Roger Hatchuel Academy - Clive Challis Talk

Just to follow up with Clive's discussion yesterday, he introduce us to a "new" idea, and Helmut Krone, the first "modern" art director for VW, Avis, Polariod and Porsche.

The meaning of "new" doesn't mean who you are or what you have already.  You are doing stuff that is in the forefront of today's advertising.  That's not what "new" means at all.  That just means you are a club member or have some ownership to certain things.  You have joined up with the best of them and yours stuff looks like what is considered today to be really hot stuff. The new "NEW" is looking for something that your have never seen before.

The only quality Clive reallly has an appreciation for is newness.  To see something no  one has ever seen before. New is an inspiration that comes late at night, takes hundreds of hours working on an idea, and it means breaking the rules.  Newness is a new born idea that walks out of giant messes, and it's necessary if you want to do something creative. 

To Helmut Krone, "new" has two extreme heads and tails.  "New is when you have never seen before what you have just put on a piece of paper... when a thing is new all you know about it is that it is brand new.  It's not related to anything that you have seen before in your life.  And it's very hard to judge the value of it.  You distrust it and everybody distrusts it." At the other end, "What I have always liked to do is an existing look and give it a half twist, which makes it new - H. Krone

Since I have learned the new definition of "new", I am still trying to adopt the new perspective from Clive.  Which isn't easy, becuase it's not easy to give up what I had, and accept new ideas just in a seccond.

-Scott Liao