Oishii Creative – Dare To Insprire http://www.oishiicreative.com At Oishii Creative we strive to inspire every day. We believe inspiration stirs wonder, curiosity and excitement, and pushes us to see the world in a new way. Thu, 30 Jun 2016 19:11:17 +0000 en-US hourly 1 What’s Next? We Look to the Future for PromaxBDA http://www.oishiicreative.com/whats-next-look-future-promaxbda/ http://www.oishiicreative.com/whats-next-look-future-promaxbda/#respond Fri, 24 Jun 2016 08:45:32 +0000 http://www.oishiicreative.com/?p=4297 We were thrilled to once again partner with our longtime friends at PromaxBDA to develop a branding package for The Conference 2016, the international organization’s annual event for those of us working in media, marketing and design for the entertainment industry. Having previously created the Conference and Awards opens and branding for PromaxBDA in 2014,

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Promax_Conf_Final PROMAX LOGOS _6_09_16.00_00_46_22.Still013Promax_Conf_Final PROMAX LOGOS _6_09_16.00_01_45_17.Still011

We were thrilled to once again partner with our longtime friends at PromaxBDA to develop a branding package for The Conference 2016, the international organization’s annual event for those of us working in media, marketing and design for the entertainment industry. Having

Promax_Conf_Final PROMAX LOGOS _6_09_16.00_00_28_19.Still012 previously created the Conference and Awards opens and branding for PromaxBDA in 2014, it was especially exciting for us to have the opportunity to work on their 60th anniversary!

Promax_Conf_Final PROMAX LOGOS _6_09_16.00_01_46_15.Still010

This year, we were tasked with exploring how our industry constantly reinvents itself, with new forms of content and distribution

Promax_Conf_Final PROMAX LOGOS _6_09_16.00_02_02_04.Still009changing the media landscape. As veterans of this industry, it’s something we deal with everyday.

Drawing heavily from PromaxBDA’s Promax_Awards_Ceremony_Final.00_01_06_08.Still024 tagline, “Create What’s Next,” we wanted to create a symbolic journey through the different stages of creativity. So, in our fully-CG opener, we embraced the new modes of Promax_Awards_Ceremony_Final.00_00_42_04.Still011 communication and technology, such as social media and virtual reality, while giving a nod to the old plastic arts as seen in architectural and sculptural forms.

Promax_Awards_Ceremony_Final.00_00_28_06.Still007 Promax_Awards_Ceremony_Final.00_00_10_24.Still003And while there’s a lot of uncertainty in our industry, we wanted our piece to celebrate the optimism of the future. We realized that, ultimately, our success in “what’s next” will be dependent on our ability to find new ways to communicate and connect with others.

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Your busy, chatty brain needs some quiet http://www.oishiicreative.com/embracing-change-mindfulness-can-improve-business-brain/ http://www.oishiicreative.com/embracing-change-mindfulness-can-improve-business-brain/#respond Fri, 17 Jun 2016 08:43:29 +0000 http://www.oishiicreative.com/?p=4294 One of the fundamental principles of Buddhism is that the world is constantly in flux, and therefore, each of us is in flux, experiencing constant change. According to Buddhism, by not embracing change and trying to hold on to life around you too tightly, be it the negative or the positive, we bind ourselves to

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One of the fundamental principles of Buddhism is that the world is constantly in flux, and therefore, each of us is in flux, experiencing constant change. According to Buddhism, by not embracing change and trying to hold on to life around you too tightly, be it the negative or the positive, we bind ourselves to suffering. To accept change is to accept ourselves and those around us as constantly changing creatures, who are not bound to our past failures or successes.

While initially frightening, whether or not you follow Buddhist teachings, once you embrace the idea that nothing is permanent, it can be very freeing. You aren’t who you were yesterday when you lost that pitch or even who you were this morning when you felt the stress of a budget meeting. You are only who you are in this moment, and that allows you to let go of your expectations, fears and doubts about yourself and take on new challenges, views and states of mind.

