How do you approach a blank sheet of paper?
The Blank Sheet Project is a partnership initiative from Arjowiggins Creative Papers and D&AD and aims to be a platform for inspirational creative excellence. In partnership with leading global organisations they have been asking recognised leaders in their fields to share their process for approaching a blank sheet of paper.
“Creativity is at the very heart of The Blank Sheet Project,” says the project’s website.
“It challenges us to address both innovation and sustainability and to provide creative solutions. More importantly, it poses the universal question: ‘How will we leave our mark?”
The project’s YouTube channel hosts “1 Minute to Leave your Mark”. Each week, new one minute videos explore the theme of creative excellence and delve into creative processes, creative activism and sustainability. Starting with Ji Lee, Creative Strategist of Facebook, the creatives to share their views have included fashion designers Jean-Pierre Braganza, illustrator and animator Mr Bingo, producer Lord David Puttnam.
In one video, copywriter Tony Brignull shares his copywriting wisdom: "Treat adjectives and adverbs as if they cost £500 each, but verbs are free. And you have for them in advance before you use them. So make sure you don’t use adjectives and adverbs unless absolutely necessary. And commas cost £50."
Illustrator Mr Bingo shares leaves his mark on the ‘creative process’ by using fun, illustrated visuals.
The videos aim to builds on the testimonies of international creative legends Neville Brody (who was also recently interviewed by Michael Weinzettl for Volume 5/2012 of Lürzer’s Archive), Sir John Hegarty, Renzo Rosso and Rutger Hauer.
The four were declared ambassadors for The Blank Sheet Project and have discussed their inspirations and challenges. In John Hegarty’s thought provoking interview he shares his perspective on the advertising industry and inspiration behind his most famous creations. You can view interviews from the other three “Creative Heroes” on The Blank Sheet Project’s website.
Video: 1 Minute to Leave your Mark "Tony Brignull on finding inspiration as a copywriter" by Arjo Wiggins.
Video: 1 Minute to Leave your Mark "Ji Lee on making ideas happen" by Arjo Wiggins.