What’s the idea?

“The computer has played a role in destroying creativity thanks to Photoshop. Everybody thinks they’re a designer. I go in and talk at SVA [School of Visual Arts in New York City].

I sit down with a kid: ‘What are you working on?’ ‘I’m trying to do … blah blah blah, some account.’ ‘What are you designing?’ ‘I don’t know, I’m just playing around.’

‘What’s the idea?’ ‘I’m not sure.’  Then what are you looking at? Look at the mirror and talk to yourself and come up with an idea. In the last 20 or 30 years, they don’t understand that the essence of advertising is an idea that knocks you on your ass.”

George Lois, October 2008
Lois’s agency Papert Koenig Lois turned out some of the nation’s
hippest campaigns between 1960 and 1967.

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About jmgroupdesign

Genesis WordPress designer Inbound Marketer Bigcommerce designer View all posts by jmgroupdesign

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