The Drum caught up with Daniel Bonner, the chief creative officer at SapientRazorfish, to find out what he thinks it takes to be a great creative.
Having spent over 20 years in the industry, Bonner insisted the cornerstone of being a creative, regardless of what field, is to never stop asking questions to the person you are creating something for and to yourself.
“When you ask a lot of questions you find out a lot of things that might not have been considered,” He explained. “If you interrogate the source of the problem being presented with lots of questions you may actually uncover some things that the people asking hadn’t considered.”
Bonner explained the importance of asking yourself question throughout the creative process to ensure you stay on the right track to what you have been asked to make. He said: “I think the output of creativity is only as good as the input.”
Bonner previously credited The Drum for kickstarting his career by publishing his first work when he was straight out of college. He has since however gone on to win a number of accolades for his work including the most recent which saw SapientRazorfish leave Cannes Lions with seven wins.