Kinda mad at myself. Was concepting for a pharma brand for social and decided to go balls to the wall with my ideas. In the back of my head, kinda of knew that they wouldn't get picked, but I've been so sick of giving ideas that I'm not really that excited about. Some of the ideas, admittedly weren't a perfect fit to the brief, but also not totally off. Like they could be molded to align better. How do you find the balance? I've been practicing to not edit myself while coming up with things.

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Embrace the tension.

Let yourself be enthusiastic about your ideas.
You're right to make editing a separate process from ideation, but when presenting, you still need to curate.

The goal is to let the enthusiasm shine through, without appearing erratic. When done well, this translates into interracial for the brand. When done poorly, it translates as a feral creative.

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Get out of pharma

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Idk what pharmacy is like, but I imagine it could be similar to telecom or finance ad because of all the regulations.

Definitely dont edit yourself. Make what you’re excited about and believe in your ideas. Yes, maybe they won’t buy in. BUT don’t let them know you anticipate it. 50/50 chance it’ll happen.

Striking a balance between what you want to make and what’s in the brief: what I’ve found is it’s all about alignment. I always comb thru ideas to see if they clearly connect back to the strategy, insight, and/or business problem. If they don’t , I find a way to make sure they do. Clients and teams buy into what they can understand, or what you can help them understand.

I also like to think of ways they might poke hole and address it early on or have notes ready with answers.

Lastly, always know what hills you’re willing to die on. A lot of the work I’ve sold, came from convincing my team and clients it was right. That content outperformed a lot of what they posted in the past. There have also been times I just backpocketed whatever they didn’t get/put forward. Right team, right client, right budget is a very real thing. Sometimes you gotta know when to hold em and when to fold em

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Did the same one time when working with a new ECD who would be responsible for potentially suggesting a promotion to ACD. When giving ideas in the group brainstorm I did have faith in some and knew as well some of them were a stretch. I also wanted to put self-consciousness and ego aside for once in service of getting to the best idea so I pushed myself. I shared those in case it would inspire something in another creative or an aspect could be expanded on and tweaked. But it ended up making the ECD believe I didn't have Senior / ACD chops which was quite disappointing to hear.

Note: At the time I was a Senior Creative, just recently went freelance to get ACD-level work

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Wait - how did it make your ECD believe you didn’t have the chops? Because you thought too big? SMH

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