Great ideas don’t come from vending machines- Chant
By Zion Rufus
On the importance of creativity and emphasis on the notion that “vending machines” for ideas can never replace the importance of experience in ideation, creative director Rodd Chant has shared that great ideas don’t come from vending machines.
“They come from people,” Chant said in a post.
“People that spend time honing their craft. The speed at which a person comes up with a great idea often depends on their years of experience. There is no button to push to get an idea.
Reiterating the limitless capacities of the human mind while responding to Rafa Jimenez who had pointed out that there are actually machines for ideas, “and creative ones for that matter”, Chant explained: “I know there are options like this but, in my humble opinion, they remove part of the joy of being a creative person who has to push their own imagination to find the best idea, using all the life experiences they have had, the music they have heard, the conversations they have had, the jokes they have been told, the people they have passed on the street, the art they have seen in galleries and streets, the books they have read, the films they have seen, and so on; all of which we, as individuals, interpret and absorb differently. All of this fuels the brain cells and helps individuals create fresh thinking from their own perspective. As a creative person, I love the fear of the blank page, the challenge it presents me with as I rely on all of the above-mentioned stimuli and use my trusty Moleskine and pen to imagine some new ideas. I know more AI and other tech solutions will appear, but for the time being, I personally prefer to keep it human.”
Meanwhile, Todd Anthony, Founder/Executive Creative Director at Pinwheel believes that the main problem is that some people don’t know what a good idea looks and feels like and don’t see all that much difference between the ideas they can get fast and the ones that come with time.
“Since they don’t really see the quality difference. they’ll always want them faster and have little respect for creative people who demand, request, beg, and plead for more time to do better work,” he explained.
However, the importance of creativity in advertising and the ability of the human mind to communicate a brand’s message in an original and artistic manner can never be overemphasised.
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