Monday, December 21, 2009

Food is the story



Telling a story is important. Doing so in a captivating manner is better. Now make food the medium, and shoot for intense emotional reactions. Chef Grant Achatz aims for this every night he opens his restaurant Alinea in Chicago.

Achatz has been noted as one of the best chefs in the United States. Many journalists point to him among the vanguard of modern fine dining - a process of cooking with an implementation of science and technology commonly called molecular gastronomy.

What's profound is not only Achatz' attention to science and technology in his cooking, but the use of it for a better construction of the story he tells with food. His use of science creates drama and unexpected delight. He shatters his guests preconceived notions of the media he's working with.
Good goals to aim for when you next look to create something.

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Wednesday, December 9, 2009

John Hegarty and the creative checklist

John Hegarty, the "H" on the door of super-shop BBH, broke down some of his theories on creativity in an audio tour through the neighborhood surrounding his agency's first home in Soho, London. Click on the logo above to give it a listen.

It's a little self-serving, since the audio is presented as a part of a campaign for BBH client Johnny Walker - according to AdFreak.

However, there was a nugget in the middle of Hegarty's talk I found particularly inspiring:

John Hegarty's Creative Checklist

  1. Is it different?
  2. Does it touch on an essential truth?
  3. Does it have a streak of irreverence to it?
  4. Have I expressed it in a simple, direct way?
  5. Does it stop and capture people's imaginations?

All of this you've probably read in Whipple or any of Paul Arden's books.

But despite however cliche it may seem, the above questions work at the heart of all creative endeavor. It is the natural challenge we face in creating something original.

Maybe something uncomfortable. Maybe something brilliant.

Back to work.

Tuesday, December 8, 2009

The Fog of Advertising

After re-watching the Errol Morris documentary on Robert S. McNamara, The Fog of War, I couldn't resist paraphrasing for my industry.

The Eleven Lessons (as they apply to advertising)
  1. Empathize with your customer
  2. Rationality will not save us
  3. There's something beyond one's self
  4. Maximize efficiency
  5. Proportionality should be a guideline in advertising
  6. Get the data
  7. Belief and seeing are often both wrong
  8. Be prepared to reexamine your reasoning
  9. In order to do good, you may have to engage with the client
  10. Never say never
  11. You can't change human nature