Tag: concepting

Finding Creativity: Documentaries

You’re stuck solving a creative problem. Everything you come up with feels derivative and uninspired. Attacking the problem head on is leading nowhere. What to do? Well, certainly not what you’ve been doing. I always like to take a step back (time permitting, of course) and immerse myself in completely unrelated. Inspiration can come from the strangest places, and I’ve found that watching documentaries about things I know nothing about can help me gain a different type of insight even if it’s not directly related to the problem at hand. Usually, that turns out to be the best kind.

I’ve assembled a short list of documentaries on a wide variety of topics you can watch for free online when you get stuck. After you watch one, go back to what you were doing. I hope it helps you as much as it helps me.
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Billboards: 3 Simple Rules

Billboard Main
I live in Los Angeles. For better or for worse, I spend a large portion of my time in my car. When you drive a lot, you see a lot of billboards. When you see a lot of billboards, you forget most of them. What is the last billboard you can remember seeing? Do you remember the product? Do you remember what the product does? Every day when I drive I take note of the billboards on my route (safely, of course) and think about what’s working for them and what isn’t. I’ve collected my thoughts and some advice I’ve been given on the art of writing them in this post, which I hope you find helpful.
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Copywriting Resources in Print

Copywriting Resources
Here are some resources we’ve compiled for copywriters. These are helpful for both experienced copywriters or those looking to get familiar with advertising writing. We hope you find these as helpful as we do.
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On Content Development and the Creative Process

The creative process is challenging and rewarding. If you’re creating content for a campaign, there are several ways to go about it. This article is going to look at the development of content (for my purposes, we’ll consider hypothetical movie campaign) and some of my views and good ways to jump-start and sustain creative ideation.
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