A Good Idea vs. The Good Idea
As an ad creative, one of the big things that keeps the drive alive, and desire to stay in the industry is that feeling you get the moment an idea comes up that you know is a good idea… We’ve all heard that in a brainstorm there are no bad ideas… Actually, most of the time there are plenty of good ones, even more so-so ones, plenty of “meh” shoulder shruggers and takebacks*, but nothing tops the one, golden idea.
The difference between a good idea and THE good idea I’m referring to is that you’re very much aware it is golden. There’s an element of excitement you feel, picturing and planning the best laid plans for how the campaign will play out, and that recurring thought, “this is gonna be soo good.”
It can be a little bit demotivating sitting in a pool of ideas that are only “okay”, and trying to pick the one with potential to be molded into something great – something it’s not. Then what can you do? You can’t reshape dried cement – which I’ve tried to do, and yes, they are comparable.
When an idea hits you and you with absolutely no doubt in your mind that it is the greatest idea EVER… Okay maybe not ever, but the greatest solution for that particular client, then you’ve picked the chocolate bar with the golden ticket. Yes, you’re fucking Charlie.
It makes you just want to dump every other idea said this far, and quit thinking of new ones. All you want to do is nurture the new brainchild. And why wouldn’t you? Did Charlie continue buying Wonka bars that same day after he won? No he didn’t. ‘Cause he already picked the winner and knew he was headed to a world full of endless joy.
Maybe in those situations that’s all you should do. If there’s any doubt in your mind as to whether it’s the best idea, then we’re talking about different things.
You can still salvage some of the others, but let’s be honest, they’re just filler now. Maybe I’m lame, or too optimistic, or too into advertising. But when there’s an idea that I’m positive is going to work, my brain explodes into confetti and if life were a musical, that’s the moment where the fully choreographed and costumed backup dancers would appear.
*Takebacks = “Hey how about… Oh, wait…Actually, no.”
Monday Shoutouts
The Department of Internets blog made my Monday. Thanks for the loving. 
How effing awesome are we?
Teehan + Lax’s very own Greg Washington and Peter Nitsch took home the hardware for Best Canadian Designer and Developer at the FITC Awards lastnight. BOTH of them reppin T+L, awsomesauce!…..awesauce? Whatever. Anyways, we’re VERY proud of Greg and Peter, they do amazing work and they totally deserve it.
*not actually Greg or Peter
Bigger isn’t better
I was out with a friend the other night who works at a major international ad agency, which shall remain undisclosed, but it’s one of the awards whores and one that every little ad boy and girl vie to get their foot into. When we graduated from school this friend was crazy about the ad biz, just loved it. But after working at this huge and prestigious shop, they are ready to quit forever, and angry and bitter at the world.
So wtf? Getting briefs at 5am, working ’til midnight every Friday, being frequently scolded by the CD, and feeling untrusted because you’re the only one in the office not snorting cocaine, might have something to do with it.
It makes me appreciate working in a small shop that much more. People here are bonded and look out for each other, no one takes credit for each others work, and I can’t imagine my Creative Director every saying anything like, “fuck you, go back to the drawing board”.
To me, Monday morning isn’t even a bad thing anymore. Whereas at some other places, every day feels like a shitty Monday. Even the weekends, because you’re just that bitter. 
The only benefit of working in a huge international shop seems to be simply the name on your resume. And even that doesn’t sound like it’s worth it. I’d stay loyal to the small shops (especially this one) over the big ones annnyy day of the week.
April showers bring good ideas.
Current mood: Creative
Current weather: It’s wet
Current obsession: America’s Next Top Model, the Thursday night band at Fox & Fiddle, and remote control helicopters.
Current stuff I’m excited about: Going to NYC next weekend, and working on exciting new stuff at T+L. Can’t share anything yet but I promise you it will be choc full of awesome.
Teehan+Lax continues to be awesome
Check out the 2009 FITC Design and Tech Awards and vote for the 2008 TELUS Magic Machine.
But wait, there’s more…. Refresh and vote for www.marc-gregory.com for best Canadian designer.
AND, peternitsch.net for best Canadian designer site. w00t
