Remember that moment on Countdown with the numbers game that flummoxed Carole? Sometimes, a contestant will take a convoluted mathematical journey, full of additions, subtractions, multiplications, and divisions that appear unnecessarily complex. You start thinking, "Where are they even going with this?" It looks like they're taking the longest route possible.
Yet, against all odds, they nail it and arrive at the target number.
Often, those more complex journeys lead to a really clever solution, something you wouldn't have thought of straight away.
That's how my brain works with a creative brief. You give me the goal and the message, and my first thoughts might not be the most obvious ones. I might explore a few different angles, play around with some less conventional ideas. It might look like I'm not going for the direct hit right away.
But honestly, there's a reason for it. Those little mental detours help me see things differently. They let me uncover ideas that are a bit more unexpected, a bit more… right for what clients and their customers actually need to achieve. It's about digging deeper than the surface level.
So, if it seems like I'm not jumping straight to the most obvious concept, it’s because I’m working through the numbers in my own way. I might take a slightly longer route, explore a few different combinations, but the final answer will be the one that hits the target perfectly.
You'll get a concept that works, even if the journey to get there wasn't the most straightforward one.
Trust that we'll land on something great, every time.