“When you reach for the stars, you might not quite get one, but you won’t come up with a handful of mud either.” 
– Leo Burnett

Every designer who has been in the business for over a few years can attest to the fact that overnight projects on a tight deadline are tough. Walking that long road into a late night creative and production session can be incredibly frustrating. So, here’s what I’ve learned from a few of those experiences when being both creative and productive on an impossible deadline matters.

Going ’round and ’round, trying to get the perfect submission in on time can be achieved by focusing on a series of steps. As much as the creative process is about freedom to break the rules, it’s also one of the world’s ironies that one must pay attention to a few before knowing how to breeze past them. So, even if perfection is a myth – go for it anyway. First focus on fulfilling the requirements and then brainstorm while you’re working. Keep an open mind while organizing data and building the framework of a campaign. Whatever you do to keep your mojo flowing, do it. I need plenty of quiet and a comfy chair. Anything is possible for me if I have those two elements in place. Often, there will be a spark – an idea gathered from the evidence that can ignite creativity. Sit with the evidence gathered from focus groups, meetings and data. Go for a walk, open windows, but stay away from distractions. Focus on the data and construct your outline first, then the project or campaign plan will flow from taking these key steps. A builder would not build without plans based on a blueprint and evidence-based calculations, and neither should you.

There’s no replacing that human spark which data needs to ultimately make a connection with your audience. Even with AI integration at its best, reaching beyond the research and putting genuine humanity into your approach makes all the difference. By this, I mean reaching beyond what the data is saying and looking for what creates excitement or evokes emotion. What resonates with your focus group or users in A/B testing? Find what lies beyond and then where there’s room for more. Look for the human connection and what is genuine rather than perfection. Does the concept make you laugh or will it make you absolutely weep with sorrow? Discover where the emotional connection is; whether it stems from a memory that hearkens back to your childhood or an idea-flash from someone on your team. Finding the warmth of what makes a concept human is about reaching beyond, and finding not only what – but why. This is the sweet spot for bringing a concept to its fullest, glowing potential, and into a solid creative campaign. It is the beautiful juncture of the creative process where preparation and research come together.

The results can be stellar, even if you get a bit of mud in your eye.