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Our greatest challenge is upon us. Climate change realities call for adaptation and new ways of understanding the world. For brands and their agency advocates, this demands a courageous approach to crafting work that engages a range of audiences, people often polarized and politically divided. How can the vibrant creative industry play a leading role in helping humanity adapt to climate change? What climate science resources exist that aid in developing smart communication platforms? How does a creative strategist grow skills necessary for this most important assignment? Brave Work, a guide for creatives in all career stages, develops a mission statement for creative leadership in these complicated times.
Sommario
1. The New Creative.- 2. The Anthropocene.- 3. The Movement.- 4. Audience & Engagement.- 5. Communicating Complexity. 6. The Creative Process. 7. Authenticity.- 8. Developing Concept.- 9. Visual Power.- 10. Creative Leadership.- 11. Creative Courage.- 12. Wielding Courage as Part of the Creative Economy.- 13. Brave Work.
Info autore
Deborah Morrison is the Carolyn Chambers Distinguished Professor of Advertising at the University of Oregon, USA and Director of the School of Journalism and Communication’s advertising program. Her books include The Creative Process Illustrated: How Advertising’s Big Ideas are Born (2010) with Glenn Griffin and Idea Industry: How to Crack the Advertising Career Code with Brett Robbs (2009).
Morrison is a Grandmaster of The Art Directors Club in New York, named the 2015 AEJMC national distinguished teacher award winner, and served on the board of The One Club for Creativity for two terms, the first educator to do so. She's delivered talks to SXSW, HOW Design Conference, TEDx UOregon, Google, and 72U. She believes the idea industry can lead the way in this challenging era.
Riassunto
Our greatest challenge is upon us. Climate change realities call for adaptation and new ways of understanding the world. For brands and their agency advocates, this demands a courageous approach to crafting work that engages a range of audiences, people often polarized and politically divided. How can the vibrant creative industry play a leading role in helping humanity adapt to climate change? What climate science resources exist that aid in developing smart communication platforms? How does a creative strategist grow skills necessary for this most important assignment? Brave Work, a guide for creatives in all career stages, develops a mission statement for creative leadership in these complicated times.
