Creativity Squared: Why Bradley Finlay Is All About 'Aha' Moments

Bradley Finlay is creative director at brand and digital agency 7DOTS, specialising in crafting captivating digital experiences. 7DOTS’ client list includes Coca-Cola, Aston Martin, ITV, and Bupa. With 22 years experience, Bradley is a strategic thinking creative, with proven global successes in digital brand design and experience across global markets. Over his career he has worked for global brands including Skype, Microsoft and VEON, and achieved agency accolades at BBDO, McCann and now 7DOTS.

Person: What kind of creative person are you?

I’m probably a slightly abnormal creative (so probably normal?). My brain connects seemingly unrelated things. Metaphors help simplify complex problems into the singular and succinct (isn't that how we all do it?)

In my view creativity is both innate and learned. Some are born with a creative disposition, while the ability to find creative solutions can be trained, like a muscle. The curiosity though, and problem-solving drive is inherent in most creative people.

I exercise my mind with pursuits outside of my job - low key obsessed with cooking, woodworking, sailing and piano. These newer interests are a parallel source of inspiration to being creative at work...

Take carpentry, for example – it’s astonishing how it mirrors digital design. The lateral thinking, problem-solving, and the sheer joy of crafting something with your hands – it's a digital designer’s playground in a physical form.

Product: Judging the creativity of a piece of work

When it comes to evaluating creative work, for me, it's all about that 'aha' moment –when something unexpected leaps out. Think BBH’s 'Becoming More Christmas' Tesco spot - quirky, a tad bizarre, but absolutely brilliant.

While the creative output has obviously evolved, at its core, it's still about coming up with ingenious ways to represent ideas. The tools may have changed, and we now have more factors to play with in the digital realm, but that spark of joy and the ability to bring ideas to life remains a constant measure.

Reflecting on my proudest creative work, my time at Skype stands out. It wasn't just about telling stories; it was about understanding unique user experiences and letting those insights inform the product's evolution and the stories that came out of it. However, truthfully I feel I’m doing the best work of my career now at 7DOTS, building captivating digital experiences.

Modern design tools can be helpful, but much like the advent of power tools in the hands of a joiner, they are simply instruments to help us explore and approach new ways of working. So when it comes to AI, the new dimension it adds is exciting but like any tool, in the wrong hands the results aren’t necessarily good by default. It's essential to see beyond lazy iterations and explore how AI can truly enhance thinking and the creative approach.

Process: How I like to make creative work

The creative process is a bit of a mystery every time. But that's the nature of it – it's not always linear. There's intentional, formulaic work, but there's also the importance of letting ideas simmer in the background, allowing them to surface when you least expect it. Ultimately you want to propose the right measure of positive friction (how boring would a truly frictionless life be?) to result in feeling seen, understood and like you’ve benefited in some way - time saved, senses tingling,

In terms of tools, I use ChatGPT for brainstorming and initial SWOT jobs – it's quick and efficient. For design insights, platforms like Awwwards, Visual Journal, SiteInspiration, Visuelle, ReBrand Gallery and Godly are my go-to at the moment. I try to keep on top of TheDrum, LBB, Campaign etc… It's essential to keep filling the brainbox with new stuff to chew over.

In terms of how I work, different stages of a project demand different approaches, balancing collaboration and solitude when each demands. Having a sounding board or two and even someone out of sector (friends & family) helps to get a truthful reaction .And, of course, there's the down time – tinkering around on the piano or just letting the mind wander.

When is a piece of work done? Deadlines often dictate that one, but when it sparks that‘a-ha!’ smile in the mind. It’s got to stand up to the scrutiny of colleagues and trusted peers of course, but if it doesn't dovetail beautifully with strategy (and therefore resonate with the audience) it’s a fail, no matter how pretty it looks.

Press: The external factors that shape me

The stand out ingredients that have shaped my creative journey include my early days as a DJ (my dads 70s vinyl collection and early 90's rave flyers) and a deep appreciation for artistic craftsmanship. The intricacies of typography, magazine layouts, and the composition of film all play a role in my appreciation of the work.

My advice to clients is simple: involve creative teams at the earliest stage possible. We thrive when scoping the problems rather than just being handed a path to delivery. It's a collaborative journey, and the best results come when creative scrutiny is integrated from the very beginning. While unexpected ideas pop up at every stage of the journey, those that come early on have the greatest opportunity to make a difference.