Rut Buster II

October 13, 2010

By Dave Huerta, VP/Associate Creative Director @ NYCA

When I was 9 I used to play this game with my uncle where he’d draw a squiggle on a piece of paper, then hand me the pen and ask me to finish the drawing.

“What is it?” I asked.

“It’s whatever you want it to be,” he said.

Wouldn’t it be great if we could approach more projects with that in mind?

It’s a tough challenge these days. In our attempt to give consumers more ways to connect with brands, a single print ad, for example, can end up with multiple logos, multiple urls, tag lines, QR codes…

“Hey, what’s this ad supposed to communicate again?”

Well, here’s an exercise that helps us get back to that idea of “whatever you want it to be.” Pretty amazing how many different things can be seen from one squiggle.


Rut Busters: What do you see?

September 28, 2010

By Dave Huerta, VP/Associate Creative Director @ NYCA

In every agency it’s the same story. Buildings filled with problem solvers doing their best to meet shrinking timelines, while providing their clients with their freshest thinking.

As you can guess, shrunken timelines and fresh thinking don’t get along great. Let’s just say they’re not friends. They don’t even like being in the same neighborhood. And rarely will anything good come about when they’re forced in the same room, let alone brief.

So being the super smart and evolved communicators we are, we naturally kick into high gear. Faced with no time, our brains do a quick search of all the solutions that have worked in the past and finds the one that best matches the problem in front of us. (Probably has to do with some left over fight or flight issues.)

Anyway, it’s awesome for meeting a timeline. But not awesome for creating unique and effective work that addresses a unique communication challenge. It leads to patterns and ruts where you end up with the same solutions to completely different problems.

At NYCA we don’t like ruts. They’re not good for agencies or clients, so we’re doing an internal series of rut busters in the way of visual teasers, thought provoking questions and brain contorting challenges. Just different ways to keep our minds open and seeing problems from unexpected directions so we can continue to provide our clients with unique and effective grow! work.

And it’s not just for the creative department. The Rut Busters are for every NYCAer whether you’re the President, in accounting or part of the cleaning crew.

Who knows, it just might reveal which senior account person will be our next jr. art director or writer.

Here’s the first rut buster and what NYCAers’ saw.

What do you see?