Two creative brains are (sometimes) better than one

About 70 or 80 moons ago, I wrote a blog post – 40 freelance copywriting survival tips.

Tip number 3 says, ‘Explore ways to collaborate with other creatives. It opens up a whole new world of possibilities.’

In this age of hybrid working and self-isolation, I think this is more important than ever.

I (in my opinion), was one of the lucky ones. I had four years of art college ‘mucking about’ with other creative wannabes. Then, the first half of my career, I got to hang out and play with lots of Art Directors, Designers, Photographers, Typographers, Producers and Copywriters.

That creative world is no more. We’re all doing our own type, using stock libraries and hanging out on Zoom calls. I’m exaggerating of course, not everyone works in their own broadband-enabled bubble, but a lot of us do, a lot of the time.

Find your creative soulmates

I am eternally grateful to the creative gang that gave me a leg up throughout my crooked creative career. I’ve learned the power of sharing ideas and the magic of, “hey, this may be rubbish, but what if we…”.

One plus one sometimes makes a million. Your initial ideas plus someone else’s ‘what if’ can result in, well who knows what. But, I bet you couldn’t have come up with it on your own.

It ain’t all roses

I’ve seen creative partnerships where friendships turn into rancid comfort blankets. Where one half is doing all the work and the other is hanging on for dear life. Grudges start to grow. One is always late. The other’s always drunk. Human relationships are complicated.

A few pointers towards creative bliss

It all depends what branch of creativity you’re dangling from. But, this is my basic evaluation of the creative team thing and some very simple advice. Please feel free to take it, leave it or tell me to shove it:

• No one is 100% on, 100% of the time, so don’t guilt trip each other when the ideas aren’t flowing like they did yesterday.

• You will have disagreements, try to use them to your advantage – you like it, they don’t; well maybe there’s something even better that’s worth exploring.

• Everyone has a different style of working. Personally, at some point I will need time alone to bash out a load of ideas that may or may not be any good. I’m much happier cross-pollinating thoughts with a pile of stink as ammunition, than I am with a blank page.

• Most creative people have egos. They’re usually either grossly inflated and shouty, or as fragile as cherry blossom in a gale. Sometimes you will need to give each other a lot of space and time.

But, as painful and humbling as it can be at times, I highly recommend stretching yourself with a bit of creative head bumping. It might be the old-fashioned Copywriter/Art Director thing, where you create spec work together, it could be swapping ideas in a co-working space, or it might simply be a monthly hang out with a creative buddy over a pint and a bag of pork scratchings.

Whatever does it for you, these guidelines should help:

– Find people who you admire
– Find people who share a similar-ish set of values
– Find people who push you to be better
– Find people who help you to see other angles

– Be generous with your time
– Be supportive and constructive
– Be a friend as much as a creative collaborator
– Be open and patient with each other

– Don’t take yourselves too seriously
– Don’t force it if it isn’t happening
– Don’t be afraid to be honest with each other
– Don’t stand in their way when they want to move on

Working with other creatives should be fun. The best work is had when you’re enjoying yourself. So, if you’re spending most of the time arguing, sulking or apologising, perhaps it’s time to call it quits.

Where I’m at right now

After a yoyo ride of fulltime-freelance-fulltime-freelancing, I’ve landed in a space I’m pretty happy with. I’ve had the privilege of working in eight formal creative teams and several looser collaborative setups. I’ve been encouraged and mentored by some great people and I’m a better person for it all.

I now work 99% of the time remotely, but have a network of creative chums to bounce ideas off whenever I need to. An eclectic bunch of Designers, Art Directors, Photographers, Illustrators and other Copywriters. Some I’ve known for decades, some I’ve bumped into in the last few years. All of them brilliant in their own way.

I don’t want to do the formalised creative team thing anymore. It doesn’t work with my lifestyle. But, I’m very, very thankful I got to.

That’s me, but you’ll do it your way (and quite right too). But, I reckon whoever you are, no matter how good you are at your craft, you’ll be better off with a little help from your friends.

Love and patience.

Jonathan x

Jonathan Wilcock (that’s me) is a Senior Freelance Copywriter.
You can drop me a line here, or email jonathan@sowhatif.co.uk