Strands of Genius: Do Constraints Promote Creativity, Bringing Out The Quality In Qualitative Research, Meaningful Connections

Guest curated by Goonj Sardana, Client planning executive @ Havas Media Network

Aug 15, 2024

:: A BIT MORE ABOUT GUEST CURATOR, GOONJ SARDANA ::

LOCATION: London, UK

Hi, I am Goonj- currently on a mission to carve out my niche in London's advertising landscape. My professional journey has been quite the eclectic ride, spanning roles from graphic design and set design to post-production in movies and account planning in a creative agency. Currently, I'm immersing myself in the world of media at Havas London, eager to explore new avenues of creativity and innovation. The one thing I hold to my credit is my curious nature. I love researching new concepts, asking a lot of questions and making sense of the world around me.

I am from India- where advertisements serve as powerful reflections of society, shaping cultural narratives and leaving an indelible mark on our collective consciousness. Infact, most of our childhood pop culture references come from famous ad jingles and taglines.

This profound connection with advertising sparked my fervent desire to unravel the intricacies of ad creation, leading me to pursue an MA in Advertising at the University of Arts, London. This is where I met Faris as he came in to set out themes for our final projects last year. Given my curious nature, I also extensively read his work and it’s safe to say - I was inspired.

As an avid reader of the Strands newsletter, I've often found myself drawn to its wealth of insights and resources, eagerly devouring its content in search of inspiration. Now, to have the opportunity to share my own thoughts and perspectives with the community is a true honour.

Editor’s Note (Genius Steals): We love featuring students and recent graduates, especially those from Paul Caplan’s program at the London College of Communication! Thank you Goonj so much for being here! We can’t wait to see what the future holds.

:: THE LINKS ::

DO CONSTRAINTS PROMOTE CREATIVITY?

I am a master procrastinator. I took up graphic design in my undergrad and was certain that I could never be a good designer. Why? Because my university operated on a seemingly simple model—handing us one brief and granting us 4-6 months to complete it. Sounds like a dream, right? For me, it was more like a nightmare. While my peers effortlessly churned out first drafts within two months and spent the remainder of the time refining their work, I found myself struggling to even put pen to paper until the deadline loomed just two weeks away. Days would pass as I let my thoughts and ideas simmer, only to finally reach a conclusion in the eleventh hour.

It wasn't until my final year that I stumbled upon a revelation: I thrived under pressure. I was assigned an extra module with a tight three-week timeframe and a daunting brief to answer. And to my surprise, it was the only time I earned an A+ on a project.

Ever since, I have embraced the strategy of setting constraints in several aspects of my life-to eat healthier, to improve my sleep, to be a better reader and the list goes on. Trust me-it works. In this article, James Clear explains how constraints in small aspects of life can help strengthen your skills. (James Clear)

BRINGING OUT THE QUALITY IN QUALITATIVE RESEARCH

This time last year, I found myself knee-deep in my master’s dissertation, feeling a bit lost on where to focus my efforts. Sure, I had some amazing mentors to bounce ideas off of, but I was determined to tackle a topic that was both timely and impactful but also meaningful to me. With the media buzzing about the skyrocketing cost of living, and experiencing the expensive London life firsthand, it seemed like the perfect storm to dive into. So, I made up my mind: I would set out to answer the question, 'How can a brand build pricing power by communicating value in a post-pandemic cost-of-living crisis?' But let me tell you, delving into this topic was no walk in the park. I combed through more literature than I care to admit, grilled folks in interviews, and sifted through survey after survey. But despite my efforts, I hit a roadblock. My research felt surface-level, lacking in real insights.

But then, cue my lecturer, swooping in with the ultimate lifesaver—the work of 'Meet the 85%'. These guys? Absolute game-changers. As I delved into their recent study, it was like a breath of fresh air. I learned firsthand how research could be conducted on a topic that revolves around lived experiences. It showed me the power of getting down and dirty with your research, really immersing yourself in people's lives. So, there you have it. Thanks to some serious inspiration from 'Meet the 85%', I've gained a whole new perspective on qualitative research—and I'd love for you to check out some of their work too. (Meet The 85)

MEANINGFUL CONNECTIONS

Now for some great work being produced by brands. The other day, I stumbled upon this mural ad by e.l.f cosmetics in the heart of East London and it made me pause, observe, and appreciate ads all over again. In an era where the ad market is saturated with digital noise and brands vie for just 5 seconds of attention online, a hand-painted wall is sure to command some serious eyeballs. Murals are becoming increasingly popular in the luxury segment, with iconic examples like the Gucci wall in Soho, New York, followed by Hermés, Burberry, and others. While luxury brands choose murals to represent their individuality and unique offering, a drugstore brand like e.l.f can gain significant community engagement through this medium. The whole process of painting a mural is fun and a form of self-expression that brings out e.l.f’s core personality of being an energetic, vibrant and playful makeup brand. They also made use of AR and featured rap-artist Meduulla (who also created the ‘express your e.l.f.’ campaign track) for that immersive subculture connection. (YouTube)

Looking for more from Goonj? Coming Friday, look for an interview from her in your inbox!

:: AND NOW… SOME FAST FAVORITES ::

:: Game :: Pictionary

:: City :: Barcelona

:: Book :: Narcissus and Goldmund by Hesse

:: Podcast :: Sam Harris

:: Song :: Within You Without You by the Beatles

:: BIG PICTURE ::

I am just gonna leave this here for anyone having a bad day. Take a step back to see the bigger picture - it helps to not take life and things so seriously!

I am always on a look out for new ideas, conversations, opportunities or even cool recommendations.

Drop me a line at goonjsardana@gmail.com to connect :)

As the topic is still pretty relevant, check out my research on How can a brand build pricing power by communicating value in a post-pandemic cost of living crisis?

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It's called Genius Steals because we believe ideas are new combinations and that nothing can come from nothing. But copying is lazy. We believe the best way to innovate is to look at the best of that which came before and combine those elements into new solutions.

Co-Founders Faris & Rosie are award-winning strategists and creative directors, writers, consultants and public speakers who have been living on the road/runway since March 2013, working with companies all over the world. Our Director of Operations is nomadic like us, our accounting team is based out of Washington, our company is registered in Tennessee, and our collaborators are all over the world. Being nomadic allows us to go wherever clients need us to be, and to be inspired by the world in between.

Hit reply and let’s talk about how we might be able to work together :)

Strands of Genius