#DANDAD17: Nick Eagleton on IDEAS, IDEAS, IDEAS
DANDAD17 had a lot of micro-events targeted to emerging talent, the new blood as they like to call it. Most of them took place in Hub10, a 80+ people seminar room that was (almost) always packed. People waited for half an hour or more to make sure they got a seat, and often they still missed out on the chance.
On the first day of the festival I managed to get to Nick Eagleton’s (Creative Director at The Partners ) workshop on harvesting the best ideas you can. It was a dynamic and fun presentation – here’s the most of it:
Nick explained the immense value of getting your ONE LINER out of a creative brief, which often comes looking like this:
And you know that’s true!
When working for the @NewBloodAwards I did test this for the Adobe brief and it offered such a great guidance through out the creative work process! So, thank you D&AD for the tip – read more on How to break down a brief.
So, we did a little exercise & brainstorm on the fictional brief: Craydon Technologies launches the artificial snow. The ONE LINER helped go more & more in-depth when ideating, instead of being all over the place with ideas and for the given 15’ quite coherent campaign ideas came out.
11 Book Recommendations from Nick:
- A smile in the mind –
- Brutal Simplicty of Thought: How it changed the world
- Damn Good Advice (for people with Talent)
- Hegarty on Creativity: There are no rules
- Whatever you think, think the opposite – Paul Arden
- It’s not how good you are, it’s how good you want to be – Paul Arden
- 12 rules of creativity – Michael Atavar
- A Technique for producing ideas – James Webb Young
- How to Fly a Horse – Kevin Ashton
- How to do better creative work – Steve Harrison
- The Creative Habit: Learn It and Use It for Life – Twyla Tharp
The Partners won a few awards at this year’s D&AD Awards, among which this awesome motion design for London Symphony Orchestra: