Lecture for INSEEC MA Art Direction

1. Creative Problem Solving
MA Art Direction
Art Direction for Branding
INSEEC

2. Outcomes
• Understand the concepts of lateral and
creative thinking methods
• Apply techniques to achieve new results
• Make something special

3. What is Lateral thinking?
Solving problems through an indirect and creative
approach, using reasoning that is not immediately
obvious and involving ideas that may not be
obtainable by using only traditional step-by-step logic.
The term was coined in 1967 by Edward de Bono.

4. What is Creative thinking?
Breaking out of established patterns in order
to look at things a different way.
Edward de Bono.

5. Tools for creating new ideas
Random Idea Generator
Challenge Idea Generator
Disproving
What if?

6. Connect all dots with
4 straight lines

7. Connect all dots with
4 straight lines

8. Tools for creating new ideas
WHERE does it happen?
WHEN does it happen?
HOW does it happen?
WHO does it happen to?

9. ANALOGY
a comparison between two things, typically
on the basis of their structure and for the
purpose of explanation or clarification

10. Beehive Analogy

11. Deconstruction
WHAT DOES IT ALL MEAN?

12. REVERSE ENGINEERING
Start with an outcome and work backwards
Intimacy
Adventure

13. ULTIMATE TOOL for CREATIVES

14. FAIL HARDER
Fear is one of the great motivators
in the creative industry
Do not be afraid of failure, embrace it
Learn from mistakes and explore
"There is no such thing as failure.
There are only results.”
Tony Robbins