Ours is a creative environment. In fact, our company, IDEAS, has always
been based on understanding an audience, crafting an engaging story, and
delivering that story as creatively as possible. Okay, everybody in our
business says that. And, while we’re at it, how about these?
“No idea is a bad idea.”
"Get out of the box.”
“This has to be one-of-a-kind.”
“We want innovation!”
“Just come up with a great concept, don't worry about the budget right
“Get that guy who wrote___; he’d be great!”
Sound familiar? This is the language of people who are in love with the idea of creativity but don't actually have to create for a living.
A truly creative enterprise is built on a deep understanding of some key
facts: the constraints around a project.
Before we all jump out of some mythical box, lets understand the objectives
of the work, the audiences we need to understand, the rational cost of
execution that can be expected and, most of all, what kind of amazing
“Mission Impossible” team we might need to assemble to get it done. I mean,
I LOVE Aaron Sorkin, but we probably can’t afford him. Besides, as we are
fond of saying on our team, “the Beatles didn't have a lead singer.”
As I write this, about a dozen of our team members are in Houston, Texas,
turning a creative dream into reality. We’re helping our client, The
Houston Super Bowl Host Committee, bring to life Future Flight,
the world’s first virtual-reality trip to Mars, along with more than a
dozen other hands-on space technology exhibits. Set aside for a minute that
most of this has never been done before.
About a day later, that same team will install, populate, decorate, and
ignite Houston LIVE, a completely new brand activation and
immersive-environment that will steep guests in the amazing vitality and
energy of a city that many don’t fully understand. We will tell the story
of Houston through interactive experiences, media, live performance, food
and beverage, and presentations featuring some of the world’s largest and
most well-known companies – and they have all agreed to work together
collaboratively to ensure Houston shines.
Successful creative work means you have to know your audience, understand
your client’s goals, and do a phenomenal job, on time and on budget. If you
want to do things that have never been done before, no problem – but you’d
better have a great team. Not just competent… GREAT. They have to care
about each other, they have to separate personal egos from the bigger
picture, and they have to be able to become a singular organism.
That is the simple reason this task is one I believe could only have been
accomplished by teaming with GES. You have about a day to make it work when
you first start. I’m proud to say that for our IDEAS/GES team, it took an
hour. Houston will truly benefit.