Activate Your Creativity

Do you remember how people in creative departments used to work in the so-called good old days? And I don’t mean the drinking & smoking part from Mad Men. In former times, creativity meant something… active. Creatives engaged in drawing, cutting, gluing, and constantly moving around. They took walks around the city with a sketchbook, visited libraries, or traveled to places known for unique perspectives perfect for illustrating ideas. In short, creatives moved much more than today.

Vintage Playground

You might argue that you are very active and do go out in search of inspiration. I’m sure you do. But it's undeniably true that today we create and exchange ideas without moving from our desks. We can stay put in our chairs. While working for Miami Ad School Amsterdam, I often entered rooms full of creative, inspiring, original, and fun young people. Yet, I saw heads with earphones, fixedly staring at laptop screens, occasionally moving fingers over keyboards—the most physical action visible. Though I appreciate technological innovations and their benefits, there are traps in constantly using them and forgetting about old-fashioned ways of creating advertising.

The Traps of a Sedentary Lifestyle

Health Risks: A sedentary lifestyle is associated with a higher risk of chronic diseases, including coronary disorders and type II diabetes. Prolonged static posture or repetitive low-intensity movements can lead to musculoskeletal disorders (in the neck and shoulders) and strain injuries like writer’s cramp or lower back pains from sitting un-ergonomically.

The Importance of Playtime

Let's stay away from the gloomy afflictions and look at playtime—a crucial part of creativity. Remember the joy of sticking your feet in the mud or covering your hands in paint?

John Cleese's Theory: John Cleese introduced a theory on approaching creative tasks, requiring two modes: open and closed. Open mode is playtime, where you experiment without fear of mistakes. This phase involves exploring options, making unusual connections, and letting your imagination run wild. That's where creativity is born. Once you think you have a solution, you switch to the closed mode, focusing on implementation. During playtime, the unknown and unpredictable combination of sights, sounds, and movements helps make creative connections.

Physical Activity Boosts Creativity

According to scientists, physical activity can boost creativity. How? Aerobic exercise lasting at least 30 minutes can improve all dimensions of cognitive abilities. In simple terms, all sorts of thinking, including creative, get better when we engage in physical activity.

Studies Support This: Other studies show that physical activity is linked to lower sensitivity to stress, anger, neuroticism, and depression. This helps us deal with a growing number of briefs and "constructive" feedback from clients.

Conclusion: Balance Body and Mind

To reconnect with your creative essence and improve your creative output, periodically return to what nature provided us with: a body to move and a mind to think with, in a balanced way.