New Year, New Craft? Part 2

The AI of the Beholder: A Senior Copywriter's New Year Blueprint

As a seasoned copywriter, my sights for the new year are set on forging innovative paths and honing my craft to move my career up a gear. In 2024, my primary goal is to spearhead groundbreaking campaigns that captivate audiences and leave an indelible mark on the industry, in line with my agency’s mission.

Like many of us, I’ve read the AI-generated writing on the wall and will aim to integrate cutting-edge technology and emerging trends into my creative arsenal. Harnessing ChatGPT and MidJourney combined with immersive storytelling techniques will allow me to craft narratives that resonate deeply with target demographics.

Moreover, fostering collaboration within cross-functional teams is pivotal. I intend to lead by example, encouraging an environment where diverse perspectives converge to breed ingenuity. Through fostering a culture of creativity and collaboration, I aspire to birth campaigns that transcend expectations and set new benchmarks. Yep, that’s right; birth.

My macro aim is to advocate for more sustainable and ethical products as well as advertising practices, as it has been for some years now. Striving for authenticity and social responsibility in every campaign will not only resonate with audiences but also contribute positively to societal progress — which, if you look at the news, isn’t going that well.

It’s going to be a big year, with any luck. By embracing change, nurturing creativity and fostering a culture of responsibility, I am poised to elevate my work to unprecedented levels, leaving an enduring mark on the advertising world in 2024. With all these new AI tools at my fingertips, there might even be time to spare for a holiday.

P.S. Which sadist instructed ChatGPT to favour Oxford commas?! How annoyingly traditional.

In terms of output, the common theme is going to be AI. I’ve been using it every day for a long time, and even built my own platform as an experiment (needsmoreboom.com). But at the end of the day, we’re humans connecting with other humans, so the real ‘craft’ in AI is about using it to complement human craft and artistry, not replace it. 

 

When it comes to input, I’ve always been an advocate for broadening your points of inspiration. Don’t read 47 advertising books that some guy on LinkedIn recommends. Bring external influences to your commercial work. Watch films, look at art, appreciate design, finish that 100 hour RPG, overhear conversations in a cafe, wander around the park, play with your kids - and be as present as possible in those moments. That’s where all the ideas lie. Not inside a machine.

 

And challenge the way you express your own creativity where possible. I’m a writer by trade, but have been painting on and off for a couple of years, and as I sink deeper and deeper into new tech, I’m enjoying balancing that with more ‘analogue’ pursuits. Technology is designed to make life comfortable, which is as much a hindrance as it is a help to the creative process.

I see craft as two-fold; 1) Ideas 2) Technical skills. My approach to both is work to stay playful and curious. Which can be hard because there’s a level of vulnerability that is required for trying new things and that is sometimes scary.

I think regular personal practice is the best way to improve technically. Just keep making things and doing so mindfully. Making and reflecting. To me that means keeping a sketchbook, but also trying to not be limited to that. Lately, I’ve been interested in oil pastel drawings and jewellery/beadcraft. In general more analogue mediums and working in formats beyond the screen. I’d love to keep experimenting with how I can bring analogue mediums back into digital too. These little fun creative side quests don’t always relate to day-to-day design but they help me to keep my practice creative and mind open. You never know how the dots will join up down the line. 

Another thing is collecting things and growing my library of references (and not just of work done by other creatives). Collecting from everyday life - ephemera collected from experiences and things I notice (e.g. photos of interesting letters on hand drawn signs, second hand books with weird typesetting). Noticing things and engaging with what’s directly around me is a great reflective practice on honing what I like, don’t like and what I’m drawn to. I think training this awareness by seeking new experiences helps me with connecting dots and making new ideas.

Generally my goal every new year is to simply improve upon the last. An easy approach that guides both personal and work life. No targets or measurements. Just being and doing better. And it’s potentially a convenient protective mechanism, guarding against any possible failure. Although, this year my goal will be a little easier to nail, after recently receiving Howatson+Company's annual Caring Fiercely Award, voted by my brilliant co-workers. A massive $10,000 to spend on an experience that will help me grow. Crazy. 

 

But the smaller, day-to-day improvements also matter. So this year, as with every year, I’ll be aiming to improve as a designer, a communicator, a leader and a friend. 

A big part of this is nurturing and maintaining a beginners mindset. For me, this means actively seeking out things I haven’t done before, provoking new ways of thinking, and exploring better ways of working. The technological revolution is rapidly reshaping how we work and finding and exploring new ideas within this new paradigm is genuinely exciting. It fuels me to be better. 

 

Another way I’m hoping to improve is by teaching my mind to catch up with what my body already knows – rest is crucial to craft my best work. Creativity is fostered by life outside of work; the re-energising power of nature, random sparks ignited by wilful laziness, or the restorative effect of laughter with my faves. This will make my year better. 

