Digital Media Landscapes - Entry 36

Suzy Dotson

Digital Strategy - Entry 36 


This January, I took the Digital Media Landscapes advertising class with Nicole Haddad. To say this class was interesting would be an understatement. We played NYT connections every morning, visited Meow Wolf in Grapevine, and helped with the Tide advertising campaign competition. This class taught me a lot about the creative process. I had no idea about the time, depth, and wild lengths it takes to form a creative brief. 

Here is a snapshot of Shit Girls Like to help us determine how to market to guys and girls simultaneously. If I told you that for a detergent campaign, you would probably have no idea. But that is the creative process -- connecting two crazy, outlandish ideas together in order to form insights about your target market. 

I owe Nicole a lot for this class. She taught me that no idea is too crazy, no answer is ever wrong in brainstorming, and the more niche, the better. Before this class, I thought brainstorming was a quick, two-minute process and then you moved on to actually creating. Nope. We spent two weeks of class just brainstorming and it was fascinating. 

Creativity cannot be put into a box. It's not a step-by-step process with to do lists to complete. It's a fluid, changing, and growing process that takes bravery and commitment. 


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