for an original idea.

The Judge:
Evaluate the results of experimentation and decide which approach is the most practical.

The Warrior:
Overcomes excuses, idea killers, setbacks and obstacles to bring a creative concept to realization.

* Raw material for idea:

Facts
Experiences
History
Knowledge
Feelings

* Transforming a concept: DO SOMETHING TO IT

What is I add this?
Or took that away?
Or look at the backward?
Or compare it to something else

Example:

V&R had two concepts to begin with: “ Guitar ” and “ Music ”
Looking at the guitar, they noted it was made of wood – special wood.
So “ Wood ” becomes a third concept.
Thinking about wood led them to “ Tree ” Interesting notion.
But now they had to figure out how to turn these 4 concepts into a “ BIG IDEA ”

* Do nothing to it:
When the brain overloaded with information about a problem, creative
sometime find it’s best to just walk away from it for a while, do something else

Source: Contemporary Advertising by William F. Arens