Thoughts

&

Thoughts &

Creative direction cues I actually use

Note: This is a headlines project. Some of which have been stolen, corrupted, and bastardized to get me through creative fixes. I’ve credited where possible, but apologies if I’ve totally misinterpreted your ideas here.

What follows is 15 years worth of ideas collected from brilliant creative directors I’ve served under, insightful writing partners I’ve collaborated with, clever thinkers I pay attention to—and one or two things that popped into my own brain. I use these thoughts on the daily to work out problems with creatives and clients alike. Steal for yourself and share with others!

  • Let’s face it—nobody buys a Mustang because it has a sexy AC knob (which it indisputably does). They buy a Mustang because it embodies American automotive muscle. It symbolizes freedom, and virility, and otherwise hard to attain status. Yes, the knob is great, but it’s a delight. A confirmation that following your values was worth it. That’s dream to details.

    tart with the why; MVPG statements; The golden circle—they all get at the same thing. Centering the big picture in every piece.

    When Nate coined Dream to Details, this upside-down food pyramid of communication priorities became the center of my creative direction philosophy—and still is.

    Give Nate some love [LinkedIn]

  • There’s a difference between being proud that you got work done and proud of the work you got done. One is a process victory while the other is a triumph of creative. In an ideal project a you get both, but too often creative teams are told to embrace successully navigating a production as the show of a successful production leaving craft as simply a biproduct.

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!

  • Whoops! You caught me. I haven’t been able to fill all these with explanations just yet. But if the headline caught you and you want to know what the hell I meant by it, this is a great opportunity to head on over to the contact page, say hi, and ask me about it!