Creative Bastards. The Creative Mindset or How to Come Up with Everything and Not Burn Out

Why does one advertisement hit the heart, while another makes you want to unsee it? Who are the "creative bastards" and what tricks do they use to make people fall in love with brands? And most importantly, what is it like for those who have made advertising their profession?

This book will teach you how to generate amazing ideas, use paradoxes, and create so that viewers and readers forever remember your creative move: they 'snickered' if they hesitated, widely spread their 'grabby hands' and showed what it is — not unlimited, but 'limitless'.

"Creative Bastards" is written by Dmitry Nikolaev — the creative director of the largest agency BBDO, which created advertisements for MTS, Mars, VISA, Wrigley's, Metro, Mercedes, Haval, Pepsico, P&G, L'Oreal, PIK, Ozon. His book is two in one. First, it is a series of essays about the ins and outs of the profession in which Dmitry has worked for over 20 years. Secondly, it is a master class on top-notch advertising creativity. Inside — answers to questions:

— How to create ideas using paradoxes, insights, and other nuances?
— What is "wrapper engineering" and how to apply it in work?
— What do advertisements and cartoons have in common?
— Why is a benefit needed in advertising and how to use it?
— How not to burn out in a profession where you are constantly criticized?