Wednesday, August 4, 2010

What is Creativity?

This was one of those days. You know the type… struggling to get through the day. In meetings from 9 AM to 5 PM straight non stop. Sometimes wondering what on earth is it that I am really doing here. I know it happens to a lot of you. Sitting through a conference call and all you hear is the voice of Charlie Brown’s teachers “whah whah whah!” People complaining for the sake of complaining; “You’ll ruin the concept.” “We cannot remove that line, it’s the only thing holding that creative idea together!” “This concept is off strategy!” “This strategy is off brand!” “We need the TV spots ready in one week!” This, ladies and gentlemen, is what the ad world has come to. Forget those days when things looked like they did on Mad Men, that show is fiction and so is that life. The glamour of advertising is gone. Creativity through advertising is not necessarily dead but it tinkers on the edge of a long abyss.

Creativity in these modern days has taken on a whole new dimension, or rather it has evolved from what it used to be. The internet gives the inspiring author a place to write and be read, the proliferation of digital cameras allows everyone to become a photographer, and anyone with a computer and a kitchen can become an aspiring chef and restaurateur. And, well, that’s where we come in. Food creation is, in my opinion, still to this day a creative dimension that transforms everyday. People love experiences, and being creative with your food and its presentation is only half of the challenge. The experience in itself needs to be just as creative. You can place a table with 4 chairs around it and call it a restaurant, but the ones that succeed are the ones that have a concept and a solid strategy to them. And to succeed you need to be creative.

Worth Kitchen has been an experiment in creativity for us. Our concept is very straightforward. Through the kitchen and the table we offer you an amazing dinner with completely different people every time in the most intimate of settings, our very own living room. This blog allows us to share the experience with everyone. We have officially set a deadline of 15 dinners to begin working on where we are taking this towards. What is the next level for us? We feel the concept we have built is very fun, and has received a lot of praise. So now, starting dinner #10 tomorrow, we have 6 more dinners to figure out our next steps… and loving every second of it!

Felipe's Rant...

1 comment:

  1. why do you need to know next steps?? can't you continue creating amazing dinners and amazing experiences?? don't mess with the concept! we advertising people know that's when everything goes to s***!
    don't change til i come experience at least one dinner. then i'd be able to compare old concept to new concept!
    keep it going guys! the people have spoken!
    big kiss & love yous!