creative thinking: how to develop your idea, by karl smyth
TRANSCRIPT
Hello!
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Designer Art Director Concept
Brand & Identity Advertising
User Experience Product Development
What is Creative Thinking?THE PROCESS OF GENERATING IDEAS THAT MAKE BREAKTHROUGHS POSSIBLE.
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WHAT IS YOUR
MANIFESTO?
It will save you time and money by reducing unknowns and creating a solid foundation to build the right thing, in the most effective way.”
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“
Erica Hall Just Enough Research
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The Secret of Research
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Secret is it’s not that big a secret
Why does the work need to be done? Why is change needed? Why do those changes matter? Why should other people care? Why hasn’t this been tackled already? Why will this time be different?
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WILL YOU PLAY THE
QUESTION GAME?
There’s nothing more terrifying than a blank piece of paper.
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You’ve just got to start. That’s the hardest part.”“Graham Linehan Award-winning TV comedy writer
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The McDonald’s Theory: People are inspired to come up with good ideas to ward off bad ones.”
“
John Bell
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The Circle of TrustSTAYING SAFE WHILE BRAINSTORMING
1. Defer judgement2. Encourage wild ideas3. Build on the ideas of others4. Stay focused on the topic5. One conversation at a time6. Be visual7. Go for quantity
OKRs
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Objectives & Key Results
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ObjectivesVague, ambitious, uncomfortable.
Key ResultsSet, evaluated regularly. Measurable.
Fairfund FoundationObjectivesLook professional
Make the presentation look nice
Lay the foundations of future collaborations
Easy to read and follow
Combine emotion with economics and facts
Communicate legals of the foundation
Explain what’s unique about us
Showcase examples of the Foundation’s
work
Grow awareness of the programme to
communities in need
Communicate with world and business
leaders
Provide awareness and a gateway to
governments and banks to support the
programme
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Fairfund FoundationKey ResultsWorld leaders engaged with the Foundation, including US President and World Bank
X amount of funding was procured to start grow the non-profit from concept to
functioning organisation
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Objective 1 Objective 2 Objective 3
WHAT ARE YOUR
OBJECTIVES?
Tools of the TradeFrom sketchbook to finished art
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Some Tools!Sketchbook Observation Research
Open mind Pen & Ink Other people
Sketch Invision
Post-Its Whiteboard Adobe CC
Creativity is a work ethic.”
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“Karl Smyth Talking at this Masterclass, right now!
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Where do ideas come from? From looking at one thing and seeing another.”
“Saul Bass Designer & filmmaker
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THE LOGO GAME
1. Queens, New York
2. Friendly & Family Run
3. Giving back to the local community
4. Started in Eddie’s basement with friend Dennis
5. Blue collar, but hip.
Brand: Friends
Story: It should be a conversation starter. Beer is about being sociable, meeting and making new friends.
1. Hey, how you doin’?
2. Come here often?
3. Did you see the game last night?
BUILD ON MY CONCEPT
The best ideas come as jokes. Make your thinking as funny as possible.”“
David Ogilvy Founder, Ogilvy & Mather, and widely hailed as "The Father of Advertising”
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Publicis Frankfurt, Germany
CREATE AN ABSOLUT AD /
BOTTLE FOR YOUR HOME TOWN
Remember that terrifying blank piece of paper?
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CREATE AN AD CAMPAIGN CONCEPT FOR
YOUR PRODUCT
ANY QUESTIONS?