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What creative bravery really means for brands

Learn how to make bold creative moves with your clients in this Masterclass excerpt

Creatives are told to ‘be brave’ so often it’s almost a ​​cliché, but within the cliché is a truth – brave campaigns are the ones that stand out and are remembered. Arif Haq, Founder and Chief Experience Designer at Ten Percent Chaos, talks through how the best brands seek to both re-write the rules and repeat what they’ve done before to create brave campaigns that still maintain a consistent brand idea over decades.

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. Explore D&AD Masterclasses here.

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