MANILA, PHILIPPINES — Art and creativity are the most appreciated yet misunderstood fields of profession in the modern world. Most people only see the final output — an artwork, a film, a literary piece, or a musical creation — and are in awe of it in all its shining and polished glory, not knowing the mayhem and mental turmoil it took to be born from the creator’s muddled mind.
From an artist’s perspective, they’re aware that in order to make art and beauty, one must suffer through pain and agony; and agony has many other names: self-doubt, ego, anxiety, and judgment to name a few. When artists are vulnerable, they’re prone to succumbing to the whispers of worry and doubt. How then can modern maestros break free from this maze?
The repeating seesaw of pain and passion
As they labor on their craft, creators must actively and bravely face their own demons. After all, every masterpiece is conceived from blood, sweat, and tears (lots and lots of tears). The only way an artist can create is through chaos, and the victory of overcoming that will inspire and fuel the next artwork — such is the noxious nature of their reality.
In the vast world of artistry and creativity, it’s not difficult to spot geniuses whose brilliance naturally emanates from their very essence — the telltale signs of productive yet sleepless nights are forever etched under their eyes, and there’s this je ne sais quoi that makes their vibrant energy so magnetic. In a crowded room, they’re the light that shines the brightest. But the thing about illuminated individuals is that they all have a tendency to burn themselves out.
Just like any avant-gardist, the path they walk has never been trod on by others — putting more pressure in every step they take as they pave the way for others to follow. As fascinating as their artworks, musical breakthroughs, and literary masterpieces may seem, the shadows of anxiety and diffidence are always present in an artist’s mind, albeit hidden in the darkest crevices of their psyche.
“Creatives, generally speaking, are relatively insecure,” explained Dentsu Creative Philippines Chief Creative Officer Jerry Hizon. “That’s part and parcel of being in a ‘subjective’ industry where your work is constantly judged. Creatives run on passion, so they put their hearts in their works. And every criticism, no matter how fair, stings.”
In the pursuit of learning more about the mental state of these mavens, the relation of their anxiety to their work, and how they cope, I sought to pick the brains of a few proficient individuals from the publishing and advertising industries through a short yet in-depth survey. Coupled with notes from Jerry, the insights have revealed the stark reality about creators of beauty.
The deep-rooted agony of artistry
As with all people, an artist’s mind is prone to burnout and exhaustion. Their mental health, particularly their anxiety, regarding their careers plays a big role in how inspired they are to work. This also affects how creative their output will be. The more burned out they are, the less sparkly their ideas are too.
In an age where mental wellness has increasingly become a priority, artists are constantly caught between fueling their imagination with mere fumes and hitting the brakes to come to a halt. “My work-related anxiety is like standing face-level in front of a sweaty armpit in a packed train — you try to ignore it but you can’t,” answered one of the respondents animatedly.
Of their shared worries, the most prevalent one was their own expectations of themselves and how others will perceive their output. Artists, writers, and musicians vulnerably reveal their own realities, thoughts, feelings, and experiences in everything they create. “When you put part of your personality in your work, you tend to be more anxious about what people say and how it will be received,” as Jerry put it.
They put every ounce of their passion and dedicate a significant chunk of their own time into their craft, so it’s not difficult to understand why they are their own best admirers and worst critics. This can also make it hard for them to share their works with others in fear of judgment or rejection.
The new generation of “kidults”
Burdened with the weight of expectations on their shoulders, creatives have learned to pull themselves back — not in cowardly retreat, but for a much-needed, well-deserved respite. We all have our own preferences on how to decompress, but the most favored answers are playing games and collecting toys.
From building bricks and toys of their favorite characters, to stimulating console worlds and engaging role-playing board games, a sense of fun has given relief to the tired minds of modern creators. A common phrase that describes the current major workforce of millennials is that they are “kids with adult money.”
All the survey participants agree that they buy toys and games for themselves, with the majority sharing that these are reminiscent of their childhood. This universal phenomenon has been the inspiration for the term “kidulting” — a trend Dentsu has taken notice of and expects to make bigger waves this year.
The word “kidult” itself is a playful portmanteau of “kid” and “adult,” which is evidently relatable to this current generation of grownups who are trying to make up for their formative years. “Our network’s report defines it as ‘a preoccupation with play and deferral of adult responsibilities.’ This is being brought about by adult milestones becoming way out of reach, and people wishing to get back to more innocent, carefree times with less responsibilities or expectations — their childhood,” Jerry explained.
He noted that play has developed to be an answer to the seriousness of life. “We have seen this in the rise of board games designed for adults, video games that focus more on exploration and free-play, LEGO sets for adults, and playful interactive displays and museums.”
Play can also be a catalyst to producing some of the best creative works. At Dentsu, Jerry shared that they always try to inject fun in the way they work. “Before the pandemic, we had the obligatory PlayStation 4 where people could just de-stress with NBA 2K and Street Fighter, until somebody took it home during the lockdown,” he jested. “And during the height of the pandemic, our Accounts Lead Lieza Punsalan started ‘Me From Home,’ where we showcased the passions of our Dentsu team members. Now that we’re back in the office, we’ve been having board game nights (usually hosted by our ACD Andy Rivera), drinking games, and yes, videoke. We also make sure our client socials held in the office have some party or social games to break the ice. There’s better camaraderie, collaboration, and chemistry when it’s not all serious or all business.”
