statement 01

Sometimes when we get a creative brief and we look at the "mandatory section", we might feel "Damn! It’s not cool, there’s something we must deal with".

Let's take a look at another field for a second. The art industry. Cataract affected the artist Claude Monet's painting. Because of that desease, Claude Monet's can't see clearly (in spite of himself), that constraint influenced how his painting looks like. Pierre Soulages is another artist, he only used black & white (on purpose) for his painting. That constraint makes his art works feel like so different, expressive, powerful.

Back in the day the users on Twitter had a limitation of 140 characters for writing, or Instagram users can only post square images. Those limitations force users to think in a different way (a kind of creative challenge). So the outcome is different & distinctive, like a signature of the platform.

There’s creativity when we are able to deal with that constraint, and even taking advantage of that limitation. So, embracing constraint is something normal for a creative. It’s all about adopting an appropriate state of mind.

Note: I always keep in mind that client usually don't come to an agency, looking for creativity… Client looks for efficiency, and creativity is just a way to achieve that goal.