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A Short Lesson in Perspective Many years ago, when I first started to work in the advertising industry, we used to have this thing called The Overnight Test. It worked like this: My creative partner Laurence and I would spend the day covering A2 sheets torn from layout pads with ideas for whatever project we were currently engaged upon — an ad for a new gas oven, tennis racket or whatever.
Stick-men drawings crudely rendered in fat black Magic Marker.
It was a kind of brain dump I suppose. Everything that tumbled out of our heads and mouths was committed to paper. Before trotting off to Clarks Bar to blow the froth of a pint of Eighty-Bob, our last task was to pin everything up on the walls of our office.
By mid-morning coffee, the creative department was coming back to life, and we participated in the daily ritual of wandering around the airy Georgian splendour of our Edinburgh offices and critiquing each teams crumpled creations.
Creative people are on the whole fragile beings, and letting each other down gently and quietly was the unwritten rule. Sometimes just a blank look or a scratched head was enough to see a candidate quietly pulled down and consigned to the bin. That was always a good feeling.
This human powered bullshit filter was a handy and powerful tool. Inexpensive, and practically foolproof. Not much slipped through the net. The Overnight Test only works if you can afford to wait overnight. To sleep on it.
Time moved on, and during the nineties technology overran, and transformed the creative industry like it did most others. With the new digital tools at our disposal we could romp over the creative landscape at full tilt. Have an idea, execute it and deliver it in a matter of a few short hours.
Or at least a long night. At first it was a great luxury. We could cover so much more ground. Explore all the angles. And having exhausted all the available possibilities, craft a solution we could have complete faith in.
Or as the bean counters upstairs quickly realized, we could just do three times as many jobs in the same amount of time, and make them three times as much money. Then before we knew it, we were eating Pot-Noodles at our desks, and taking it in turns to go home and see our kids before they went to bed.To place and order, or to check the price.
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