The hypocrisy is hilarious.
Using “creative” as a noun to describe a class of people perpetuates the false notion that some people have it and others don’t. It’s condescending and discouraging.
Yet you say,
That, ladies and gentlemen, is creative. Your fucking banner ad campaign is not.
The act of figuring our how to feed your family on an inadequate income is creative. Comparatively, creating an advertising campaign is not.
How is that hypocritical?
Yep. Honestly it's just a bad little rant post that doesn't make sense. Why is it here?
For a guy that is adamant to see "death to bullshit" he enjoys contributing to it a lot.
what actually caught my attention is how there's that pattern of writing - articles as such that heavily analyze or least to say, lambast, an idea but ends with a question rather than giving a solution
I agree with Brad. By setting creativity on a pedestal, we exclude everyday creativity from people outside of the "Creative" industry.
Read that early this morning. Sounds like a big baby to me. Almost like he just got out of a meeting with creatives that did better work than he does, and then went and threw a fit online.
Mike Monteiro in his book "Design is a job" makes a nice case for not using Creatives as a job title.
He says something in the lines of this: Creatives are people who just do it on gut feeling while Designers have a system, a process in which they solve problems instead of magically designing something in photoshop.
Even worse, presenting yourself as a creative makes working with clients more difficult, because they won't go into dialog on which problems to solve, but rather let the "creative" work and find a solution, essentially making your job harder.
Creative is more of a general term used by others (Not really the creatives themselves) to generally refer to people who work in the "creative department". It's an appropriate term that consists of copywriters, art directors, designers(yay!) CD's, project/account managers etc. Nobody walks around calling themselves "creatives". It was given to them, and has been an industry term for many years. Having worked in an agency, this is my perspective.
Also it's used to referred to the work. As in "Let's meet today and look at the CREATIVE."....Hmm, I wonder who creates the work? (see what I did there?)
Its weird to think that this is an actual problem. But dude didn't even suggest a solution.
Yes, exactly this.
It has historically always been a term to describe those working in the creative department within the context of an ad agency structure. Perhaps it is outdated at this point as even the least progressive of agencies are becoming less siloed but this semantic outrage is silly.
My biggest gripe was that he didn't give a solution. Called him out on it and he basically said to call people what they are "designer", "musician", etc.
The biggest problem though with this term, is that people outside of the "creative" department use it as a crutch to push work on those in the department.
I don't get this article – so unnecessarily divisive and opinionated about something that ultimately doesn't matter...?
It's like Brad Frost doesn't know that homonyms exist.
"Every person on earth has a tremendous capacity for creativity."
I think there's a world of difference between someone who can be creative and someone who has the ability to execute their vision . Seems like this guy is pissed off at advertisers for some reason.
Actually, I'm pretty sure he's pissed at people who use creative as a noun.
Creativity is not a talent. It is a way of operating.
– John Cleese
So... what term should we use? We have client service, creative, project managers, strategy, etc - if we get rid of the 'creative' label, what label should we use? What is the proper blanket term for designers, illustrators, animators and copywriters?
Creative is just fine. Don't even entertain this clown.
I've heard that quote about the mom's creativity before. Somewhere else.
scroll to 17:27
You know who was creative? My immigrant mother who raised three kids on an seamstresses salary. You haven't earned it.
This is why the internet and DN are awesome :]
Does anyone know why the previous thread got deleted?
Maybe because this is pedantic, pseudo-intellectual drivel.
Some of the most talented people I've ever come across pump out amazing expandable ads via DoubleClick Studio on a daily basis. Despite what Mr. Frost thinks, there is a whole world of people out there cranking out amazing bodies of work and not online prattling on from some industry ivory tower.
Just because you speak at conferences nobody goes to, doesn't give you the right to be a dick. I suppose the joke is on me for reading it.
This. I can't for the life of me understand our industry's obsession with giving senseless advice. And of all things, this one focuses on semantics.
He talks about how using the term 'creative' is condescension toward some arbitrary ideal of creativity, which is in itself condescending towards people who thought it was a harmless noun.
I think you're missing the point, creativity is not limited to the digital industry. I think the design community, myself included, often think less of other people that don't fit into our "creative circle" and it's condescending. I'm guilty of this and I want to change this. I don't doubt that the people you've met at DoubeClick Studio aren't creating stellar work, I believe that what we're talking about is bigger than that. It's a challenge to look above ourselves.
yeah, that confused me too. was posted by Allan G at LayerVault earlier, then deleted, now posted by Matt A at LayerVault. strange.
also strange: at this point Matt A accounts for at least half of DN posts.