Sebastian Underhill embraces the back to school energy of September
September - the holidays are over and it's back to work, school, nursery. It’s business as usual - but before we dive straight into it, let’s take some time to shine a spotlight on an industry fundamental: creativity.
Creativity is at the very heart of our industry - the lifeblood that drives great work forward. But maintaining and delivering it to the highest standards is one of the biggest challenges for any creative professional, department or agency.
As both a creative director and a parent, I’ve come to the conclusion that we can learn a lot about creativity from kids. Kids are naturally creative, curious and inventive. They’re problem solvers, question-askers and often, rule-breakers. Their quest for the new, interesting and engaging is as insatiable as it is unselfconscious.
Kids remind us that creativity comes from within. In its most basic sense, it’s inherent - not something that’s taught or provided to us through external means.
I’m reminded of this, not when I can play with my kids (they’re both under five) so that I can instruct, guide or teach them - but in fact when I can’t (e.g. ‘Daddy’s got to get dinner now’). Left to their own devices, they will make up crazy games or use props or toys in new, fun, surprising ways.
Kids are naturally creative, curious and inventive. They’re problem solvers, question-askers and often, rule-breakers.
Sebastian Underhill, Co-Founder and Executive Creative Director at 33Seconds
We can often enable creativity in both ourselves and others by simply getting out of their, or our own, way. By trusting the process rather than trying to micromanage it - and believing in our own very human ability to come up with the goods.
Creativity can be sparked by experimentation - access to creative tools and opportunities; or inspiration - seeing, hearing and experiencing; but ultimately, it arises from an individual's willingness just to be creative.
In our industry, with all the latest tech and AI tools at our disposal, it’s sometimes easy to lose sight of, or lose confidence in, our natural abilities. Too much choice can also sometimes distract from or overcomplicate processes which should be driven by intuition.
Some studies suggest that using tech tools in an over-reliant manner can often hinder creativity, rather than enhance it.
Likewise, if I jump in to complete a task or provide the answer to my child at the first sign of struggle, they will be slower to develop their own abilities, reasoning and problem-solving skills.
Don’t get me wrong, I believe in harnessing the power of tech to help us produce outstanding work that resonates - but I also know that this is only possible if we give our individual human creativity the space to breathe first.
Kids are masters of delighting in the process - they inhabit a space where play is learning and learning is play. The moment an artwork is completed and stuck on the fridge, it’s likely long forgotten.
I realise you might be cursing me for talking about ‘celebrating the process’ when you have deadlines and client demands to meet, as well as ROI to justify - but hear me out.
In our target-driven industry, time set aside to try something unexpected, throw ideas around, have fun and go off on a tangent can not only be helpful, but essential. When we’ve truly relished the process of creating something, the end results will reflect this.
Just recently, I worked on a project for a travel client, where my team and I produced some FPV drone films of its resorts and locations from the perspective of a mischievous bird. There were challenges and parameters but we threw ourselves into it and enjoyed the ride.
In a world that’s crying out for original content that ‘breaks the mould’, ‘stops the scroll’ and ‘connects with audiences’ an ability to not take ourselves too seriously, get out of our comfort zones and give ourselves up fully to the process can’t be underestimated.
I'm a creative director who can't draw - I’ve always considered it my Achilles’ heel.
But whenever I’m drawing with my children, that assumption is challenged. My daughter will tell me how amazing anything and everything I draw is. So I'm starting to believe her and put more effort in.
It reminds me how important a collaborative, encouraging environment is in order to bring out the best in ourselves and our team.
Kids are also great at highlighting the importance of viewing things with fresh eyes, and challenging long-held biases and assumptions that are potentially holding us back.
A shift in perspective can be critical - if I’m working on a challenging brief or project, I’ve learnt how useful it can be to take a step back. Often I’ll think of my best ideas while on a train, in the pub, chatting to friends, family or colleagues, or just listening to music.
Or I take a break and spend time with my kids - they never fail to remind me how fundamental, precious and joyful creativity can really be. The rest will flow from there.
Sebastian Underhill is Co-Founder and Executive Creative Director at 33Seconds, a specialist communications agency focused on the climate, technology and lifestyle sectors. In his current role, Seb heads up the creative team and has worked across clients including Sky, Amazon, Macmillan Cancer Support, TUI, Stellantis and many more. Prior to co-founding 33Seconds back in 2011, Seb set up the social media team at Cancer Research UK, as well as working for MySpace as part of the UK content and marketing team, running the film, comedy and not-for-profit channels. At MySpace, Seb worked with Dominic Cook (the company's then Marketing Director) and Alice Regester (former PR Director) - together they would go on to use their combined expertise to co-found 33Seconds.
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