It's funny....how the mind wanders from this to that.
How a giddy anticipation of the clouds parting for one to be inspired, can switch to nothing as our emotions are briefly stolen at the viewing of someone else's creativity. Like a kettle clicking off, the boiling water settles and the steam like ideas fade.

I sit to write, to create with a smile behind my lips but, 'I'll just watch this film trailer before I get started' and then there is nothing. I have been flipped emotionally into someone else's world and forgotten my own. Writing around a problem, just writing anything is a crazy explosion of creativity, as I write this I have no idea how I will end the sentence until I reach it. I suppose it's similar to mediation - the brain must relax into the process of typing freeing the rest of the brain to explode with ideas.  

I have progressed this into writing briefs for the Ducks and their design challenges. Go to a meeting, get the detail and importantly the passion from the client, and then (as soon as you can), write. Write about the people who will benefit, the way we will be judged if our design works (sales/calls/clicks/awareness), what the main points the client was keen to address and the ideas simply present themselves. Thinking creatively about a brief is crucial when putting a challenge across to a creative. So whether I'm designing, writing, producing or directing someone else the process is still the same...what a cool job.

Dave