The Creative Process: 3 Anecdotes of Concept

The Creative Process: 3 Anecdotes of Concept


Process is a word that gets tossed around a lot in the business world. It usually conjures up an image of a by-the-book, linear, step-by-step procedure followed by some heavy sighs and concerns about the right cover sheet is being used for their TPS report.

The anecdotes below are a glimpse into the process and inspired translation of what I see when a client comes to us for help.

Anecdote 1:

He was stuck in an airport with nothing but a camera and a PowerBar. Stranded in a land of vaguely unidentifiable smells, old tile and tired faces, he starts to capture unique moments only a traveler could see.

Matt Dutile is a photographer visiting some of the most exotic places while shooting for clients like American Express, Adidas and National Geographic Traveler.

Anecdote 2:

In a small neighborhood with cobblestone paths, old trees, rickety vines covering walls, you discover the friendliest people you’ve ever met. They greet you as you walk by – and you’re blown away by the most incredible aroma of homemade food, jaw-dropping, mouthwatering smells that make you stagger and swoon. They take you in, give you a hug and ask about your day (the people do, that is, not the food smells).

Spinato’s Pizzeria is a family owned and operated restaurant with a true emphasis on family. I can’t decide what I love most – the family or the food. It wouldn’t be Spinato’s without both.

Anecdote 3:

Always going against the grain, challenging the norm and questioning authority. It’s the rebel kid with the comic book collection, wearing the “so’s your face” tee shirt. The old 1970 beater hoopty-ride with different colored fenders and crappy paint, but an amazing stereo blaring some classic Johnny Rotten.

SanTan Brewing Co. has a beer for everyone, but an attitude all its own.

Telling a story is about making connections. I like to construct the onion instead of peeling it, building those layers: complex team concepts, messages, and inspiration. So let’s connect. Let’s tell your story.

Shane Tang | Creative Director

Shane Tang

Shane Tang

Shane oversees the evolution of brands from initial concept development to design completion, directing the creative team in all facets. Whether it’s an integrated campaign or a one-off project, he infuses original ideas and innovative creative strategy into every part of his job. Under Shane’s direction, his team has been recognized with numerous local and national accolades for its creative work, including Phoenix Ad Club ADDY Awards, AMA Spectrum Awards, Stevie American Business Awards and MarCom Awards. Shane joined the TJA team in 2009. With a passion for design from an early age, Shane grew up helping out in his mother’s design studio before attending the University of Arizona and graduating cum laude with a Bachelor of Fine Arts in Visual Communications.
Shane Tang

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