Years ago, one of us here at the SF Egotist was asked “What’s your creative philosophy?” It was an interesting question, as every creative approaches creativity differently. Half a page later, that philosophy came to life. And over the years, they honed it down to just 20 words.
We decided to ask SF creatives and others to tell us their creative philosophies in 20 words or less. What they sent really made our day. Take a look – and if you have a creative philosophy you want to share in 20 words or less, leave it in the comment section.
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Affix the loin cloth.
Unfurl the blade.
Go savage, willingly.
– Casey Brewer, Associate Creative Director at Camp + King
Ideas are elusive. Just when you think you'll never find one, that's when it shows up.
– Rick Condos, Chief Creative Officer at Argonaut
My personal creative philosophy is to not have a personal creative philosophy.
– Seth Coronis, Senior Designer at Landor
You have to fall in love with a brand to do really great work for it.
– DeeAnn Budney, Founder at The Hive
Ratio of creative thoughts that come to me in the shower vs. those that come in meetings: 100:1.
– Harold Sogard, Chairman at Riney
Shoot for work that makes other creatives hate you. Just insane with jealousy. Make sure its strategic and sells product.
– Ron Lim, Creative Director at ATTIK
Make stuff. Weird stuff. Smart stuff. Cool stuff. Random stuff. Creativity has no value locked up in a notebook.
– Steve Babacock, ECD at EVB
Personalize every project. You won’t convince anyone until you convince yourself.
– Josh Bogdan, Sr. Writer at MUH·TAY·ZIK | HOF·FER
Surround yourself with interesting people. Ask lots of questions. Take long showers.
– Hunter Hindman, Chief Creative Officer at Argonaut
We create things that make people fall in love with brands, so they can become woven into people's lives.
– Mike McKay, CCO at Eleven
I let myself make as many mistakes as I need to, so I can learn from them. (Namaste)
– Aaron McGuire, Director of Technology at Evolution Bureau
Be interesting. Be helpful. Be beautiful. (Choose two that apply.)
– Jonathan Byrne, Associate Creative Director at Venables Bell & Partners
Get there first.
Or be the last.
Do it with kindness.
– Roseanne Overton, Art Director at Argonaut
Advertising is easy to ignore.
Don't create Ads.
Create entertainment, content that people will seek out and want to share.
– Justin Hargraves, Associate Creative Director at Camp + King
The world needs less noise and more music.
– Jordan Warren, President at Argonaut
Make the world .000001% more beautiful with everything you do.
– John Matejczyk, Executive Creative Director at MUH·TAY·ZIK | HOF·FER
Bad advertising is pollution of the senses. I do everything I can not to pollute.
– Steve Nathans, Copywriter at Goodby Silverstein & Partners
I create for mixed kids, misfits, the girls who sneak out of locked bedroom windows to discover what love means.
– Nina Reyes Rosenberg, Producer at Portal A
Wonder.
Wander.
Try every single path.
Try a few with no path at all.
Work smart.
Fail often.
Enjoy the ride.
– Bri Hand, Writer at Argonaut
Never be afraid. As soon as you are, you're dead.
– Mike Brenner, Senior Copywriter at ATTIK
Be patient. Creativity isn’t a “brain fart”. It’s an extended process, long hours, focus, meticulousness, trying different solutions until… genius.
– Anton Repponen, Global Creative Director at Fi
I admire digital creative work that makes even technically savvy people go "How in the world did they do that?"
– Michael Phillips, Group Executive Interactive Producer at Goodby Silverstein & Partners
Bring the news of one world to another.
– Nate Houghteling, Partner and Executive Producer at Portal A
Work with people you love. Everything else is just details.
– Max Heilbron, Head of Strategy at Argonaut
Be happy. Make happy ad.
– L V C A $ (The creative team formerly known as Mike and Stevan. Pronounced 'Lucas') at MUH·TAY·ZIK | HOF·FER
Constraints are advantages in disguise.
– Stephen Goldblatt, Chief Digital Officer at Mullen SF
I'm a pragmatist with a job to do: help brands communicate in a creative and meaningful way to achieve success.
– Simon Needham,
Co-Founder / Group Executive Creative Director at ATTIK
Creativity is the negative space between ideas. Read often, read obscurely, connect the dots.
– Marika Wiggan, Strategist at Argonaut
If no one aims for perfection, nothing will ever be.
– Johnny Michaelsen, Senior Producer at Fi
Blurt things out.
Surround yourself with far-flung ideas.
Be the passionate dissenting voice.
Take a hike and get dirty.
– Robbie Whiting, Head of Creative Technology at Argonaut
Ideas big enough to work everywhere that matters, and original enough to influence marketing that follows.
– Rob Kabus, President and CMO at Eleven
Don't over-think.
– Anna Rowland, Creative Director at Heat
Creativity is self-expression that empowers like Popeye's spinach, warms like a comfort blanket, and excites like a first kiss.
– Lucas Hagerty, Client Associate at Landor
Keep it simple, make it rewarding for your audience and don’t freak out, there are no lives at stake.
– James King, Senior Writer at Heat
Creativity isn't chronological.
– Conal O’ Doherty, Head of Growth at Argonaut
Through collaboration and constant exploration we find stories in the most unassuming places, painting them in the most beautiful light.
– Dalia Burde, Executive Producer at Avocados and Coconuts
The more insane you are, the better your creativity is.
– Sari Tracht, Editor at Portal A
Everything is interactive. People interact with a variety of mediums on a daily basis—utilize as many as you can.
– Theo Fanning, Executive Creative Director at Traction
Start with the absurd and make it smart. Everything is possible. Evaluate before and after a great glass of wine.
– Maura Menapace, Account Director at Argonaut
Everything matters, so all work must engage, inform and delight to make business (and the world) change for the better.
– Courtney Buechert, CEO at Eleven
Build cool shit.
– Matt Cribbs, Director of Technology at Fi
Don't get attached. Don't think so much. Don't waste people's time. Don't give anyone permission to tell you no.
– E.B. Davis III, Copywriter at Mullen SF
Creativity lives in the moments between lightning and thunder. You have to wait for it and grab it almost simultaneously.
– James Duffy, Writer at Heat
Creativity resides in collaboration. Two minds are always better than one.
– Sam Holler, Agency Manager at Argonaut
To believe your own thought, that what is true for you is true for all.' (Ironically, not my own thought. But I believe it.)
– Jamie Barrett, Founder and Creative Director at barrettSF
Finding clues from the reality that surrounds us, and reengineer them to solve the problem at hand.
– Simone Magurno, Associate Creative Director at Fi
Challenge expectations. Defy odds. Be passionate. Be mindful. Love what you do, and make sure that shows in every frame.
– Jeffrey Sabin-Matsumoto, Producer at Portal A
The job is balancing passion and responsibility.
Your philosophy is in the percentages.
For me, it's 60% passion, 40% responsibility.
– Steffan Postaer, Executive Creative Director at Gyro
Keep it simple. Keep it honest. Keep it interesting. You do all three and you've succeeded.
– Tom Scharpf, Creative Director at Venables Bell & Partners
I can narrow it down to 3 words: collaboration, collaboration, collaboration.
– Greg Coffin, Senior Art Director at ATTIK
Creativity is production with consideration for form. It solves real and imagined problems, filling leaks in the boat and the brain.
– Brooke Doner, Art Director at Mullen SF
Never underestimate the power of a shared experience. Use it to your advantage. Better yet, make someone laugh about it.
– Jessica Schiffman, Digital Strategist at Portal A
It’s like football. If you have talent and keep executing, one of these times you’ll break off a TD.
– The San Francisco Egotist