Uploaded June 2021 | Updated September 2026, 2 weeks ago
LEVERAGING CONFLICT & TENSION TO GET TO BETTER IDEAS
“Creativity happens in response to a problem, not a solution,” Luke Sullivan says.
The creative mastermind explains how you’ve got to find conflict to tell an interesting story. And how your big idea should be succinct enough to fit on a sticky note. (IMHO - If you can tweet it (original 140 characters), it's not concise enough).
Clients wondered why the agency’s copywriters and art directors tended to have such different views of their wonderful products. Account directors wondered why their agency’s creatives couldn’t just follow the creative brief.
“I don’t care where you find your polarities,” he said. “A lot of interesting things seem to happen on the edges of things. There’s energy there. And, when there’s energy, there’s story. When you can build your campaign or strategy on top of one of these energy producers - your story can walk for a long time.”
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
LEVERAGING CONFLICT & TENSION TO GET TO BETTER IDEAS
“Creativity happens in response to a problem, not a solution,” Luke Sullivan says.
The creative mastermind explains how you’ve got to find conflict to tell an interesting story. And how your big idea should be succinct enough to fit on a sticky note. (IMHO - If you can tweet it (original 140 characters), it's not concise enough).
Clients wondered why the agency’s copywriters and art directors tended to have such different views of their wonderful products. Account directors wondered why their agency’s creatives couldn’t just follow the creative brief.
“I don’t care where you find your polarities,” he said. “A lot of interesting things seem to happen on the edges of things. There’s energy there. And, when there’s energy, there’s story. When you can build your campaign or strategy on top of one of these energy producers - your story can walk for a long time.”
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
