Creative freedom comes from limitations

“We give you all the creative freedom.” If this is the client’s briefing, it sounds tempting at first. The client seems to have blind faith in us. After all, we can do and try whatever we want. We have the license to play. But actually, it means that sooner or later, we will inevitably lose control.

A game in which we can do whatever we want, without a clear goal, is not a game. We need guardrails. Basic rules that limit what we do and think. Only then can we focus our thoughts, dig deep, immerse ourselves in the task at hand and become truly creative. Too much freedom can be intimidating, superficial, and counterproductive.

A tight briefing is like a lighthouse on the open sea at night. How we get there is up to us, but the destination is always there for all to see.

So let’s accept the client’s constraints and rules to reach his goal. They are what ignite creativity.

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