And it’s in that new mindstate that’s the key to embracing change. By adopting mindfulness — the practice of watching one’s breath and noticing thoughts and sensations — during your work hours, it can help you reflect upon the evolution of self, embrace it and even thrive from it. But don’t take our word for it. Companies, and even business schools, have embraced the adaptation of mindfulness for success: Google’s created a course on it, while eBay and Twitter both offer meditation areas for its employees.

And especially creatives can benefit from mindfulness. Creative work requires a quiet mind, your brain’s neurons quietly humming on autopilot. Tapping into quiet shuts down the chatty parts of your brain, the areas that plan, plot and worry. Whether it’s a walk around the office or an early morning sit down in your living room before anyone gets up, quiet and stillness makes room for ideas, connections and creativity.

So, how can we incorporate mindfulness into our already busy schedules? The good news is only a few minutes a day can make an enormous difference. When you’re feeling stressed, whether it’s because of long commutes to and from work, conflict with a coworker or just generally feeling overwhelmed, take a deep breath, relax your body and let go of your thoughts. It sounds deceptively simple, but studies have shown that mindfulness makes us happier, less stressed, more empathetic and more cognitively mobile, increasing memory and helping us think more clearly. And, with 47% of us admitting to spending our waking hours thinking about something other than what we’re doing, a little mindfulness can go a long way.

Of course, if you need a little more help, there’s an app for that.

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Want a Strong Company Culture? Define It http://www.oishiicreative.com/want-a-strong-company-culture-define-it/ http://www.oishiicreative.com/want-a-strong-company-culture-define-it/#respond Fri, 27 May 2016 09:08:57 +0000 http://www.oishiicreative.com/?p=4262 A company culture is typically defined as an organizational set of shared ideas, values, beliefs and behaviors within an organization. A work culture influences people in both big and small ways — everything from clothing choices to meeting styles to the systems for getting work done. While this definition seems fairly straightforward, it’s recently taken

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A company culture is typically defined as an organizational set of shared ideas, values, beliefs and behaviors within an organization. A work culture influences people in both big and small ways — everything from clothing choices to meeting styles to the systems for getting work done.

While this definition seems fairly straightforward, it’s recently taken on more complex understandings and practicalities in work spaces. Now, offices must consider all aspects of human thinking and creative needs, designing and building out spaces and offering benefits best suited for churning out innovative ideas and behaviors.

This new perception of work culture now factors into how we see a company’s success (no matter how much money you’re making your investors, if you’re employees are miserable, it’s just bad business) and its outside appeal. Some companies like Zappos, Google and REI draw new recruits in just based off of their famed cultures. And studies have shown that flexible work cultures and ones that value further development of their employees’ talents are especially appealing to Millennials. But while we’re all familiar with free lunches, in-office yoga and “unlimited” vacation time, what’s really at the base of a company culture that will make it strong?

Turns out, for a company culture to have the most chance of success, it doesn’t really matter what perks you’re offering. What really determines whether a culture will thrive is how well it’s defined. If everyone feels they’re operating under different, or even competing goals, it can cause conflict and distort expectations. In fact, having a strong company culture is so important, that according to Fast Company, even having a negative company culture can be better than having no company culture at all; at the very least, it provides employees with a structure, and set of values and expectations from which to operate. We’re certainly not advocating for a toxic work culture for anyone, but the fact is, even knowing what you’re working against can help you make something better.

And while there is proof that positive work cultures make people more productive, what employees really want is a sense of consistency and the ability to be part of a work community, where they can contribute to ideas and solutions. In fact, a little push can be just what a business needs. A little candor on everyone’s part, and even some healthy conflict, can start a conversation, get people actively thinking, talking and ruminating on ideas.

So, if your culture isn’t clearly defined, maybe it’s time to sit down and recap your essential principles and define it. Or better yet, invite your team to contribute. By including their input, you may be taking the first step to fostering the strong, community-oriented culture that draws people in and keeps them engaged.

