I like to look for successful campaigns and try to follow their design logic, proposing something new with a product that seems completely unlikely. For example: I once used the Bachoco style and combined it with Smart Fit. I put in a couple of muscular chickens and used a message that said “go for the gold”.
My creative process is basically defined by listening to music and getting into an internal conversation with myself, where I share my different ideas. I add to that inspirations from movies, shorts, etc. that I have always admired and followed, and based on that, my new ideas for my different types of content emerge.
What do you do to come up with new ideas?
Honestly, I get a lot of good ideas when I take my little dog to the park. While I watch businesses that are empty or packed, I analyze their marketing or branding. That’s when crazy ideas come to mind that could work to boost sales there, or I just get them by watching videos, listening to music, or, I don’t know, even while exercising, haha.
How can you incorporate this into a repeatable framework (both for yourself and for those you work with)?
Maybe by first researching, then gathering ideas, then analyzing each idea, then acting, and finally implementing a strategy model based on the product I want to promote or the brand.
To get new ideas, I usually go to places that give me good vibes, like concerts, the park, or a nice café, and I apply that to my projects.
I usually look for things that inspire me, like watching movies, reading books, or listening to music.
New ideas tend to come to me in situations where I’m not actively thinking about what I need to do or achieve — when I’m doing something completely different or just killing time.
I use automatic writing to generate new ideas, even if they seem crazy at first. I also look up information about keywords, use real stories of people that inspire me with an emotional charge, and even draw on ideas from dreams. When nothing comes to mind, I rest, disconnect, or just continue with my daily routine. There’s always something that reaches me and that I can somehow associate with what I had in mind. I let my subconscious speak to me without forcing it, almost intuitively, and then I shape and organize the results.
To generate new ideas, I usually listen to music that inspires me, read poetry and books, analyze films and stories, research topics that interest me, and observe what’s happening around me. Even my dreams help a lot, because sometimes I take an interesting element and turn it into an idea.
To turn this into a repeatable process, I would create a collection routine: save something that caught our attention each week — an article, a film, a conversation, an ad, a podcast, or any experience — and then look for connections between those elements. I believe good ideas can come from the most unexpected places.
Stepping out of our comfort zone sometimes means we get overwhelmed with information about our own company and fail to look beyond it. Stepping away to take a breath, listening to new ideas, exchanging thoughts, and seeing what’s trending—even if it’s outside our field—helps clear the mind and generate new ideas to improve the company’s goals.