The pandemic changed the way commercial creativity works. Suddenly, everyone was working remotely, dialling in via Teams or Zoom, and doing several things at the same time. More machine than creative craft.
That process had in the past involved a lot of non verbal communication. Meetings via computer chips didn’t.
And if you thought the pandemic was a smack down for creativity, the resulting hybrid working has its own set of unique issues for creative teams.
Scott Huebscher, executive creative director, VCCP: “For me, the pandemic started off as a blow to my personal creativity because like all of us -- it meant staying home and not getting out in the world. Not being exposed to fresh stimuli, not meeting with friends, not walking through the city, not being able to go and sit at a
