How I created content for Google.

By Justin T Shockley

Instagram@neohxc

Google is the largest advertising agency in the world. I'm delighted to craft images for them or any sized agency. I think one approach I take is using the skillset I've developed over time and apply it accordingly. In the end art is art. it's subjective and people will always have a different reaction. But a master artist usually develops something only time can produce. Having actually been an artist since I was 5 years old I see this to be true. 

At that young age getting to play in an orchestra alongside Yo Yo Ma (#1 ranked cellist in the world at the time) I saw up close what greatness sounded and looked like and how much I would have to work to get there. Beauty is priceless. Its why we pour so much money into the beauty industry and art in general. I don't think life would be worth living if all the beauty was sucked out of the earth.

But I think art helps us realize that wherever we see it. Great content is not just the mechanics of a great visual it comes from the deep place mixed with time, experience, reverence and the mystery of creation.  Its the "curse of the talented", that voice in your head that drops an idea in your head. That classic song or that rhetoric that inspires you to hold on one more day. The beautiful things are what we long for and attempt to associate with all things commercial and consumer.

I would go so far as to say we would not have a consumer industry without great art. This goes beyond copying trends. So many companies attempt to market a trend and at the same time stand out. Great artists persist because we understand what they are doing is like a person running in circles. Sooner or later everyone realizes they once again need a fresh idea. This only comes with great content and great content comes from great art.

I say all this to further explain how I create content. I use fresh ideas. Fresh unique ideas accumulated over year and years and years of experience. The unique is so rare because its hard to find artists who persevere past that early mark. Ta-Nehisi Coates (The Atlantic) spoke once advising young writers. He basically said you will only succeed as a writer if you persevere. Then after many years you will develop a skill very very few will have. Then you will finally see success. 

This is all important information as a marketer, a CEO, agency, business startup or anyone in business. In a global climate this competitive for a company to work one must utilize, value, and maximize each part to remain competitive. I think this is a new era of adding value from the highest to the lowest and realizing that doing this is the best path to success.

Everyone is looking for unique ideas to stand out in the future. What I found is sometimes they can be staring you in the face everyday in the past.