By Yohan Wadia, senior creative designer, Wavemaker MENA
The very word ‘creative’ brings about a mixed bunch of reactions amongst people. People’s perception of creativity is to think outside the box, to come up with dynamic ideas for the mundane day-to-day activities and, most importantly, to stand out from the clutter. Similarly, working as a creative in the media/advertising business brings about a mixed bunch of reactions as well. There are several times I find people whose lives revolve around Powerpoint slideshows and Excel sheets staring into my screen completely awestruck with eyes gleaming like a child’s. They tell me, “You must absolutely love your job.” Well,
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