Pinterest To Portfolio #1: Coming Up With "The Big Idea"

The Go-To Playbook For Art Directors

Ah, the big idea. That mythical unicorn of creativity—the one that stops you in your tracks on the Tube, scrolling your phone, or watching TV. Truly great ideas are rare, and when you see one, you know it. But most of the time? You’re left scratching your head, wondering how it ever made it past the pitch stage. Too clever to connect, or so watered down by revisions it’s been reduced to “meh.”

So, how do you get there—to the kind of ideas that turn heads, win awards, and make brands love you? Here’s the truth: some days, it just clicks. But most days? It doesn’t. And when your job depends on being creative, your mood, personal dramas, or a bad night’s sleep don’t get a free pass. You’ve still got to deliver.

The pressure is real, but here’s where a solid, repeatable process can save your sanity (and your client’s budget). Over the years, I’ve developed a method—a step-by-step guide to finding “the big idea” even on those can’t-be-arsed days. If you’ve ever stared blankly at a brief and wondered where to start, this one’s for you.

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First Things First: Stop Moodboarding Before You Have a Concept

Let’s clear something up. A killer idea comes first—not the visuals, not the moodboard, and definitely not a Pinterest binge.

It’s tempting, I know. We’ve grown up in an age of aesthetics—perfectly curated grids, algorithm-driven trends, and everything screaming “just look cool!” But without a concept, a moodboard is just pretty pictures. For paid work, that doesn’t cut it.

Here’s why it matters—your portfolio is a living, breathing reflection of your work. If it’s filled with trend-led visuals that were “cool” three, five, ten years ago, it’s going to feel outdated fast. But if each project starts with an idea that taps into a brand’s unique needs or speaks to something universally understood, that’s what gives it longevity. That’s what makes it resonate.

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This is an ongoing series crafted to guide you through the entire creative process—for paid subscribers. Not because I’m here to gatekeep, but let’s be real—writing these takes time, creativity, and more than a little matcha-fuelled stamina.

If you’re curious about the ins and outs of art direction, or ready to build a portfolio that turns heads, subscribe or grab a free trial and join me on this journey. I promise, it’ll be worth it 🫶.

Oh, and one more thing—at the end of this article, you’ll find a sample brief to download. Why? Because this series isn’t just about reading; it’s about doing. Today’s focus is coming up with a great idea, and in future articles, we’ll build on it with moodboards, presentations, and a full hypothetical campaign. By the end, you’ll have a complete passion project to add to your portfolio—perfect if you’re applying to be a junior art director or creative intern.

As always, my inbox is open if you have questions or need advice.

Let’s dive in.