Please let me put a question in your mind for today: who are you? what are you actually doing in your job?
If some of you says: we create ads, then let me follow it up by asking: what is an ad actually? and ask yourself continuously until you find the end of it, the basic element of the question of what is actually you are doing. Hopefully you would find the core of the answer and understand the way your job works.
When I look at it my way.. in my very personal way, I think that I am actually an actor of life.
Sometimes, I write as a woman, then I should know the thought that a woman should produce, the feelings that they embrace, the character that they are building in life, the difficulties that they face, their preferences in their social circles. I'm still learning though..
Sometimes, I art direct an ad as a father, then I should know what is the meaning of a father, the priorities that they are making, the choices of life that they choose everyday, the language of life they choose to carry, the headache they face daily, the love they carry. I'm still learning too..
Sometimes, I become steve jobs, what would he be thinking if he put to face the similar situation? I become neil french, how should I solve the problem? I become jim aitchison, what will he see when he faces the same problems? I definitely still learning..
Be empathical, listen, see, understand every part of life as possible. Open your mind and heart to embrace every different part of life that require your learning. Beacuse life keeps on changing, keeps on evolving and we should keep up.
Find all the different point of view and make it your own library to use it when you need it.
Make sure you record every part of life.
Everything.
From the things that you think is not relating with you at all, until every great thoughts that I think you will not miss..
Be the observer, be the watcher, and when you work, be the actor..
Now, who are you?
Monday, April 13, 2009
A concept, a vision and an argument
Let me put myself as a creative person.
If I'm gonna ask you right now, what is a concept, there would be thousand of answers but nothing is clear of what it's all about. Personally, I believe that a concept is actually a blurry thing, a concept is a conception.. a beginning of thoughts.. the origin of a vision.. a beginning of an idea, the breathe of life of life.
And it will certainly not clear. It's just a scribble of thoughts. A sketch of visuals and some faze line of words that may be or may not be right, but more or less, on a certain direction..
But as days pass me by, I begin to realize, that a concept could be clearer..
It is as clear as a solution to a certain problem.
The presentation of the concept is however, require another trick.
You will face either a creative or account director when you present the concept.
Here's some tips:
- Prepare your concept well enough. Begin with the actual problem that agreed within the team.
- Use your logic to pull the connection between your problem to the concept. If somebody asks you: why the concept could answer the problem? Use your logic well, answer the question by building a strong argument.
- Every part of the problems should be answered well by the argument. Check and check it out again. Make sure the argument is strong enough, either to answer the common logic of the problem and the marketing point of view of the problem.
- Present the argument clearly. As clear as possible, so the concept would suit well to answer the problem.
Okay. There's the route of the thought.
If we are thinking backwards to seek for a concept, then this route could be used as well to find a concept.
First, by asking to understand the problem, second, ask yourself on how to solve the problem? What is the part of the problem that is that so absolute that cannot be ignored (make it a must to be solve, even if the answer to the problem is not making the visual look beautiful, do not undermine it, have it, embrace it, and make it a must. Because it is part of the problem, and you cannot ignore it.).
The last part, create an argument, how can the problem be solved?
Use your imagination, create a vision. Make the vision comes true.
If I'm gonna ask you right now, what is a concept, there would be thousand of answers but nothing is clear of what it's all about. Personally, I believe that a concept is actually a blurry thing, a concept is a conception.. a beginning of thoughts.. the origin of a vision.. a beginning of an idea, the breathe of life of life.
And it will certainly not clear. It's just a scribble of thoughts. A sketch of visuals and some faze line of words that may be or may not be right, but more or less, on a certain direction..
But as days pass me by, I begin to realize, that a concept could be clearer..
It is as clear as a solution to a certain problem.
The presentation of the concept is however, require another trick.
You will face either a creative or account director when you present the concept.
Here's some tips:
- Prepare your concept well enough. Begin with the actual problem that agreed within the team.
- Use your logic to pull the connection between your problem to the concept. If somebody asks you: why the concept could answer the problem? Use your logic well, answer the question by building a strong argument.
- Every part of the problems should be answered well by the argument. Check and check it out again. Make sure the argument is strong enough, either to answer the common logic of the problem and the marketing point of view of the problem.
- Present the argument clearly. As clear as possible, so the concept would suit well to answer the problem.
Okay. There's the route of the thought.
If we are thinking backwards to seek for a concept, then this route could be used as well to find a concept.
First, by asking to understand the problem, second, ask yourself on how to solve the problem? What is the part of the problem that is that so absolute that cannot be ignored (make it a must to be solve, even if the answer to the problem is not making the visual look beautiful, do not undermine it, have it, embrace it, and make it a must. Because it is part of the problem, and you cannot ignore it.).
The last part, create an argument, how can the problem be solved?
Use your imagination, create a vision. Make the vision comes true.
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