{"id":1717,"date":"2023-01-20T15:29:33","date_gmt":"2023-01-20T21:29:33","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=1717"},"modified":"2024-11-20T11:13:47","modified_gmt":"2024-11-20T17:13:47","slug":"dear-baby-creatives-how-to-just-let-the-concept-go","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/dear-baby-creatives-how-to-just-let-the-concept-go\/","title":{"rendered":"Dear Baby Creatives: How to Just Let the Concept Go"},"content":{"rendered":"
\n
\"A
\u201cHe said the concept was *sniff, sob* not really what they were looking for<\/em>.\u201d<\/figcaption><\/figure>\n<\/div>\n\n\n

Dear Baby Creatives,<\/p>\n\n\n\n

We\u2019re all told early on that taking criticism gracefully is an essential skill in our industry. And we have to be able to take a beloved, inspired, objectively brilliant concept and set it aside, let it go, recognize that there are a dozen reasons that the most objectively brilliant concept ever pitched might not get selected. It\u2019s going to happen a lot in your career. Just let it go.<\/p>\n\n\n\n

But\u2026 like, how do you do that?<\/p>\n\n\n\n

Of course, not every rejected concept is going to be hard to let go. Most of the time \u2014 seriously, don\u2019t freak out about it, this is the majority of the time \u2014 when your concept is rejected, you\u2019re going to shrug and think, \u201cEh, they\u2019re stupid, but I guess it\u2019s time to get to work on something else.\u201d But when you\u2019ve poured your heart into a concept (or copy, or design, or whatever), \u201cjust letting it go\u201d is easier said than done. So here\u2019s some advice on the doing part.<\/p>\n\n\n\n

Share it with someone<\/em>.<\/h2>\n\n\n\n

A brilliant concept deserves to be admired. It\u2019s too good not to see daylight. So even if it\u2019s not going to actually be produced, find someone else to appreciate your genius. Just\u2026 someone. Show it to A Person who\u2019ll say, like, \u201cOh, my god, that\u2019s brilliant. I love the [insert best part of it] here. I can\u2019t believe they didn\u2019t go for it.\u201d <\/p>\n\n\n\n

Or it can even be bigger than that, if your agency is game. At my old agency, we periodically held a Mausoleum of Brilliant Ideas, where we got together and ate pizza and showed off all the brilliant ideas that had been shot down by the client. It was a great time, because we\u2019d all experienced the disappointment of watching a brilliant concept get shot down, and we could all appreciate a super-fun holiday campaign for a bookstore that could totally have fit a human-sized snow globe into the foyer if they truly did want to do something cool. Just as a totally hypothetical example.<\/p>\n\n\n\n

Marie Kondo that sucker.<\/h2>\n\n\n
\n
\"A
\u201cAh, yes, truly you were among the greats.\u201d<\/figcaption><\/figure>\n<\/div>\n\n\n

Well, Marie Kondo it to the extent that said method is applicable to this situation \u2014 basically, just the part where you throw stuff out. <\/p>\n\n\n\n

Unfortunately, the problem here is that whatever brilliant creativity sparked joy in you has not sparked joy in your CD or client, and that\u2019s why the concept is getting chucked as your joy-spark fizzles into darkness. But whether or not you want it to be set aside, the setting-aside process remains: Sit down with it the concept, take a minute to think about what it\u2019s meant for your life, thank it for its service, say goodbye to it (like, literally tell it “goodbye”), and put it away. <\/p>\n\n\n\n

Pin it to a bulletin board as a pleasant memory, move the files to an external hard drive, just make it a Thing That Is Done and call it done. But first, acknowledge the work and creativity you put into it, and the joy it brought you. And then\u2026 let it go.<\/p>\n\n\n\n

Talk to your creative director.<\/h2>\n\n\n\n

I know pretty much every Dear Baby Creative post includes advice to \u201ctalk to your creative director,\u201d but that\u2019s because when you\u2019re starting out, they\u2019re a fantastic resource for learning more about and finding your place in the industry. Or if your CD isn\u2019t accessible, talk to someone more senior in your department. Get more details about why your concept (copy, design, whatever) was rejected. It could be a simple \u201cYeah, the client doesn\u2019t like to take chances. Sorry about that,\u201d or a more detailed critique with specifics about why your objectively brilliant concept was, sorry, not actually all that great. It\u2019s easier to let things go when you\u2019re able to get a more objective view of, Huh, maybe that one\u2019s not actually worth getting het up about<\/em> after all<\/em>.<\/p>\n\n\n\n

And a final tip: Put a hair tie or something around your wrist and snap it every time you start to feel resentful or grudgy. You\u2019re going to have about a thousand more of these throughout your career, and if you start with the resentment now, you\u2019re just going to end up the official Office Pain in the Ass to Work With (OPAWW), and nobody wants to be the OPAWW.<\/p>\n\n\n\n

Anyway, I\u2019m sorry to hear about your concept. I\u2019m sure it was awesome. Don\u2019t forget to show it to your adoring fans before tucking it away forever. Then move on, because the brilliant concept you just put away left room for an even brillianter concept all ready to come out.<\/p>\n\n\n\n

XOXO,<\/p>\n\n\n\n

Caperton<\/p>\n\n\n\n

Former baby copywriter, now wildly successful in the industry<\/p>\n","protected":false},"excerpt":{"rendered":"

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