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The creative process often feels like a secret sauce. It’s hard to find insightful details of anybody’s creative process. Many hide it, fearing it may give away trade secrets. And chasing them can often feel like running in a dream.

No need to chase today. This is the story of how embarked on his creative process for an 17�Թ����� campaign we called: How far will you go?

who’s worked with international brands and agencies to help develop their voice and visual language. When we asked him to work on our campaign, the premise was simple: we’re creatives looking to engage with other creatives.

How far will you go? describes the arduous journey creatives take to seek something inspiring, compelling, and dare I say it, a little bit special.

Kelly elaborates: “That was the interesting part. Finding images or footage that tweaked interest and then sparked something in you – something that made you say, ‘maybe I could do this?’”

In most campaigns, the brief dictates the final execution. But as the brief was about showing off the possibilities of using our content, it was the content that drove the final execution. So what happens when a creative has the freedom of an entire content library?

“With this project, I had the opportunity to really immerse myself in the content,” Kelly explains. “I let the ideas form from that. It felt like a reversal of the way us creatives normally work.”

Creativity tends to thrive when you challenge the way you do things. It’s easy to fall into a routine but creativity hates routine. After all, how can new ideas form if you don’t give yourself space to think and work differently?

However, creatives are a difficult bunch to impress. So how do you connect with an audience who are well-read, highly motivated, and often harbour unrealistic standards?

Kelly enlightens me: “I didn’t want to tell the audience how great the 17�Թ����� content is, everyone can do that. But instead, I wanted to show just what a creative could do with the content.”

Ah, the classic ‘show, don’t tell’ concept. It’s something creatives use all the time in their work. Kelly wanted to use a variety of visual techniques, combining a mixture of stills and video to build a concept that supported the campaign proposition of How far will you go?

In many ways, Kelly’s work is just the beginning of the process. A taste of what’s possible. It’s now up to you to take any content you can find on 17�Թ����� and build on the prospect of creating something truly unique and original.

“An example of that is the forest image with the triangle portal that then leads you to the trippy neon triangular vortex that can become an infinite loop,” Kelly encourages. He’s really taking the campaign concept to heart here. The result is a clip that’s visually dazzling while still playing up to the campaign message in an engaging way.

“Obviously, there was so much we could’ve done,” Kelly effuses. “It became a real shame to have to stop, but then that’s where you let go and the creative community hopefully continues to take it on once they’ve immersed themselves into the 17�Թ����� world.”

Creative endeavours are deceptively unforgiving. The toil and pressure of producing something that will catch people’s attention is something every creative must endure. But then we’re expected to outdo ourselves in the next project.

That’s why this campaign was more about showing those endless possibilities rather than saying ‘this is how to do it’. Kelly reiterates: “It just had to be one of a gazillion executions that someone could create with those images or footage.”

“The hope is that this will provide a spark,” Kelly concludes. “To inspire and evolve the way creatives view, interact, and ultimately trust 17�Թ����� to truly deliver what we all want an image library to do for us – to fuel the creative fire that burns.”

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