Counting stars: Creativity over predictability
summary
Argues that process and testing are replacing ideas and art direction using concrete examples: the IBM 360 installation versus creative lounge, Brad Frost’s atomic design and Pattern Lab as tools that make outcomes predictable, PG Tips chimp ads lifting the brand from fourth to first for 32 years, VW’s “Think Small” truthfulness and Boddingtons peaking in 1997. Claims long copy (Merrill Lynch 6,450 words) and bold concepts still produce memorable results.
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chapters (22)
- 0:00Introduction
- 6:40Leacock
- 7:04Purple Cow
- 8:55PG Tips
- 16:54Idea vs iteration
- 17:50Power
- 18:53Make more
- 21:05Think about the future
- 21:33Point of view
- 26:17Process
- 28:50Atomic Design
- 30:03Mark Bolton
- 31:06David Ogilvy
- 32:49Chaos own process
- 34:25Long copy
- 35:05Think it over
- 42:03Art direction vs design
- 43:03Problem solving and execution
- 43:33Drying sterile experiences
- 44:39Why is art direction rare
- 45:02Todays stylists
- 45:35Summary
