“Creative Brief” through another lens (p.1)

1. “Creative brief is not designed to limit creative, but liberate it.” – Jon Steel

The way we look at how (great) creative people do their work is all wrong. A lot of us mistakenly think creative people are those who carry a machine guns of ideas and shoot widely at the target. That’s why many often fall into the mindset of setting barriers/ constraints to limit them. Setting barriers/ constraints in the creative brief is a must (Refer to my previous blog posts on this topic), but the purpose of such is not to limit their creative mind, but to liberate it.

Good creative brief tells the creative people where the constraints are, which act as a jumpstart or inspiration for ideas, not the DANGER zone they should avoid. That’s why Jon Steel mentioned that creatives don’t write ads to a brief, they write ads from a brief.


This entry was posted in Opinions. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s