Monday, April 15, 2013

On killing your babies.

You've sweat, bled and wasted away your life for coming up with that nice poster idea. You've shared with the Group Heads, Creative Directors and other creatives for opinions. They all liked it (and some didn't know what to say). And finally, finally as you and your art director were about to bring it to life, you discovered the execution had been done! 

The execution had been done for various clients; a chewing gum and PSA ads (public safety awareness).  Damn it all to hell...

So what did I do next? Well I told the art director we should kill it. And he felt uncomfortable as well if he had continued with this execution. Even though a part of me felt disappointed, I had to agree. I was so close to coming up with something nice, but I guess this had to be done. The other executions were so close, you can tell we ripped it from them. 

Having said that, I understand it is tough for creatives to let go of their babies. But trust me, you will come up with something far better. And to cope with the disappointment, here are some tips:

1. Know that you will come up with something better.
As always, the human brain has the capability to create something out of nothing. So rest assured that you have nothing to fret if your old idea sucks balls. Or copied straight from an existing campaign. 

2. Do something else. 
Disappointment is a hard thing to let go. So go on and do something else. Like playing games, go to the gym, go on a date, or whatever it is you want to do. Sometimes, distraction is the best medicine. 

3. Refer to old ideas. 
Sometimes, just sometimes, you can find gold nuggets here and there from your previous ideas. Who knows, you can mould it or make it better. 

4. Research.
Look at other ads beside the topic that you are currently focusing on. See if any executions can be combined into something new. Sometimes that help. 

5. Never give up.
A golden rule. If you believe in it, you don't quit. Keep pushing until you can't push further. The rich Miner is the one that keeps on digging. 

Hope this helps. 


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