In the ever-evolving world of media and entertainment, “Creativity” is often misunderstood as an abstract concept or something reserved only for the “dreamers.” However, through my 12-year journey across various roles—from production and screenwriting to strategic consulting—I firmly believe: Creativity is not just art; it is a solution.
1. The Essence of Creativity: A Driver for Improvement and Innovation
Whether in the rigid field of science or the fluid world of art, creativity ultimately operates on two core drivers that we can observe throughout human history:
To Solve Problems: This is highly practical creativity, aimed at optimizing constraints and making things more efficient and accessible. This is best evidenced by the innovations and breakthroughs in science, engineering, and technology.
To Seek New Forms: When the need for innovation is constant but technical breakthroughs haven’t yet caught up, we are forced to find new languages of expression. This aesthetic evolution is clearly seen in architecture or fashion, which experience peak periods defined by specific trends.
In media, marketing, and entertainment, creativity is driven by these same two forces. Some brands or agencies prioritize practical, effective communication solutions; others—artists and brands alike—choose to reinvent familiar concepts to create breakthrough effects.
- Example: There are advertisements, films, and music that always chase novelty, updating social trends to produce cutting-edge, market-leading content. Others choose enduring values—such as patriotism, humanity, or the profound message of family reunion during the Lunar New Year. All these campaigns deliver long-term effectiveness in communication, commerce, and brand value when the ideas are fully realized and placed within a complete, comprehensive strategy.
Creativity can start from any element deemed most valuable and groundbreaking, choosing it as the “Anchor” for the project. The key is to maintain a holistic view to perfect that core idea, ensuring it doesn’t remain just a vague thought.
2. How I Execute Creativity for a Project
When taking on a project, my first step is always to define the project and establish the “Creative Space”:
Creative Planning: For a campaign starting from zero, the creative boundaries include finding content solutions, delivery methods, and strategies for gauging and responding to public opinion.
Specific Content Creation: If a strategy is already in place, the creative space is focused on a specific content solution to ensure a breakthrough within the allowed framework.
Defining the project helps the creator understand the entire roadmap and the role of each creative component. This ensures that individual parts are not only effective on their own but also work in a synchronized, effective manner across the entire project. Defining the creative space ensures that each element takes shape clearly, preventing a situation where “great content” is misaligned with the execution strategy.
3. Starting with "Reverse" Questions
To me, creativity should not rush into execution. It must begin by clarifying the Brief through core questions:
What is the core purpose of this creative work? What message does it convey?
Who is the target audience? What should they feel after experiencing it?
What are the short-term and long-term goals of the project?
Answering these questions reveals where the breakthrough should lie, allowing me to select the Creative Anchor as the centerpiece. From there, I refine the remaining elements to highlight that anchor and accurately meet the client’s objectives.
4. Practical "Anchors": Insights from Experience
To help you visualize this, I would like to share three projects with three distinct challenges:
Nanomax S5000 (New Product Launch): I chose “Entertainment Rhythm” as the anchor. Since the product addresses the need for entertainment and required rapid reach, I implemented a “Short & Sharp” solution—breaking down USPs into multiple short TVC versions to build curiosity and retargeting, optimizing acquisition costs in a cluttered market.
HPT 30 Years (The Anchor of Grandeur): For a film screened at a major event, the focus was on solemnity and gratitude. Every element, from mood to tone, was developed to evoke collective pride and build trust with partners, customers, and government agencies, both locally and internationally.
BVACRR (The Anchor of Authenticity): Understanding the farmers’ sentiments and the humanitarian value of the product, I chose the “Product Story” format. Adopting the mindset of a scientific researcher, the film became a visual, authentic proposal, persuading through the product’s true value.
5. Conclusion
Creativity is a journey to find the optimal solution for a specific context. When we clearly understand the “Anchor” the creator is aiming for, the collaboration between Brand and Creative becomes harmonious, allowing the idea to deliver sustainable value to the brand.
Author: Huynh Thinh (Creative Director at Helius Media)
Reach more about above projects
Corporate film: 30 years corporation of HPT Vietnam
Product story: BVACRR marine protein essence
Product launching: Mobile speaker Nanomax S5000
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