Lessons from @Creature_Stu – By @ohunterjenkins

Owen Hunter Jenkins

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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