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Don’t Fear Conflict. Work Through It! http://www.oishiicreative.com/dont-fear-conflict-work-through-it/ http://www.oishiicreative.com/dont-fear-conflict-work-through-it/#respond Fri, 06 May 2016 08:48:30 +0000 http://www.oishiicreative.com/?p=4258 Your workday was going fine. The pitch went well, you just delivered your latest project (and on time!), and then suddenly, a coworker wants to “have a word” about a grievance. Suddenly, your day has been upended, and with just a few words, your heart is racing and your stomach is turning. You’ve just been

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Your workday was going fine. The pitch went well, you just delivered your latest project (and on time!), and then suddenly, a coworker wants to “have a word” about a grievance. Suddenly, your day has been upended, and with just a few words, your heart is racing and your stomach is turning. You’ve just been faced with conflict in the workplace.

Negatively processing and reacting to conflict is bad for us. Aside from the immediate “fight or flight” response your body experiences, ongoing conflict elicits large amounts of stress in our bodies and can have a lasting impact on our memory, mood and even lifespans. Studies have shown the toll of the stress from conflict on our bodies can even lead to increased work-related injuries.

So, what can we do to minimize the negative impacts of workplace conflict on ourselves and those we’re interacting with? According to the Harvard Business Review, choosing your words carefully is the best start. When emotions are high, we often don’t take time to carefully consider what we’re saying to the other person, or how we’re coming across, which can further escalate the situation. Another issue is that in our rush to get our point across and convince the other party why we’re in the right, we fail to actively listen to them, thereby shutting ourselves off from a potential resolution and further aggravating the situation. Here are six more do’s and don’ts for dealing with workplace conflict.

Don’t rush. Take a breath. Take a walk. Take your time to respond to that email. Even if you have to excuse yourself for a few minutes, do not push yourself into a response before you’re fully calm. When things are tense, the wrong response could make them worse.

Do listen without interrupting. This could be difficult, especially when you feel you’re the wronged party, but it’s imperative to moving forward that both sides feel they’ve had a proper chance to express themselves.

Don’t focus on a winner. It’s a win-or-lose mentality that gets people into conflict in the first place. By letting go of the need to be the victor, and instead focusing on a resolution, you can shift the focus to healing the matter together.

Do accept responsibility. Also in Harvard Business Review, leadership author and Harvard Business professor Linda Hill, advises not to act like there’s only one point of view. “You need to own your perception. Start sentences with ‘I’ not ‘you,’” she explains.

Don’t fear conflict. It’s inevitable in any workplace, or in life. And if you’re in a leadership position, it’s just part of your job. By ignoring the situation, you’ll only make it worse. So, take a deep breath, relax your muscles and try to focus on a solution.

No one says it’ll be fun or easy, but properly dealing with conflict is mental strength training for all of us.

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The Science of Sleep http://www.oishiicreative.com/the-science-of-sleep/ http://www.oishiicreative.com/the-science-of-sleep/#respond Thu, 28 Apr 2016 09:01:14 +0000 http://www.oishiicreative.com/?p=4255 Are you yawning as you settle down to read this? Or perhaps you’ve just refilled your coffee cup for the third time in an effort to “stay focused.” We are loathe to admit it in a work environment that prizes being “on” at all hours, but, as a whole, we are not getting enough rest.

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Are you yawning as you settle down to read this? Or perhaps you’ve just refilled your coffee cup for the third time in an effort to “stay focused.” We are loathe to admit it in a work environment that prizes being “on” at all hours, but, as a whole, we are not getting enough rest. Recent studies have confirmed that Americans do not get enough sleep, with more than a third of adults getting less than seven hours a night, which may be just as bad at not sleeping at all. So, we may very literally be working ourselves to death.

