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When we happen to view any great concept, it's always easy to appreciate the display of creativity and professional execution. But what's not evident when we see the work is something much more fascinating. That is the background story of how the individual, or team of creatives, went about developing that great idea. The path that each creator takes to come up with their own conceptual solutions will always be very much an individual choice. I suppose it's no surprise that the concept that came out on top for our client is the one which possibly benefited the most from all of the concept strategies that we used along the way.
The idea of the dueling guitar campers actually began its life way back in the free association process. As a man and a woman on a camping trip. It then took a sharp turn through our search engine creative process, by morphing into a couple of guys playing guitar by a camp fire. It progressed from there. While our concept threaded its way through a number of different processes. It's important to remember that for the most part, each one of the strategies can be used independent of one another.
That alone is one of the great things about these creative processes. If time or budget are tight. We can cherry pick our favorite ones. One thing's for certain, the more we can add to our tool kit, the more effective we'll be at producing thoughtful and original concepts. Coming up with great ideas will always remain a challenge. But having these resources on hand can give you an edge, add to your sense of confidence and help you create your best work.
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