Ross Chowles is one of South Africa’s best creative directors and a true gentleman.
He helped build a very successful agency called The Jupiter Drawing Room (named after a fictional brothel smoking room in Paris), has mentored and taught some of the best ad people in the business, and also now runs Bright, a creative space for people to learn about art and creativity.
A while ago I asked if Ross would kindly share his creative process, and as he is a wonderful chap, he did, so here it is (Thanks Ross).
1. Receive the brief. Listen!
Absorb the information and the problem/product/target market.
Just listen.
Listening is the most important part of creativity. Whether it’s listening to the client or the consumer.
Just listen.
2. Then just live with the brief.
Don’t do anything.
Don’t think of solutions.
Just wallow.
Lie in the information, let it sit with you.
Let it itch. Don’t scratch.
3. When the ideas come, let them all out.
Big, small, silly, or boring.
Don’t censor your ideas.
Just get them out!.
4 Pick your favourites.
Use 3 criteria.
1) Relevance to the product/consumer.
2) Impact. Will people talk about your idea?
3) What is the feeling/message the consumer will be left with AFTER seeing your idea.
5. Hang on tight.
Once you have selected your idea, hold onto it tightly.
People will try (not on purpose) fuck up your idea.
They will chisel away at it with tiny changes, till it looks nothing like the idea you started with.
Hang on to good advice, discard bad advice.