Even Arianna Huffington, the queen of productivity, has gotten onboard. Her latest book, “The Sleep Revolution,” touts the benefits of getting more shut eye in order to be more creative, productive, and even happier. In her 2010 TED Talk, where she advised attendees to “sleep their way to the top,” Huffington tackled the culture of “sleep deprivation one-upmanship” that has led people to brag about how little rest they’re getting and how much they’re doing.

We’ve adopted a culture where we struggle to recognize or justify our own value unless we’re in a constant state of being in-demand. When we’re too busy, have too many conflicting deadlines and back-to-back meetings, it’s easy to trick ourselves into believing that just compromising on a few hours of sleep is the best answer. But ongoing sleep deprivation, even losing just a few hours a night, can lead to health risks, lowered creativity, trouble concentrating or even an inability to function through the workday. And, according to the National Sleep Foundation, sleep is something that can’t be caught up on later.  

What can we do? Powering down all electronics, at least one hour before bed may be our biggest goal. By signaling to your brain that it’s time to relax, it can start the necessary process to prepare for sleep. Having a nightly ritual, like meditation, reading or putting on some extra comfy pajamas, can help ease your mind to make the transition from the busy workday to the world of Morpheus.

So, next time you’re getting lost in your work at 2 am and feeling that charge that comes from knowing your ideas are flowing and you’re bringing value to the table, just remember how much you’ll suffer for missing those extra zzz’s tomorrow. Or as Huffington says, “I urge you to shut your eyes and discover the great ideas that lie inside us, to shut your engines and discover the power of sleep.”

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Girls, Broads and Marys: TV’s New Authentic Woman http://www.oishiicreative.com/girls-broads-and-marys-tvs-new-authentic-woman/ http://www.oishiicreative.com/girls-broads-and-marys-tvs-new-authentic-woman/#respond Fri, 22 Apr 2016 09:14:53 +0000 http://www.oishiicreative.com/?p=4248     This week saw the season finale of two different series about women whose story arcs have been surprising, fresh and appealing, not because they’re shocking in their bad behavior, but in how realistic it is, especially to a Millennial audience that desperately craves authenticity. HBO’s Girls and Comedy Central’s Broad City may not

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Broad City

This week saw the season finale of two different series about women whose story arcs have been surprising, fresh and appealing, not because they’re shocking in their bad behavior, but in how realistic it is, especially to a Millennial audience that desperately craves authenticity. HBO’s Girls and Comedy Central’s Broad City may not be on-air ratings smashes, but you can be sure that their target audience is binging — perhaps on their laptops or with their parent’s HBO Go passwords; most likely with a second screen in hand, but they are tuning in for the kind of authentic, experience-driven content that marketers should take note of.

Even as ad sales models are shifting in our ever-changing industry, audiences will always be drawn to television, so long as the content feels culturally relevant and speaks directly to them.


Forty years ago, America’s Sweetheart on the small screen was Mary Tyler Moore, a traditionally beautiful good girl, who’d risen to fame playing the eternally patient wife to Dick Van Dyke on his title show, before being granted her own namesake series, which lasted seven seasons and won, at the time, a record-breaking 29 Emmys. From 1970 to 1977,
The Mary Tyler Moore Show appealed to a wide audience of women, especially those who were young and working full-time, because it was one of the first shows to portray an independent, childless working woman who, on top of everything, was succeeding. Mary was smart, driven, hard-working, kind and gorgeous. She had the career, a love life on her terms and strong female friendships, to boot. Mary had it all.

But where Mary succeeded — in both her fictional life and the very real network ratings — by being aspirational, creating something today that appeals to this generation of young working women must be approached differently. Instead of searching for role models, today’s Millennials want authentic and complicated, experience-driven characters.

Which is why the girls of Broad City and the broads of Girls are so appealing to this generation.

They defy inherited expectations about career, clothes and relationships. Which isn’t to say  Abbi and Ilana are dismissive of looking good and having glossy ideal lives, they certainly want careers and love. In their sketch comedy humour is used to hilariously pick apart these expectations.

