Okay, it’s crunch time. You and your partner need to concept some killer ideas. So find an empty conference room, pull out the sketch/legal pads and start concepting.
Whoa there, speedy. You might not want to rush into this. Like a fine wine, good creative takes time to develop. But what can you do while you’re waiting for inspiration to strike?
20 Ways to Waste Time When You're Supposed to be Concepting
Call an AE and ask for more information.
Flip through old copies of Archive and CA. Stop every few pages and say, “why can’t we do shit like this?”
Go on a 15-minute rant. Suggested titles:
This Place is Fucking Killing Me
Account People Are Lazy
If I Ran This Agency, Things Would be Different!
I Need to Put my Book Together
Check out the latest videos on YouTube
Check out the latest episode of You Suck at Photoshop.
PS3, Xbox360, Wii
Get a coffee at Starbucks! Don’t go to the one in the lobby. Go to the one that’s six blocks away.
Steal a few beers out of the Creative Director’s private fridge.
Instant focus group. Call Libraries all over America and ask them what they think about your product.
Have a leisurely meal at a sit-down restaurant. Do not talk about the work. It’s bad for indigestion.
Acoustic guitar+trash can=ROCK BAND!!!!
Throw pencils at the ceiling.
Throw pencils at your partner.
If it’s late, pretend you’re Indiana Jones and explore the agency. Remember, the best treasure is hidden in the boss’s desk.
If it’s even later, look for computers that still have their email aps open. Read a few emails (or send some).
Go to the gym.
Call your CD and ask if you can show your stuff tomorrow EOD.