Finding the creative edge: research as flow
Chuck Young
When I was first getting started in this business, a savvy creative director who was very successful at selling his advertising ideas explained to me the creative rule-of-three. 'Whenever I'm pitching a new ad campaign I always bring three story-boards with me,' he said. 'The first is the safe, predictable idea that the client asked for. The second one is a wild creative idea that's way outside the box, which I know the client will feel is much too risky. And the third is the one in the middle. By comparison,...