I would like to take back the most finite thing on the planet when it comes to working in advertising: time. Craft and time go hand in hand. Now I am not talking about an extra week or an extra month of screentime, I’m talking about something as small as a 10 minute walk to get a coffee, that extra half hour to walk the dog where you can run over things in your mind. These little moments of reflection can end up having a big impact on the work. So my resolution this year is to try and take back the gift of time and give every job, no matter how big or small, that extra smidge of it, so it goes from being good to great.

At one point in my career new technologies would scare me. I’d think, “Oh no, another piece of software that the younger generation will know like the back of their hand and I’ll be left in the past.” Now I don’t see it as ‘new tech that’s out of my reach’, but a new tool I can learn that gives me more ways to sell the work to our clients. From motion to AI, I’m always looking for better ways to effectively engage our clients with new ideas, experimenting with technology that takes me out of my comfort zone.

This piece of tech has been around for a long time. A classic: it’s my notebook. It's no fluke that some of my best ideas come from stepping away from the screen and just using the humble pen and paper to crack an idea. Breaking the endless cycle, and taking yourself into a new environment with a notepad is my best remedy.

AI is the most obvious trend to comment on as our industry and agency begins to use it more. As a designer, I think it's fair to feel a bit threatened by AI but I choose to look at the positives. If a tool can get an idea across the line with the client quicker by generating a visual, it gives me a headstart on the work and allows more time to craft the end result. This is a win win for me.

My first ‘craft resolution’ for 2024 is simply to become a God-tier creative. Of course, this level of craftsmanship will only be achieved if I use every conversation, movie, book, song, meditation session, dream, nightmare, date, doctor’s appointment, and bank statement as an opportunity to expand my creativity. Huzzah! My plan is foolproof!

But there’s one problem — I will never achieve this resolution. I got burnt out just writing about it. And truthfully, unless you’re into tax write-offs, I don’t know anyone who would enjoy devoting every waking moment to advertising.

Sure, we all want to be better creatives, and yes, inspiration can come from anywhere... But if my life revolved around advertising, I’d never create anything remotely inspiring. Plus, I’d be no fun at parties - another resolution I plan to curb this year.

So, to become the best craftsperson I can be, my actual resolution isn’t about what I’m going to draw inspiration from, but instead, how I’m going to go about being more inspired in the first place.

It’ll start by taking the pressure off. Focus less on constantly getting better, and just relax into being naturally inspired. Get out there. Take things in… and not feel obliged to write a cryptic insight into my note’s app to ‘maybe draw on one day’.

I’ll trust my craft enough to know if I’m living an interesting life and appreciating unique things in this world for what they are, not an ad they could be later, then I’ll be a better creative. And person. Maybe not God-tier, but better.

More visual prep during pre-production. On my last couple of jobs of 2023 I started making these fun, hybrid documents filled with moodboards, visual references, gifs, location pics, blocking notes. I’d get into the gritty details for each script beat/shot and collaborate with my DP and Production Designer to really elevate every single moment. Taking this into every project brings more certainty, clarity, and more calm especially when something inevitably goes wrong!

I want to push my playful, visual style into new territory especially with more performance driven scripts. I’m shooting a short film this year which will be my first foray into full blown narrative and the perfect opportunity to play with my actors and balance my love of art direction and humour with more measured storytelling. A peacock plays a large part in the script too, so I’m sure there’ll be a lot of experimenting during those scenes…

I want to actively search for references and inspiration outside of the film world. Looking to art, photography, architecture, honestly anything visual that can set me off in some new directions. Just getting out of the film bubble and out into the big beautiful world!

Shooting on film is my favourite way to make films with all that gorgeous nostalgic grainy texture. I love how intentional you have to be and the way it captures light is like nothing else. I’ve been lucky enough to do one commercial on 16mm here so I’m manifesting some more of that this year!

The ‘static frame holding on the slice of life moments’ has been a big trend I’ve noticed. It’s actually quite amazing to see brands take this beautiful, observational approach to their campaigns and I love the unexpected framing and honest human interactions they capture. I’m sure it will be overused soon but it’s been a lovely little trend to watch as a filmmaker.

I would like to incorporate more analogue recordings into my creative process. Foley is something I’ve always had a passion for, and utilising it more often would bring an organic edge to the work I do at Mighty Sound.

I’ve always wanted to purchase some old-school synthesisers, specifically the Korg M1. It was such a paramount feature in so many of the classic 90s dance tracks I love. I honestly would love to recreate some of those older works from Frankie Knuckles and Kerri Chandler, just to get a relevant understanding of their creative process, specifically with the limitations of the Technology of their time.

Immediately what comes to mind is; Listen to more music and watch more movies. The insight an individual gets from simply experiencing the work of others has no price tag. 

I can’t help but reiterate my passion for old school synthesisers of the 90’s.They have an endless level of potential for application in sound design work whether it be for a radio ad, a television show or a film.

The further digitalisation of physical hardware within the industry is something that delights me. At the rate that this transition is going, It wouldn't be unheard of for an individual to continue their editing, or sound design work, on the go.