Creative Ideas - Creativity and Tension with Luke Sullivan

Luke Sullivan, a seasoned copywriter and creative director, spoke at the AAFKC about the significance of cultural tension in sparking creativity and generating ideas for advertising. He stressed that conflict and drama are integral components of creative ideas that captivate audiences. By identifying tensions like brand rivalry, contrasting ideologies, and cultural issues, companies can bake tension into their creative strategies and set the stage for ongoing story building. Negative thoughts and anticipation pique interest, and Sullivan recommends looking towards conflict ideas for inspiration.