FROM IDEA TO CREATIVITY
Publication MARCH 2022 | FRI COMMUNICATION
CREATIVITY IS A FUNDAMENTAL POINT UPON WHICH THE CONSTRUCTION OF AN IDEA IS BASED.
It is a communicative pillar.
We can always define within an imaginary circle what we need to ensure that any message always turns out optimal. It is a choice. And when we talk about creativity, we refer to the work that an agency does to characterize the most suitable style and scope of action.
So, what happens when these two aspects, creativity and the world of communication, come together?
Before any emotional movement, what is created is the development of an idea articulated in a constantly new way.
Positioning one’s brand on lines that tell its development differently from what even the client expects always generates more attention, and attention leads to curiosity.
Seeing the world and all its connections in an innovative way and being able to transfer this vision to one’s target audience is the foundation of good creative work.
Each of us carries our own set of ideas to build. Some more apparent than others, we are all creators of something with a different profile. However, when it comes to managing the dynamics of construction, it requires a lot of work and dedication because valuable creativity demands serious technical concentration.
We can analyze the creative aspect of a job through the specific steps that drive its process. It always starts with an idea, which can be spontaneous or built over time, but the steps of concentration and insight are part of a system that navigates through serious brainstorming, especially within an agency.
Fundamentally, in their specific roles, when it comes to creativity and communication within an agency, the first lights that illuminate shine on the two fundamental figures, the copywriter and the art director.
Their product is the form that the message takes and carries with it the internal dynamics of the agency and its style.
Those who have style can narrate any form of trend.
Today, communication, and therefore creativity, operate on levels that modulate continuous change.
Social media is the new attentive grid, and creativity must conform by expanding the new offering through innovative means of creation. In this way, what is conceived can be communicated in ever-different ways. Brand awareness goals and subsequent positioning will always be the key reference points on which the mode of communicative “invention” must be articulated.
Creativity is often associated with progress, and its growth leads to natural change. Without creativity, no progress can exist. Henri Matisse said, “Creativity takes courage,” and the desire for change lies precisely in the birth of ideas that bring different visions of the world around us to prevent the extinguishing of so many ideals.