Impact of the COVID-19 Lockdown on Creative Concepting

While it is not uncommon for the creative teams to work remotely away from their office confines, being mandated to stay home-bound could be restrictive for a process that heavily depends on team chemistry.

Moreover, with a continuous flow of stories about selfless service, human sufferings, and the fragility of life as a whole, presumptions on human behavior probably need to or are being reconsidered, particularly when it comes down to creative thinking.

The big question here is – in this restored focus on “pure creative thinking,” has a notable change taken place in perspective and approach towards ideation? Is there a need to polish some meta-skills and to have a deeper connection?

According to Agnello Dias, Co-Founder Taproot Dentsu, and Creative Chairman, DAN, the frantic churn for newer creative that decreased the lifespan of every piece of creative to a couple of weeks might and should (honestly) slow down. He believes that the race to get something “new” out there often outweighs getting it right. But this might change now, and for the better, we believe. 

Sure, people can polish up their existing skills, but the best part is this will open their minds to a bigger perspective about the brands they work on.

Undoubtedly this COVID-19 pandemic will have lasting effects on the people and the economy alike. However, it is times like these when creative agencies play a vital part in helping businesses survive and navigate their future, says Rajdeepak Das, MD – India, and Chief Creative Officer at Leo Burnett, South Asia.

Further adding to his statement, he said that they have been discussing “brand purpose” in-depth, along with creative collaboration and using data and technology to build new solutions over the last few years. He feels that now is the time to try all their theories out.

Rahul Mathew, National Creative Director at DDB Mudra Group, says that all the rules have been broken, and all the general ways of working have been ditched. This pandemic has taken our normalcy away. He believes that even though we are in the comfort of our homes, we are entirely out of our comfort zones. People who can deal with these inner and outer conflicts the best will emerge stronger.

The CCO at Ogilvy, Sukesh Nayak, feels that these tough times have given us a profound sense of realization of what “really” matters and what does not. He said that sitting in one corner of his home assigned as his work-from-home space, often raided by his children, he feels that people have become more caring and grateful to those who are “really” important. He adds that with such deeper self-realization, our thinking is sure to be richer, more meaningful, and genuinely insightful, hopefully.

Isolation and “Creative Concepting”

As per Agnello Dias, such isolation is not inevitably favorable to the commercial creativity process. He says that often the most productive part of the process is when one is scanning out instead of honing in. And the more minds that are around, the better. That’s because someone invariably picks up the baton and sets everyone off on a new hunt which is excellent.

He adds that the human mind is also vulnerable to getting distracted because of so many stimuli going around continuously. However, when in a group, it is implausible for everyone to be distracted at the same time; thus, the time spent together is more productive. Nevertheless, when it comes to crafting and final execution, isolation can undoubtedly help.

Rahul Mathew says that this is an ideal time to experiment with new things and explore unique aspects of yourself. He feels that while creativity might not need proximity, it requires inspiration which comes down to where you seek it. He feels that’s the war raging in the lives of numerous creative people.

Further adding to his statement, Mathew says that inspiration comes through communications, discussions, and collaborations for a few people, which has taken a hit owing to the COVID-19 pandemic. While the video conferencing platforms do add a face to words, they don’t facilitate the flow of spontaneity and randomness as much. The view from social media, too, is pretty much the same for the time being. It is a tough time right now for people who look for inspiration from being open to the world.

On the other hand, there are people for whom nothing is more inspiring than a challenge. Now for those, this whole situation is a golden opportunity. He believes that we could not have had a bigger challenge thrown to us as an industry or even as a race.

The Power of (Remote) Creative Collaboration

Citing the quick and collaborative teamwork in the two latest projects, Sukesh Nayak said that while they were all working from home currently, they are more connected than ever.

He believes that the creatives have to be original and innovate data as well as medium in order to surprise everyone.

According to Rajdeepak Das, the collaboration between brand-creative is currently at its best. He adds that they have built a 0-3-6 model through which they are working with their clients on making immediate short-term plans and helping them lay out their future plans accordingly. He says that there was a time when they used to discuss 5-year brand architecture for businesses, but such times teach us that each day, each week, and each piece of news can shift things.

Further adding to his statement, Das says that some industries will take a hit, but some will come out to become the next billion-dollar brands. He emphasizes the need for creative partners to work closely with their client’s marketing, tech, and research and development teams to innovate new products or services and prepare for the post-pandemic period.

Wrapping It Up

If there is one thing we can all agree on, it’s that this pandemic has stripped us of our normalcy. The usual ways of working have been ditched, and we are all handling this in our own ways. While this challenging period is immensely inspiring for some, for some others seeking inspiration from being open to the world, this is a tough time. Undoubtedly, this pandemic’s consequences will be lasting, but this is the time for the creative teams to try out all their theories, explore new aspects of themselves, and hone their existing skills.