It’s all child’s play
In the modern-day Neverland, no judgment is made on what makes you happy. In fact, millennials have broken the stigma of playing with games and toys. They have even established close-knit, supportive communities with fellow players, collectors, hobbyists, and enthusiasts.
Of all the reasons why the respondents could cite as to why they prefer certain toys over others, the most common ones were simply because the characters are cute and relatable; the game stories are great; and the immersive landscape serves as a form of escape from the real world, allowing them to use their brain for something productive other than work. However, one reason that stood out from their responses is that the toys they choose and the games they play all help heal their inner child.
Taking care of the young-once
The innocence of toys and games provide a catharsis to creative individuals, as it introduces them to another realm where they can freely express themselves, and where they are untethered from real-world responsibilities. By living vicariously through the characters, they feel most like themselves. Guards down, they are able to completely relax and live in the present.
With regard to their work-related anxiety, playing serves as a reset button for their brains. The difference in mental stimulation is almost like changing the scenery in their mind, encouraging them to untangle themselves from professional responsibilities. They can switch gears from embodying their job title to simply being themselves. Other times, the competitive nature and captivating storytelling provide another creative outlet for their minds to wander. Being exposed to different scenarios, even in fiction and pretend, can broaden the mind’s ability to conjure varying perspectives and develop a reflex in problem-solving that are both beneficial and necessary for artistic professions.
“Playing allows you to explore possibilities that you haven’t considered before, since it enables you to drop down often self-imposed restrictions,” Jerry added. “Part of being creative is being anxious that your idea has been done, or judged as not good enough for brainstorming. And there are times where good, or even great ideas do not see the light of day because the artist is afraid of being ridiculed or is shy about their level of experience. A less structured or playful brainstorming can help lower those barriers,” he recommended.
Creators, especially those in the publishing and advertising industries, know all too well the pressures of maintaining a fun and stimulating environment for oneself in order to produce creative ideas. This is a probable reason as to why artists allow themselves the liberty to live out their childlike innocence for as long as they can. Dentsu Creative Philippines Executive Creative Director Biboy Royong shared, “Advertising is one industry that we are paid to daydream and have fun.”
“And of course, a happy creative is a productive and effective creative,” Jerry concluded.
From imagination to inspiration, playing has taken on an important role among creatives
When asked if playing helps them with their creativity and inspiration for their day jobs, all of the respondents answered with a resounding “Yes,” backed by a detailed explanation of their thoughts:
(Editor’s note: The respondents were given the option of using pseudonyms to respect their privacy.)
As the head of an advertising company, Jerry has experienced his fair share of dealing with creative anxiety and burnout, and has realized the importance of having fun to break out of that rut. “Kidulting can help bring the joy and fun back in advertising, especially at a time when data, algorithms, and ‘best practices’ are the norm. It also helps differentiate us from AI-generated output, as fun and joy make the work more human and resonate emotionally.”
He explained that as contributing members of this field, it’s important to look at work with less cynical eyes. A sense of wonder should always be practiced, and to always be open to learning new things. “There are no stupid questions. That way, we can explore ideas that are not expected, but rather fresh.”
“In fact, we have established our Dentsu Gaming Department, where our Data and Analytics Lead Roki Ferrer guides a team of passionate gamers to share their ideas on how to inject fun into our brands. This has led to exciting WIP (work-in-progress) campaigns with our existing brands, and new business wins from well-known gaming IPs and partnerships, which we will announce soon,” Jerry teased. “It goes without saying that everybody had fun working on it, and we did not have a shortage of volunteer gamers for that winning pitch.”
He also shared that Denstu inspires creative endeavors among its other overseas subdivisions. He cited that in Japan, they have Dentsu Lab Tokyo that encourages their teams to “be irregular” in order to kickstart innovative ideas. The same unit also has Dentsu Team B which espouses the “alternative approach” and utilizes its team members’ “b-sides” or passions and interests outside of their job description.
“Every child is an artist. The problem is how to remain an artist once he grows up.” — Pablo Picasso
Anxiety, unsettling as it is, could very well be regarded as the mark of a creative genius — it’s the curse that clings onto those daring enough to bring forth innovative ideas, and those whose destiny is to forge new ways of thinking. Fortunately, the remedy for the fate of these maestros is as lively, exciting, and colorful as their own artistic minds. Toys and playing games, once solely associated with childishness, are exactly the antidotes to free artists from the shackles of their own mental prisons. By allowing their imagination to wander, to seek and live out their own adventures, and to appreciate art and beauty in new forms, they’re able to refuel their creative juices, produce fresh concepts, and replenish their energy for their craft (and playtime).
Now, who’s up for a relaxing game of Call of Duty?
