Author: Shane C. Morales
Trends in advertising and ideas for new campaigns don’t just come out of thin air. Yes there are the ad geniuses who seemingly pull it out of their hat, but for the rank and file new designs and ideas need inspiration of one form or another. What better way to come up with a new idea or to spark and idea to morph an existing slogan, campaign or public appearance than to study whats out there now.
Agency news and design news is the place to start. Look at what the other fellow is doing, read up on the latest idea from the leaders in the business. Your not looking to plagiarize their work, but getting your head around other ideas will help spawn your own fountain of genius to flow.
If you want ideas about sailing you read books and look at ads about sailing. Some people want to shut themselves off from the work of others so as not to be influenced. But if you look at the work and design output of others in your field you might pick out a niche or nuance in their work that you think you can do better or different and take the concept in a totally different direction, all from a little spark triggered by another industry colleagues works. Its not stealing when you just borrow some essence or hint of a direction. Its no shame to ask someone else for a push, either to start your car or to start the creative process. We all need a muse of some kind sometimes.
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