Unlike Mary, none of them are in truly successful careers, relationships or even necessarily well-dressed. On Broad City, Abbi, the straight-laced of the two, is desperately trying to work her way up at a SoulCycle stand-in that doesn’t fully embrace her, while Ilana, her sexually fluid, polyamorous best friend drifts from job to job as she’s asked to leave each of them. They drink, they get high, and they navigate dating in the era of Tinder and “Hookup Culture” in a way that all feels fresh, and, most importantly, real.

It’s no coincidencegirls that both series were developed by their stars, who took their real-life experiences to parlay them into fictional versions of themselves. In Girls, show creator and star Lena Dunham’s main character, Hannah’s, friendships are as dramatic, if not more than her romantic relationships, something Dunham has said was important to portray in contrast to shows like Sex in the City, which had previously set the standard for portrayals of female friendships among young working women.

Says Dunham, “I kind of also felt like it was aspirational about friendship… for me, that kind of friendship is elusive. I feel like a lot of the female relationships I see on TV or in movies are in some way free of the kind of jealousy and anxiety and posturing that has been such a huge part of my female friendships, which I hope lessens a little bit with age.”

Millennials defy our expectation. Their lives are complicated, messy, exciting and unique. They don’t want to be spoken down to, they don’t even want our encouragement; they want to see themselves, or at least recognizable version of themselves, in their entertainment and even marketing. And as the business of television and how we reach our audiences continues to change, now, more than ever, content of any type has to be more than just marketable and engaging. It has to be real.

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Lost and Found on the Creative Path http://www.oishiicreative.com/lost-and-found-on-the-creative-path/ http://www.oishiicreative.com/lost-and-found-on-the-creative-path/#respond Fri, 15 Apr 2016 09:01:45 +0000 http://www.oishiicreative.com/?p=4245 Everyday is a new creative adventure, whether you’re working on a passion project or trying to come up with the next big idea for your client. We should try to strive to let ourselves embrace, explore and be inspired by our own personal creative paths. But sometimes, we wander off the path and get lost

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Everyday is a new creative adventure, whether you’re working on a passion project or trying to come up with the next big idea for your client. We should try to strive to let ourselves embrace, explore and be inspired by our own personal creative paths.

But sometimes, we wander off the path and get lost on the way. The journey may still feel enjoyable, but we’ve stepped away from the process in an unplanned or unhelpful way that takes you too far from actually achieving your goals. And in those instances, no matter how pleasurable the experience, sometimes, if you go off-course, you’ve got to find your way back. Here are three tips to getting yourself back on track.

  1. Find a guide. If you’re truly lost, perhaps you need a little guidance to find your way? Maybe it’s revisiting the original creative brief to see if you’ve strayed too far from the original concept. Maybe it’s asking your colleagues, team or boss for advice when you’re facing a mental challenge that has you sidelined. Or, if your struggle is a bigger challenge of feeling adrift in your job, a mentor or even a career coach may be the answer. As creative consultant Jeffrey Davis said of feeling sidelined, “I’ve seen talented minds go to waste out of sheer stubbornness, pride, and shame in not asking for directions from others… Every thriving enterpriser I know, interviewed, and have studied has a mentor and a group of trusted allies.” Don’t be afraid to admit how you’re feeling and to ask for help.
  1. Focus. This is the tough one because struggling with focusing could be what caused you to feel lost in the first place, but sometimes, the only answer to getting back on track is to buckle down and do it. While we always need to allow ourselves a balance of creative freedom, having the concentration and discipline to see ourselves through challenging projects, situations and even time periods is essential to seeing things through. So, next time you feel yourself drift off your path, work on training your mind to focus, just like you would any muscle.
  1. Give Yourself Time to Get Lost. We’ve explored before how important a little time off to daydream and wander is for the creative brain. Perhaps you’re getting lost due to creative fatigue. In a digital era where we’re always connected and an industry where we can technically do our work from anywhere with a wifi signal, it’s easy to understand how fast we can get to a state of burnout. Wieden + Kennedy London even recently went so far as to institute email-free hours and limited meeting times to help combat the “always-on” expectations. If you’re feeling disconnected in your creative work, maybe it’s time to schedule some time to be actually disconnected.

