Nalani Jay | June 24, 2026
10 tips to let your marketing creative genius loose
Creative campaign ideas can come from anyone, but it takes practice. Try these tips to unlock your own creative potential and build a culture where creative thinking thrives.
In our work with brands, we live for that unicorn: the creative idea that is spot on for the brief yet so perfectly unexpected, you know it’ll stop audiences in their tracks and build brand love.
The question is, how do you come up with that unicorn? It won’t be with AI, at least not entirely. Yes, AI can generate 100 concepts in literally seconds. But at best, even with amazing prompts and loads of background material, AI creative tools will likely offer you an already-done library of ideas. At worst, these tools could lead you down the wrong path, feeding you and your team hallucinations that take you further and further astray from what will resonate with your audience.
But all is not lost. You’re a human who knows what a great idea actually feels like. You just need to strengthen that creative muscle and allow space for your creativity to flourish. (And that means sometimes taking a day off from AI tools.)
Ways to strengthen your creative muscle so you can generate more creative campaign ideas
Not sure how to begin? Whether you’re developing campaign concepts, brand messaging, or immersive experiences, these 10 tips can help you boost creative thinking and generate ideas that drive impact.
1. Listen to music
We’re starting easy. According to a recent study, listening to “happy” classical music—that which elicits a positive mood—can positively impact your creativity. What generally works best for me is classical and electronic music: music that provides a certain energy but doesn’t pull my attention away from the task at hand. However, you may find different types of music work better for different projects. For example, as part of a screenwriting class I took, we were told to find a soundtrack or song that specifically connected with our work, then listen to it while writing. When we were developing scripts for videos like this one pairing a leading cybersecurity brand with Guardians of the Galaxy Vol. 3, you better believe we had that soundtrack on repeat.
2. Doodle to unlock ideas
If you’re a doodler like me, you’ll be glad to hear that recent studies have shown that doodling can help your focus and creativity. (As a bonus, quick sketches can inspire visual storytelling. It’s a great warm-up before brainstorming sessions.) It also may help you let go of the concept of a masterpiece, which isn’t helpful when conceptualizing.
3. Write, then write some more
More into words than doodles? Writing trains your mind to develop narratives. To enhance your skill, you may want to create a tiny habit like writing 50 to 100 words as soon as you pour your morning coffee. Or instead of asking a bot to come up with a list of headlines, come up with at least 10 to 20 by yourself. Alternatively, ask the bot, but then come up with a bunch that are completely different from what it served up.
4. Sink deep into your travels
When you immerse yourself, travel can open the mind to new perspectives. Adam Galinsky, a professor at Columbia Business School who studies the connection between creativity and international travel, says that foreign experiences increase your mind’s ability to make deep connections between seemingly disparate forms. Experiences abroad can also inform culturally relevant campaigns, building the kind of audience insight that makes campaigns actually land. So there’s your excuse to finally take that bucket-list vacation…
5. Check in with nature
Today, we’re constantly distracted with technology and a million to-dos, making it difficult to focus and come up with new ideas. Your brain needs a chance to recover to do its best creative work. Nature gives it that chance, as recent research from neuroscientist David Strayer shows. It allows your mind to wander, create meaning, and imagine the future. According to a study published in the British Journal of Sports Medicine, you don’t need to go on a long excursion. The study’s researchers found that walking in any green space (such as a city park) for as little as 25 minutes could give your brain a rest and boost cognitive function.
6. Get your sweat on
Exercising helps your brain’s performance. According to Justin Rhodes, associate professor of psychology at the University of Illinois at Urbana-Champaign, "When we exercise, blood pressure and blood flow increase everywhere in the body, including the brain. More blood means more energy and oxygen, which makes our brain perform better.” So if you’re finding yourself blocked, don’t turn to the AI bot. Get some exercise before returning to the challenge at hand.
7. Take breaks
It’s hard to be an Energizer Bunny the entire day and still feel creative. Sometimes the most strategic thing a marketing team can do is put down the brief and go for a quick stroll. You may also want to schedule mini brainstorming or problem-solving sessions instead of trying to do it all in one go. This gives your unconscious brain time to ponder, which is key. (Researchers agree: The incubation effect is real.)
“Sometimes the most strategic thing a marketing team can do is put down the brief and go for a quick stroll.”
“Sometimes the most strategic thing a marketing team can do is put down the brief and go for a quick stroll.”
8. Connect with creative people
You’ve probably heard the saying “steal like an artist,” meaning use someone else’s idea as a springboard for your own innovative take. For that springboard, you could read inspirational case studies about brilliant marketing campaigns or check out what competitors are doing. You should definitely do that. But sometimes you don’t want that research muddying the waters when you’re brainstorming. In that case, connect with creative people. They may be helpful to brainstorm with, to start. Cross-disciplinary collaboration—say, between strategists and designers—often leads to fresh brand ideas. However, you may simply find their perspectives or creative productivity inspiring.
9. Take a class to expand your skills
Act like a creative person, and you’ll be one. So sign up for a class that challenges you to make something. The point isn’t mastery; it’s sparking curiosity and trying something outside your usual skillset. One of my favorite classes was a children’s book illustration course, combining storytelling, drawing, typography, and layout while pushing me to think from a child’s perspective, where everything was new again.
10. Embrace solitude
The best creative ideas often need a little alone time to percolate. (Yes, without Claude.) As the authors of the book Wired to Create note, “It’s important to make time for solitude, to give yourself space to reflect, make new connections, and find meaning.” Solitude helps us clearly access our thoughts and inner worlds. When it’s not possible to be alone, try going to a space where you know absolutely no one or tune out the world with a pair of headphones. Our agency’s founder and chief creative officer blocks time on her calendar to give herself the space to develop ideas like VMware’s “Minute to Fix It” or the home entertainment campaign for Disney’s Cruella.
Start your creative practice today
Creative thinking is a skill, not a talent. Try these tips, adapt what works for you, and integrate them into your routine. Your creative muscle grows with practice—and even small steps can spark big ideas. And if you need a creative partner, connect with us. We love to help brands create their unicorn.