Lessons from @Creature_Stu - By @ohunterjenkins

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March 17, 2016

By Owen Hunter Jenkins

Lessons from @Creature_Stu

We had a book crit from Stu at Creature today. Every young creative worth their salt has passed through his agency for advice – and after today, I can see why.

Here’s a rundown of what he told us, I hope it helps you as much as it helped us:

Don’t think execution first.
Spend more time interrogating a brand/product.
Don’t go for the obvious.
Ask questions no-one else would about the product
Dig deeper.
Look for something that has an emotional resonance.
This game is about behaviour change, not art.
Lateral thinking can get you to a product truth.
Don’t make a CD/ECD read your portfolio
Stay away from brands with obvious propositions.
Brand choice can be creative too.
Students books are different to real work. Show off your thinking, not your ability to make ‘ads’

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