Dead On Arrival
Tuesday, June 10th, 2008Anyone in the creative communications industry deals with this at some point…
The brief has been boiled down to an actionable idea. The creatives have brainstormed, thrown away, started over, scribbled, and sketched until they’ve finally come up with the one: that “holy grail” idea. The sole response from the CD [after shooting down the last dozen ideas] is a simple yet resounding “Fuck yes…”
Finally, with a sketchbook full of elaborate diagrams (charting the sale of laundry detergent by connecting the Theory of Relativity to the Google Search Algorithm), everyone calls it a night, basking in the sublime knowledge that the tough part has been thoroughly dispatched.
But it hasn’t. The hardest part has actually just begun.
