Pete Harvey, partner and ECD of BarrettSF, chops it up about being a great creative

It’s fairly safe to say that boredom is not a hallmark of the creative industries. That said, there are some mundane things or rote approaches to the work that could get creative people into a pattern of malaise.

Pete Harvey, partner and executive creative director at BarreffSF thinks that the things that are boring are anything but. The way to make the dull sizzle is to be genuinely interested and find a way to be more interesting — especially if something has been sold the same way a million times.

Another hallmark is passion — even for the “meh” things that cross a creatives desk. Sure, it’s easy to get excited about telling the story of something sexy, but the real genius comes when something decidedly un-sexy gets people excited.

Especially a creative.

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