Summer Apres Planet - Flipbook - Page 21
F A R T S
A N D
V C U L T U R E S
First thing to go in an
economic squeeze is the arts
and culture budget.
Same as the marketing spend
for a product. A sacrifice
to the gods of economics.
Cut the creative and we
will survive. You can’t eat a
painting can you?
C
reativity is the life blood of
progress. The far spectrum of
creativity is 昀椀ne art. It is this edge
that informs commercial creative.
The trickle down effect that doesn’t
even show on the radar yet pervades
sensibilities, in昀氀uences trends and
translates into new.
This explains the sudden awareness
around micro dosing in Silicon
Valley. Tech leaders rewiring the
brain. Seeing things in a fresh
perspective. The embodiment of the
creative pursuit.
Why then is creativity still used
as a crutch instead of a driving
force? Why do we not go all in?
Upper management style C suite
types wade through their analytics,
divining some sort of path to
success. What good is data when
it’s historic? Sure it has its place…
Just like the reverse warning in
your car. This insistance on data
can be attributed to the lack of
creative thinking. The poor standard
of creative in the advertising world
is testament to this. The quality of
work produced by our black rimmed
glasses type creative directors is
dictated by the glorious excel spread
sheet, rather than the divine muse,
and it shows.
Until each layer of society
understands that to be creative is to
be playful, and to be a little nervous
about what you are doing - then
only, will we progress in unity. To
go boldly into the night. Holding
nothing but a sense of humour and
a spirit of adventure. Let’s go.
The Summer 2024 Issue
[21]
