It's pointless to ask imaginative individuals where they get their thoughts and generally really cool ideas from. You are assuming, however, that these creative people KNOW where the flood of strange genius comes from. I bet if you asked, 80% would reply that they "were born this way" or "it just comes to them". However there are things that can be learned from certain methods, situations and procedures that have worked for them, this is where we need to pay attention.
Let us first take a look at the inspirational aspect of creativity. Where is it coming from? Many have claimed that it is the young children who have the most to offer us. The innocence and general ignorance to the outside world allows the most imaginative "play" to work. We can not go back to being a child, but we can tap into a child like wonder. Think simple, non conceptual with very basic ideas and tools.
Conducting your mind and thought process in the same way that youngsters play can be more difficult than you think. Block out outside static, focus on the product and begin to brain storm like a child. Ask yourself some basic questions about the product you are advertising:
What does it look like?
How does it feel when you touch it?
How do you feel when you think about it? What would you do with it?
Let's use a car as an example:
You are a car dealership looking to create a commercial production for the latest model that is about to roll out. The business aspect would focus on the price, features, colors, gas mileage... bla bla bla. But let's think about the most popular car commercials out there, the memorable ones are NOT all business. They are silly, child like, humorous at times and they have the ability to tap raw emotion in 30-60 seconds.
How exactly do you go about taking the first step in reaching your inner child?
Step 1: Go outside and play. Go to a playground and hop on a swing. Go to a batting cage and hit a few balls. Play tag with the kids or maybe hide and go seek. What did you do when you were a child? Go do that.
Step 2: Pull out the plugs. No phones, no computer and no wifi. Literally unplug the television and radio and shut down your phone. It's just you and your creative team (if you have one).
Step 3: Leave the work space. If you are accustomed to working in a certain office, space or room, do not go in there. You are attempting to leave behind the present, so do not surround yourself in the same place.
Step 4: Color and draw. Your tools are paper, crayons, markers and paint. Think of some of the happiest times in your life and just let your creativity flow.
Creativity is often killed by over thinking things, try to keep your delivery simple and relevant. Pull from some of the best creative minds in the industry by sampling some local and corporate commercials from an established commercial production company. Click here to view to some of the best local TV spots in the industry.
