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Meta’s Creative Director tells us how to have good ideas like Dalí and Einstein

A D&AD Masterclass trainer shares her methods for coming up with solutions to creative problems

What techniques did some of the world’s greatest creative minds like Salvador Dalí and Albert Einstein use to get good ideas? Meta’s Creative Director Julie Seal, who has also previously been a Creative Director at agencies Mother, Sunshine and R/GA, explains the methods they used, and tells us a few of her own.

Seal says: “My creative partner and I used to challenge each other while concepting. So, (for example), if one of us went to the loo, we had to have a good idea while we were in there. Sometimes, we would sit in a place that was most relevant to the target market like an airport or a supermarket cafe, just to watch the people that we were coming up with those ideas for…we’d sometimes go and talk to them.”

This is an exclusive excerpt from D&AD’s online Art & Science of Ideas Masterclass course, that breaks down the process of ideation into five main steps to learn how great ideas happen. More information and sign-ups here. You can also explore more online courses here, as well as upcoming in-person and online teaching here.

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