Getting paid to think and create magic, what a blessing!

Often when asked what my profession is, my answer requires additional explaining. Many folks don't know exactly what a Creative Director does. But it always boils down to the same thing, I basically get paid to think.

I remember growing up, most of my schoolmates wanted to be doctors, lawyers or policemen. I never said "I want to be a Creative Director when I grow up". I didn't even know the term existed.

Many aspiring designers and creatives have asked what can they read or study to be a CD, the answer is simple, if you can not find the book “Becoming a Creative Director,” don't worry, you’re not the only one, because it doesn’t exist. No matter how you try, no one will ever be able to outline the blueprint to one of the most coveted creative positions, because the paths are spontaneous and endless.

The only advise I do however always give to younger creatives are; regardless how small or insignificant the project or campaign is, ensure you CREATE MAGIC. This has been my motto ever since I accidentally stumbled into the media/marketing arena as a self-taught designer and then working my way up the creative ladder.

What do I mean with creating magic?

Just like magic, try to allure and bewitch the designated audience. Whatever we do as creatives, needs to be well strategized, boundary-pushing, awe-inspiring and results-driven. Besides the creative output of what I deliver, I have a passion for what I do. Be it a $2 million relaunch campaign, or a small social media campaign with hardly any budget, (the latter usually has the biggest creative impact, modesty forces us to really think outside the box).

Earning a living as a creative also means that we need to adjust our mindset and attitudes. There are a few things to remember that will only prove beneficial in the long-run;

Criticism - accept and take pride in the praises and appreciate the constructive ones.

As a professional creative, we can not let criticism get the better of us. Being thick-skinned is probably the most important trait to aquire as soon as possible. We work in a very opinionated environment (be it from clients, fellow colleagues or management), the important thing to remember is, THERE IS NO RIGHT OR WRONG when it comes to creativity. Merely opinions and perceptions of what the market wants and will buy in to.

What about creative block?

Just like any art-worker or conceptualist, more often than not, we suffer from a creative block. I myself have struggled so many times with a creative hurdle for long periods and only on the eleventh hour managed to create and deliver. It is probably the most frustrating factor about this job. Remember that you can’t force creativity.

I have however over the past two decades (well almost), devised my own concoction in dealing with mental blocks. Below are some actions I take, when I find myself in a rut.

1. It comes to us when least expected, even in a subconscious state;

If you can't come up with a creative solution straight away, stop what you're doing. Don't be afraid to step away. Try to distance yourself from the project; take a break and come back to it with a clear head. Eat something, take a brisk walk, or perhaps even a nap - strange things happen when we are in a semi-sleep state. "Wake up and write down whatever was happening before you forget it."

2. Find new sources of inspiration

Inspiration is everywhere. Looking at other artists’ work can be incredibly inspiring. And especially if their work is different to what you’re used to, immersing yourself in something new can generate tons of new ideas.

3. Get it down on paper

Write your ideas down, list absolutely everything that comes to mind. Be it a song, a TV character, a mood, it might just be the link that you need to create the next award-winning concept.

4. Allow yourself to fail

 It’s time to shake off your worries and push through. Taking risks will help you to sharpen your skills. What you’re about to do might suck. Give yourself permission to create something imperfect. Shush the voice of perfectionism. Practice makes perfect (whatever that means).

5. Take care of yourself

Sometimes taking care of yourself is all you need to recharge and trigger a breakthrough. I for one feel most creative if I have enough sleep. Make sure you create space for self care in your daily routine.

6. Work out a manageable routine

Vincent Van Gogh famously said, “Great things are not done by impulse, but by a series of small things brought together.” Find ways to manage your projects so that they’re divided into manageable chunks. You can tackle them one at a time and the big picture will come together bit by bit.

7. Shake up your surroundings

Conceptualize at home or on the train, refine final work at the office, and brainstorm in coffee shops, for instance. Try different working environments to keep things fresh. 

I have often wondered how different my life would have been had I opted for a "safer" journey. Perhaps selling insurance, or in the banking sector, like a teller or something. Not that I am putting the financial industry down, just merely wondering. What I can say - and for this I am ever so thankful - considering the fact that I was forced to think and be creative from my very first job (newspaper layout artist, many moons ago), this has impacted everything else in my life. I look at life with an "out-of-the-box" approach, I say yes to almost everything and embrace life to the fullest. Perhaps my chosen path is the "safer" journey after all.