Finding Freshness With Freelancers
Like the majority of agencies, we have adopted a “hub model” whereby we have freelancers working on projects alongside ourselves. In addition to our core roster of talent, we also work with new freelancers on a regular basis. Over the years we’ve found to be a wonderful way to cultivate fresh perspectives and explore new creative avenues. As a business that makes a living based on its creative product, having a variety of work is essential.
Working with a range of creative talent comes with both benefits and challenges. The first challenge is finding the right creative person for a specific project. Although most folks are creatively ambidextrous, it’s common to develop certain tendencies or a specific style. And, given the range of media today, many creatives gravitate towards certain programs and tools. We also hire both people early in their careers and more experienced people. Newer creatives, having grown up in a fully connected world, tend to look at communication differently — and in turn approach their creative projects with a sense of uninhibited connectivity. In contrast, experienced creative know how to get stuff done. They tend to be more thoughtful before they begin projects and methodical in their execution. We are generalizing to a large degree of course, but choosing talent from a large pool Just like every other agency, we try to work with people that deliver on a regular basis.
For LalTal (Learn a little, teach a little), we collaborated with the very talented, Sumangla Bishnoi. The creative process is a collaborative one from the start and embracing the spirit of co-creation is essential to any freelancer relationship.
Design comps often push the boundary of what is possible. ie: Can it be coded? In our experience it’s better to keep things loose in early rounds and dial it in later instead of inhibiting a great design direction.
Another benefit of working with freelancers is they don’t have a history of working with a particular client. All too often, agencies try to second guess what the client will like or not like based on their previous projects. This can be a trap that prevents the best ideas from being presented.
Another terrific thing about hiring freelancers is finding inspiration from others. As a creative person, it’s wonderful to see another person’s perspective an approach. Whether they realize it or not, freelancers influence the style of the agency to some degree.
Giving freelancers some wiggle room to create different executions in mediums that may have not been in the creative brief is a good way to foster new thinking. Some creatives relate better to one medium or another. By having the freedom to explore, freelancers can play with channels they relate to often leading to new and interesting ideas.
The next time you need a freelancer, consider working with someone different than you are accustom to. Not only is it a rewarding experience to collaborate with people that think differently, it’s inspirational.