Believe it, feel it, create it

Great brand ideas don’t just come from logic—they come from belief, emotion, and creativity. Yet too often, concepting gets stuck in safe, predictable thinking. This hands-on workshop is designed to break that cycle.

Based on The Mondriaan of Marketing—nominated as Marketing Book of the Year—this session helps teams unlock fresh ideas, sharpen creative instincts, and develop brand concepts that truly resonate. Through a mix of artistic thinking, AI-enhanced brainstorming, and structured concept development, you’ll experience how bold ideas are built, challenged, and refined together.

Why This Matters Now

• Creativity thrives on collaboration. The best ideas come from challenge, iteration, and teamwork.

• AI is reshaping creative processes. Used right, it’s a powerful sparring partner for fresh insights.

• Speed ≠ quality. Strong concepts require depth, emotion, and refinement—not just quick execution.

Part 1: The Creative Shift – Building Ideas Together

Goal: Move from individual thinking to collective creativity, using AI as an idea amplifier.

🔥 Experiential Warm-Up

Quick-fire exercise: Respond to unexpected visuals, words, and emotions to spark spontaneous mini-concepts.

💡 Concept Jam: Pushing Ideas Further

• Teams tackle a brand challenge (e.g., “Make sustainability feel rebellious, not responsible”).

• AI serves as a brainstorming partner—challenging clichés and expanding possibilities.

• Goal: Generate bold, unexpected directions—not polished ideas.

⚡ The Art of Creative Tension

• Case Study: How great teams challenge and refine ideas instead of settling too soon.

• Discussion: How to push creative boundaries instead of defaulting to safe compromises.

Part 2: From Idea to Execution – Shaping a Strong Concept

Goal: Transform raw inspiration into a structured, compelling creative concept.

🎯 Focus: Define the core emotion or story behind the idea.

📖 Flow: Experiment with metaphors, storytelling, and campaign hooks.

🎨 Form: Develop a concept that works across different brand touchpoints.

🚀 Creative Execution Sprint

• Teams choose a format to express their concept: social campaign (Instagram activation, TikTok challenge), brand video concept (script outline) or non-traditional campaign (experiential, guerrilla, or ambient marketing)

• Speed is key—momentum fuels stronger creative thinking.

📝 Team Critique & Final Iteration

• Groups test and refine ideas: Is it fresh? Does it evoke emotion? Can it be stronger?

• Rapid refinement round—pushing concepts to their creative limits.

What to Expect

✔ Team-driven creative exercises – Develop ideas collaboratively, like an artist collective.

✔ AI as your creative co-pilot – Use AI to enhance, not replace, creative thinking.

✔ Rapid concept development – Turn loose ideas into structured, campaignable concepts.

✔ Group critique & iteration – Learn to test and refine ideas for maximum emotional impact.

This high-energy, hands-on workshop isn’t about playing it safe—it’s about pushing creative boundaries, shaping better concepts together, and making work that moves people.