( sharing the pencil )
For me personally, conceptual thinking requires the combining
of several ideas previously considered unrelated.
Followed by an execution, which provides a tangible
experience of the concept physically and emotionally--Communication.
If you agree, then please humor me through this inquiry.
Setting a list of objectives about a client, service, product
or idea is first and foremost, a simple foundation for the
conceptual stage. We're simply agreeing to start here with the intention
of meeting, then exceeding those initial objectives. We begin doodling together.
Between a creative brief, creative direction, media-budget allocation,
the personal preferences of clients and the market objectives
that need to be met in order for the communication to be effective,
no one wants to commit to a starting point. ( the pencil to paper, doodling )
We find someone wants to hold the pencil indefinitely.
I dangerous practice that never utilizes the talents of all involved.
Ideally, someone brings the paper, someone else brings an
eraser or perhaps, a sharper pencil. The doodling begins.
It evolves slowly. Through eraser shavings and gray smudging,
someone swipes the paper swiftly. The doodle becomes more
literal. The lines and contours fitting together. The paper is
passed once again. Everyone at the table observing the same thing.
A pencil hits the paper once more, a quick stroke, a smudge
a addition followed by a removal.
The idea has form, it's been contrived simultaneously.
Utilizing the talents of all involved. A thumb print left by everyone,
a contour shaped unanimously. A concept devised that everyone
understands and if necessary, can demonstrate effectively to someone
not at the table--the client.