Sometimes, the best way to find your way back is to embrace the journey for a bit. After all, as Tolkien said, “Not all who wander are lost.”

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How Passion Projects Drive Innovation http://www.oishiicreative.com/how-passion-projects-drive-innovation/ http://www.oishiicreative.com/how-passion-projects-drive-innovation/#respond Thu, 31 Mar 2016 09:23:55 +0000 http://www.oishiicreative.com/?p=4241 From books and how-tos to best practices and research, the inspiration and tools for innovation are seemingly everywhere, making creative disruption achievable if we just give it room and time to thrive… or so the thinking goes. The truth is that innovation isn’t just new thinking, it’s actually putting those new ideas into practice. Or,

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From books and how-tos to best practices and research, the inspiration and tools for innovation are seemingly everywhere, making creative disruption achievable if we just give it room and time to thrive… or so the thinking goes. The truth is that innovation isn’t just new thinking, it’s actually putting those new ideas into practice. Or, as John Maynard Keynes said, “The difficulty lies not so much in developing new ideas as in escaping from old ones.”

And allowing our teams the freedom to escape those old ideas and innovate new ones is a large part of the thinking behind encouraging employee passion projects goes.

Google may have made the concept famous with their (defunct in name only) 20% time rule, where employees could spend 20% of their time experimenting with their own ideas. But the concept is a lot wider than just the search giant. Many startups have utilized the idea, and of course, 3M is possibly the original pioneer of the idea that giving employees more freedom and time to pursue what they love will result in happier, more productive employees.

As creative professionals, this concept should come naturally to us, but it’s often hard to justify the luxury of a passion project. However, when you feel a certain sense of creative freedom or opportunity to pursue a project just for the sake of enjoyment, you’re more likely to be inspired, refreshed and reconnected with your work. As we’ve said before, sometimes we are judged by our amount of structured creative output, rather than our quality, which can hinder us from taking real creative risks and innovating our processes, our work and ourselves.

So don’t discount those doodles, scribbles and side projects your employees may be doing in their downtime. You never know what will spark their next successful idea, and giving them the space, encouragement and freedom to explore their creativity will foster a more supportive, rewarding environment. After all, if they feel they can be open about their experimental projects, who knows what they will share with you — and how those ideas will be actualized in the real world.

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We Have A Few Changes…: 5 Tips For Giving Great Creative Feedback http://www.oishiicreative.com/5-tips-for-giving-great-creative-feedback/ http://www.oishiicreative.com/5-tips-for-giving-great-creative-feedback/#respond Fri, 18 Mar 2016 10:30:46 +0000 http://www.oishiicreative.com/?p=4237 When you work in the creative trenches every day, it’s easy to take for granted that we all speak the same industry language. But hearing vague terms like “make it bigger” or “it needs more energy” or “it doesn’t feel young” doesn’t help anyone. If you want to provide good creative feedback, there are a

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Creative FeedbackWhen you work in the creative trenches every day, it’s easy to take for granted that we all speak the same industry language. But hearing vague terms like “make it bigger” or “it needs more energy” or “it doesn’t feel young” doesn’t help anyone. If you want to provide good creative feedback, there are a few things you can follow to ensure you’re giving (and getting) the most of your time. Here’s our top five tips:

