The power of creativity through crisis

When we come through the other side of Covid-19, I for one, hope that the world will learn from the experience and make transformational change which will have long term positive impact for society.

On a very personal level, despite navigating those moments of fear, panic and basically the whole change curve being compacted over a matter of days and weeks- that many of us have grappled with – I have somehow found solace in the ability to find a deep learning and personal development opportunity in this once in a generational crisis.

Creativity has been at the beating heart of it – as anyone who knows me knows, I’m not talking creativity just in purist terms but in the broader context of problem solving, the imagination and innovation. I write this piece as a moment in time, to be able to reflect back when we are back to our new normal version of existence and remember and celebrate the creative pieces and people which have helped keep me sane.

1. Creativity endures

I’ve enjoyed delving back into the annals of history to find inspiration about key breakthroughs which happened during times of profound adversity. During the Great Plague and in a period of self- isolation and peaceful reflection, Isaac Newton discovered the Laws of Gravity. Whilst World War 2 saw the advancement of medicine and science if we consider the mass distribution of penicillin and the advent of the computer through Alan Turing’s genius – both of which saved millions of lives during a time of global conflict.    

2. Necessity is the mother of invention

I have enjoyed watching creativity and digital transformation explode during this period of forced experimentation. From physical businesses pivoting overnight to digital models and from brands finding ways to support communities, it has been fascinating as a marketer to see brands which have really helped make a positive difference such as Brewdog’s shift to producing hand sanitizer to small businesses across the world creating virtual art classrooms and fitness classes. Every day I watch my fabulously artistic friend Catherine Peters founder of mintandmamma run her Facebook Live arts and crafts sessions for kids and families to bring a little ray of hope and play to everyone around her.

3. The creative centre of the universe

American beat poet Allan Ginsberg famously described Liverpool as the “creative centre of the universe” and for sure, much of my own personal inspiration has came from being fortunate enough to work with fabulous entrepreneurs and businesses such as Redwigwam and Def Proc, both Liverpool based, who have pivoted and provided meaningful and agile innovation to support businesses and community through this crisis. Being part of teams who are genuinely making a difference to help people come through the other side of this has been a privilege and a joy.

4. Moments of human beauty

A personal moment of wonder and awe was the eerily stirring scene of renowned opera singer Andrea Boccelli singing in the deserted Milan Cathedral, his rapturous and incredible voice, transcendent, bringing the world together. Of course, we must include the powerful and simple Clapforcarers, a brilliant celebration of our NHS heroes and brave keyworkers. And I doubt I will ever forget the stunning image of the Christ the Redeemer statue in Rio de Janeiro, illuminated as a doctor to pay tribute to our heroes fighting through Covid-19.

5. Adaptability

As has been seen throughout time, from the very moment the meteor landed in the Yucatan and wiped out the dinosaurs 66 million years ago, the ability to adapt and evolve, has been a key facet of the evolution of our planet. Our ability as mankind to pivot and adapt will bring us out the other side, let’s hope changed, more aware, more grateful. Creativity and innovation have certainly been key to my own mental health and wellbeing through this, taking inspiration from both close to home and around the world. In our extended down time, we have discovered our inner content creators - unleashing a global army of work from work videographers, Tik Tok creative directors and unashamedly lo-fi user generated content afficianados. Always the innovator, we have seen once again, the gaming industry re-inventing physical events with last week's Travis Scott huge, virtual Fortnite concert.

Never has the notion of a growth mindset been more important – for people, creatives and brands alike. People will look for trust, meaning and purpose both through society and from business and brands more than ever. We will certainly remember those brands that did good. I am hopeful that this crisis will unlock a fundamental societal re-set and propel us towards even greater heights of creative brilliance to help guide us through the darkness.