Coronavirus. Social distancing. Lockdowns. Not enough work, too much worrying about it. Fear of going to the supermarket. This pandemic is not exactly a happy thing. I wanted to put some positive feeling into the pervasive gloom. So I sent out this brief:

What’s your high?

Being an advertising creative has its highs and lows. There are a lot of lows – some very small, some relentlessly repetitive. All very frustrating. But there are also highs beyond the drive to create – a universal high for all creatives. What’s yours? 

Micah Walker, co-founder of Bear Meets Eagle On Fire has written a wonderful response. If it wasn’t one of advertising’s overused buzzwords, I’d call it uplifting. Uplifting was the aim. Here it is:

Commissioned image for Bear Meets Eagle on Fire, courtesy of Dr Julian Gravy

WHAT’S MY HIGH?

It feels a bit strange to write about ‘highs’ at a time like this.

Then again, maybe it’s the perfect time.

Not really sure how the psychology of that works.

But here I am, typing away anyway and I’m happy to say, I still love what we do.

Not every part, that’d be disingenuous. But there are many discoveries, victories and experiences – some of them every day, some of them more rare, that help balance the whole equation and make this an interesting way to spend our days.

Here’s a list of some of those:

A blank piece of paper and a new brief.

The banter. Always the banter.

Seeing how smart brains work on different things.

The excitement when someone has a great idea.
Sharing stupid and inappropriate ideas (see banter).
Helping someone make something better.
Meetings with clients who want to like what you’re sharing.
The process of choosing the right production partner.
The partnership in production to make something better than it was.
Knowing you’ve made something smart and different.
Seeing whatever that is, come to life publicly.
Seeing it work.

Getting a call from someone saying they liked it.
And sure, the occasional recognition from the industry afterwards.

These are all little peaks in the ongoing process of doing what we do.

For me at least.

But through it all – the pressure to do something better, to not let anyone down and to make sure what you make is as good as what you said you’d make, I’d say there’s still one thing in all of this, that I’ve learned makes me happiest.

My “high” as you say.

It’s working with people who really care.

I don’t mean “culture” as that’s such an overused excuse these days.

I mean people. Individuals. Those who care more than others.

When you spend time with people like this, those who go the extra mile, sweat the detail in idiosyncratic ways and really just care harder than most – especially when no one’s watching, well, that’s a special thing.

And it reminds you (or should) that despite the group sessions and shared deck culture, personal integrity and craft still makes the difference.

And that’s a good thing.

People who care more, are the difference between decent and great.

You’ll find the creative companies that have more of these people tend to be the same places that make the work that challenges and inspires you most. The same is true of great people brand side.

That’s because people who really care, like to be around others who do too.

And there’s no model, no cultural mantra, exercise or system that consistently produces better work, than talented people who care more.

That’s my high.

Meeting and working with people who care more.

I’ve been fortunate in my career to work with more than a few, agency and client-side.

I remember all of them.

I remember what we made together.

And with the inevitable ups and downs this industry brings, one piece of advice I’d give to everyone – if you want to make great work, find these people.

Join them. Hire them. Protect and nurture them.

If you do, you’ll make some great things.

Things that will leave more of an imprint on you than the grind ever will.