Creativity Squared: Why Hans Leijdekkers Strays from Routine

 

I love creative work that is smart and forward thinking. Not limited to a certain discipline. It can be architecture, fashion, product design, film etc. I admire works that are brutally honest and sincere.

As a fun-loving and progressive, person and lateral thinker, I see the world as a wonderful place that we shouldn't mess with. In what we do, we can’t disregard the environmental issues anymore and in all that we create, have that in mind. I would like to see humans live in specially created reserves and are not allowed to interfere with the rest of the planet. We proved to be not capable. It would be great to have some spots from where you can see the planet functioning very well without us. I admit this is a utopian thought but we can start by doing less damage. 

When it comes to creativity, I think you can learn to be creative but there are many factors that make it easier for some than for others. And then there is creativity that transcends mediocracy. There you also have to be gifted. Like not everybody becomes a great mathematician. The nature nurture thing I would say.

In my life, routine is something I like to avoid as much as possible. Even the routes to the studio differ from time to time. Routine doesn’t inspire me or make me run into something unexpected. Exploring is the thing. 

Touching on the theme of exploring: Johan Kramer’s work of ‘The Other Final’. It’s great. I wasn’t a part of it at all but I like everything about it. The autonomous thought, the will to create, the persistence and the outcome.

When the solution does exactly, or more than you expected – that is what I look for. Both in concept and execution. Personally, I like work that gives me new insights or aesthetics. 

 

First of all, the work has to do what it is supposed to do. But that’s not enough. In its visual language, it has to move forward. There is so much out there but sometimes I still have this moment of happy confusion when I see something. Mostly I see this in music videos and sometimes in fashion. 

Over the years, the criteria for work has changed. I loved autonomous design where the target audience was non-existent. It was more about experimental design. Now, as I said before, it has to do more. I don’t need to win an award because it looks great or is extremely funny. It has to be convincing on more levels.

There is some good work, some brilliant and then there is an overload of mediocracy. It has always been like that. Autonomous work is less present though, which I think is a shame. I do feel that things start to look the same and inspiration is mostly found on the web. But everybody's free to do what they want. I’m not leading a design police unit. If I have to point out something it’s the lack of guts that is quite apparent these days because people want to keep their jobs. 

When it comes to inspiration, I never really admire people but I can admire their work. Rick Owens has done things I really like - Subhuman, Inhuman, Superhuman - but here the list goes on and on. Bruce Neumann is another obvious example where his work absolutely blew me away.

I used to be very impulsive and autonomous, which I still appreciate about other creators. Now I am more obsessed with challenging the assumptions that hold us back from making relevant contemporary work. 

I like to discuss an assignment by starting to have a conversation. Not creating ideas yet but philosophising about the bigger context. Consequences of choices and views on the subject in general. 

During my process of creating, something that doesn’t work for me is presenting in a strict format. I like to be able to be flexible and take some impulsive side steps. I start with a blank sheet, and sometimes no sheet at all. Even the way I do research or approach the process can vary depending on the question. I like to take different routes to and from the studio because I will come across different situations. Same with my approach to work. 

Collaborative approaches are for sure something I prefer. It’s just that I don’t laugh that much when I’m on my own and it is actually much more interesting to hear other people's views on things. I make sure though that I work with people that are very open-minded and fun.

I always share my thoughts and doubts extensively. This helps me to reflect on the work I’m doing. But I also like the hard bits. When things come together it gives me a more satisfied feeling. The hardest bit is always if we, as creatives, are happy with the outcome. The client can be happy but that’s not enough. The worst feeling is that you solved the question but it feels irrelevant.

And when a piece of work is done, it’s actually very clear to me. In my head, it’s an immediate, positive response when original thoughts and execution work together and still moves me. 

 

The most important external factor is my twin brother who is an arts professor. We challenge our views and discuss almost everything that is worth discussing. He looks at my work from a different perspective and can analyze my ideas very quickly and separate the sense from the nonsense. But in general, I would say my life shaped me. 

 

I grew up in the south of the Netherlands in a relatively small village. I’m still grateful I had the chance to grow up in a smaller village even though, now, it would be hard for me to go back to live there again. Now I like to be in the city, even though we don’t have really big cities in the Netherlands. Creativity is a family thing. Couldn’t avoid it. 

My advice to clients is to make an open brief, don’t come up with a solution, and trust the process. When you work with a good agency you will get good work. Maybe it is not what you expected but it is probably better. Make sure you have a click with the people you work with. That makes it much easier from the start. Be fearless. 

Fear. In all its various shapes. Fear to do wrong, fear for a manager, fear for the client or colleague. That’s what can either make or break a project.

It’s also important for agencies to make their teams as diverse as possible, open minded and fearless. Always make sure there is a lot of room for fun. Since people are the biggest assets, they need to fit the culture within mentality first. We are very good at hiring and working together with great people.

Hans on the image above: The branding and identity we did (not at KK) for EIF is still one I like. It has so many layers and the process was great. We were able to put a lot of things upside down and still make it work better than before. EIF was courageous and open, that made it easier.