There's a method to it.
Je poëtischer, je wahrer.
- Friedrich von Schlegel
It's German and it's true. ‘The more poetic, the more true’; when I start the creative process, poetry and dramaturgy play a significant role in finding original ideas, judging and developing them.
Poetic? Bas, that sounds silly.
I can imagine it does. But it’s not all that strange if you understand poetry as the most condensed form of capturing an idea, feeling or message in words. If I can say it with poetics, I can say it in any form. Working with poetics means finding strong and original images, icons and stories to help you prove your point. I start my concept design by putting the poetics to work. Whether I am writing a script for a documentary, developing a recruitment game or building the creative strategy for a two year campaign.
Although hard to grab and explain, I certainly work with a method during the four phases of concept development (briefing, creation, writing and selling).
Oh, if you want me to spice up your creative team, give a workshop on creativity - never hesitate!