  1. It Starts With The Brief. Before you give any feedback, the best way to ensure it’s going to go well for you later is to be clear on the assignment and work parameters before anyone gets started. It will give your team the specifics they need to work with, and it will make your critiquing easier later as you’ll be able to point to specifics on what is or isn’t working.
  1. Come Prepared. If you haven’t taken the time to properly review the project, how are you going to give good notes? Even people who have a great creative instinct still need time to reflect on what they want to say. Put your thoughts into notes that you can refer to and share with your team as a follow up. Just winging it is disrespectful to your team, and in the long run, if you haven’t properly reviewed the project, chances are you’re not going to be happy with the outcome, and you’ll have to go through it again, which leads us to…
  1. Be Specific. Okay, the logo just doesn’t “pop” to you, but how can you translate that to the creative? Perhaps your target audience is tween girls, and you feel the logo won’t appeal to them. Or maybe the background is too busy, and the logo is getting lost. Or  maybe you just want the logo bigger. Either way, any of those answers will give your team tangible feedback they can work with.
  1. Be Honest… But Be Kind. Yes, it’s business, but creatives often pour their hearts into their work, so even if you’re just being honest, be careful. Even if you don’t like it, acknowledge their time and effort. Perhaps it feels off because they took a big creative risk that didn’t land. Or maybe they tried a new skillset that they haven’t yet mastered. If it’s just not working, then you should be honest, but let them down easy. There’s no need to bash their work.
  1. Recognize The Positive! Who says feedback has to be all about the negative? Even if you feel a project is perfect, it can be just as important to let people know what they did right. If they know what the strongest part of their work was, then they’ll be more likely to repeat those good parts again.

Implement these tips, and you’ll be well on your way to giving thoughtful, specific and encouraging creative feedback that will empower your teams to do their best work yet.

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Playing to Work, Working to Play http://www.oishiicreative.com/playing-to-work-working-to-play/ http://www.oishiicreative.com/playing-to-work-working-to-play/#respond Thu, 10 Mar 2016 09:35:53 +0000 http://www.oishiicreative.com/?p=4234 According to Pablo Picasso, “Every child is an artist. The problem is how to remain an artist once we grow up.” Even though we work in a creative industry, many of us are faced with this same issue, but the solution could live in our childhoods as well. When we were young, most of us

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According to Pablo Picasso, “Every child is an artist. The problem is how to remain an artist once we grow up.” Even though we work in a creative industry, many of us are faced with this same issue, but the solution could live in our childhoods as well. When we were young, most of us spent a great deal of time making our own fun by engaging in unstructured imaginative play, and it turns out that all those hours on the playground might have been developing our brains as much as our time in the classroom. But as we’ve grown older, most adults are faced with a constant barrage of meetings, deadlines and the monotony of the day-to-day, which often gets in the way of us feeling like true creative beings and competes for any leftover time we might have to engage in playful activities.

Studies have shown that even under-stimulated adults can suffer from play deficiency, the same way we suffer from sleep deficiency if we don’t get our required allotment of hours every night. In fact, those grownups who do engage in consistent play have been proven to be more productive at work. According to Brian Sutton-Smith, the developmental psychologist who devoted his life’s work to studying the importance of play in both adults and children said, “The opposite of play is not work, it is depression.” Play isn’t just an activity; it is a powerful mindstate and a skill that requires commitment and challenges us to stay creative yet focused and must live in everything we do.

But what is play? According to Dr. Stuart Brown, founder of nonprofit the National Institute for Play, “Play is something done for its own sake. It’s voluntary, it’s pleasurable, it offers a sense of engagement, it takes you out of time. And the act itself is more important than the outcome.”

So, it could be a game of office foosball or trivia night, keeping playdough or some other fun, stimulating activity at your desk or even just engaging in work that feels playful. At Oishii, we’ve been lucky to have worked on several projects for children’s brands, from our rebrand of The Hub to our recent award-winning work for Sprout, which have kept us on our toes creatively and reminded us about the wonder a child’s imagination and an afternoon of unfettered playtime can hold. Those projects had budgets and deadlines and meetings, but we were able to find a sense of fun in each of them, and tap back into our younger years of unstructured play.

In the process, we’ve been able to strengthen ourselves as creatives, build better relationships with our coworkers and even relieve stress. And by engaging in our own versions of play, we can keep our minds and hearts open to new creative ideas. After all, you never know when that sense of kid-like wonder will spark your next great idea.

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