Welcome back to our journey through the wild and wonderful world of creativity in brand communications, marketing, advertising, content creation and live events. In this episode, we will dive deep (ish) into the creative process.
The creative process is often said to have five stages, whether you're working on a commercial, an installation, a live event, or even crafting a music video or song. But you know what? In the world of creativity, things don't always follow the rules! The process can be as fluid as a river, changing its course, pausing, and then meandering in a different direction. So, think of these five stages as more of a friendly nudge than a rigid roadmap.
You can use them as loose guidelines to give you creative boundaries when you feel they are handy. After all, creativity is an art, not a science!
The Creative Kickstart: Setting the Scene
It's the beginning of your creative journey, and the stage is set for preparation and idea generation. Here's your golden opportunity to dive deep into research and explore the subject like an intrepid adventurer. You're allowed to go down those rabbit holes, dissect the brief, and then just let those intriguing ideas flow.
You can brainstorm, daydream, scribble notes, or even indulge in a bit of doodling. The aim? To wholeheartedly embrace that free-thinking spirit of yours and consider every possible approach. Think of your brain as a treasure chest, brimming with memories and past experiences that it'll use to craft original ideas (revisit Episode 2 on Input vs. Output for more insights!). So, grab that mental treasure map and start charting your creative course!
The Creative Hibernate: Let Ideas Marinate
After your brainstorming session, it's time to hit the pause button. Welcome to the marination stage, where you let your idea or ideas have a moment to catch their breath. It might sound a bit unconventional, especially when facing a crazy deadline, but trust me, it's crucial – and often overlooked!
During this time, you have options. You could switch gears, work on another project, or take a night off to unwind. The real magic happens behind the scenes, maybe even while you're catching some z's. Your idea simmers in the background, gaining depth and complexity, often without you even realising it. Or, in the clear light of day, your idea might tap you on the shoulder and say, "Hey, let's revisit the previous step and dive a bit deeper." It's all part of the creative dance!
The Creative Ignition: Illuminating the Path
And then, just like that, it happens! It's the moment when all those puzzle pieces fall into place. Your brain kicks into high gear, forging spontaneous connections, and suddenly, the solution to your creative task – the answer to your client's challenge – bursts forth like an unexpected but very welcomed guest! It could be that perfect line for a print campaign, discovering the ideal melody, or finally, cracking that elusive design puzzle.
After the marination stage, your idea emerges from the shadows, perfectly aligning with the brief and lighting the path for yourself and your clients. It's like finding your way through a dark forest with a shining lantern guiding you toward creative brilliance!
The Creative Appraisal: Making Informed Choices
Now that your idea is securely in your creative embrace, it's time for thoughtful contemplation. Take a close look at your concept and compare it to other possibilities. Take a moment to reflect on your initial vision. Does your solution align with what you had in mind? Does it meet the brief? Is it in line with the brand?
Think of it as trying on a new outfit – it might be a perfect fit, or you might need to mix and match a bit. You might even decide to do some market research to ensure that your idea makes sense. It's all about making informed choices and providing creative brilliance that aligns perfectly with the vision and the client's goals.
The latest Corvette shown to Australian dealers via the first virtual launch for GM Specialty Vehicles. Step 5 in the process!
PHOTO BY ME.
The Creative Culmination: Breathing Life into Ideas
We've made it to the grand finale – the stage of approval. This is where everything comes together. Your creative idea, be it an installation masterpiece, an awe-inspiring ad campaign, a toe-tapping tune, a jaw-dropping live show, or a ground-breaking design, is now fully prepared and polished for its spectacular debut.
Although, of course, it's not just about creative brilliance; it's also about ensuring that it unites perfectly with the brand and gets the green light from your clients. It's the moment when you add those final touches, making it sparkle, and then share it with the world.
This is the time to let your creative star shine its brightest!
Quick mentor tip
As mentioned at the start, these stages are just guideposts, not etched in stone. Nurture your ideas like you would a cherished garden, rely on your instincts as your creative compass, and savour every moment of the ride. The creative process is a rollercoaster of imagination and inspiration; your unique voice and vision will come to light during this journey, from preparation to verification.
Creativity is an ever-evolving ride, and each project brings its own delightful surprises and challenges. Have fun, stay curious, enjoy your work, and be kind to yourself and others.
Bonus Tip
I've discovered something amazing along my creative journey, and it's all about the power of collaboration. When you're in the brainstorming or ideation phase, it can be incredibly valuable to invite a few different people to the party. Sure, fellow creatives bring their magic, but don't stop there! Consider bringing in people who might not traditionally be part of the "creative" team.
Why, you ask? These outsiders might just surprise you with fresh perspectives and insights you hadn't even thought of. It's like a breath of fresh air for your ideas.
One of the best ideas I ever developed actually began as a tiny spark of an idea from our company receptionist. Sometimes, those in the demographic you're targeting or with unique insights can offer a whole new angle. So, feel free to cast a wide net when you're gathering ideas. You never know where your next creative gem might come from!
Contact me
Have you got a subject you'd like me to address in a future article? Either comment below or email me the topic, or I'm happy to answer a short question privately. belinda@bellacreative.com.au
If you want to know more about me, explore my website above. Feel free to share on your socials if you enjoyed reading this.
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