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When I first saw the visual representation of the design process, I thought it resembled a toddler's poor attempt at cursive. However, when it was further explained all my inner monologue could say was...
"Yes. That is it. That is what this scribblely mess looks like up here and in every other creative person's mind."
It weaves in and out of itself. Taking sharp turns and loose curves up and down. The line appearing to be carried by an indecisive wind until it finally dies down to a clear and well-formed picture.
I've seen or heard of this process occurring in other fields, such as screenwriting, songwriting, and various other artistic industries. Honestly, some version of this is probably used in every field, including STEM areas. However, I feel when we apply this to advertising it's differs from what we examined in class.
In class, we used examined Pixar's approach to creating the movie Inside Out. They cycled through different character arcs, plot lines and emotions when collaborating on this project. Their approach closely resembled the Scribble. They would get the ball rolling on a specific idea, and then completely scrap it when it wasn't working anymore.
It seemed like an overall frustrating and complicated process. I felt like their approach used a little less research based and more of their own creative and personal approach to come up with the storyline.
However, I feel it is somewhat different when examining an advertising creative approach. Unlike a songwriter's or screenwriter's process the primary goal of an advertiser is to make money. We work with big and small companies. We are looking to grow their business and reach a specific audience. Instead of applying our own emotions to a product we run more research, we'll gauge everything toward a certain audience, and attempt to evoke a certain emotion about our product or business. It is a more clean approach like the Stanford Design School Process, which outlines the process in an organized manner.
A popular ad campaign is the "Love. It's what makes a Subaru." campaign. Usually featuring a banged up car from a terrible accident and a worried parent. The parents end up grateful they chose the safest car on the market. The campaign evokes an emotion of fear, sadness and relief in one 30-second spot. Carmicheal Lynch, the creators behind the campaign, ran thorough research, and found what an emotion their audience wanted and needed to experience for them to be interested in Subaru. They allowed the audience to inspire the campaign. While, Inside Out was inspired by personal experience and long walks in the woods.
Overall, the design process in every field is full of worry, anger, disgust, sadness and most importantly joy. Applying these emotions, whether your own or those of your audiences, will lead to a more creative process and more successful production.