Multi-Lion-winner Quiet Storm’s Founder and Creative Director Trevor Robinson’s ‘What I’ve Learnt’ film was another open and sincere account of what he had discovered on his journey through creativity. He explored how to become more aware of who you are, and how to use this knowledge to fuel your thinking. Here, he responds to your questions on finding your creative confidence and trusting your ideas.
TREVOR ROBINSON OBE
Founder and Creative Director
What’s your take on creatives being jack of all trades vs just having a “speciality”?
I can only answer for myself and I am a jack of all trades as I love directing and love the process of making commercials. Sometimes, I can be all over the shop but I enjoy what I do and hopefully people like my work too. Am I greedy? I think you need to do what you enjoy and if this falls across multiple areas then so be it, I can’t judge others.
How do you find yourself in the work you produce when you’re at the start of your creative journey?
I start by submerging myself in the brief, who the consumer is, what the demographic is and what the competition is doing - then forget it all, so as not to get burdened with it. I know it might be a cliché but you have to know the rules to break the rules.
When you know that your idea is creative but your client thinks otherwise, how do you change the perception of the client?
This depends on the perception and the client. Sometimes it can be hard to know how good an idea is at the beginning, it can be a good idea to prepare the client before-hand for a new idea, with stimulus. Show other things that are similar and don’t be scared to get a bit more creative. When doing Haribo’s 'Kids Voices', we had to do a test film for them to understand it, it’s such a subtle idea you could easily think it is cringeworthy but we believed in it, and my creative partner and office workers filmed a version and we sent it to the client – without doing this, the idea might never have happened.
How do you know your idea is good enough to believe in it?
You know it when you start kicking around ideas. When you share it and hear it back, you can start to get a strong idea of whether it will have an effect out in the world. That’s what's going to get my brother to approach me and ask me: “did you do that?”