Hi, I’m Devon Hume, an advertising major at UT Austin on the Texas Creative track. Each week, I concept original campaigns across multiple briefs, constantly pushing myself to think sharper and more strategically. Creativity in advertising isn’t random — it’s about uncovering real human insights and translating them into bold, campaignable ideas. Over time, I’ve developed a process that helps me consistently generate strong concepts. Here’s how I move from brief to breakthrough.
Where To Start
Every strong campaign begins with research and a well-defined creative brief. I immerse myself in the brand — studying past campaigns, analyzing competitors, exploring their website and social media, and identifying what makes them uniquely positioned in culture. Skipping this step turns creativity into guesswork.
Once I understand the brand, I begin ideating at volume. My goal is at least 50 ideas, even if some are variations of the same direction. Quantity creates freedom. After stepping away for a few days, I return with fresh eyes and refine those ideas into 4–5 strong, distinct campaign directions.
Getting Unstuck & Using AI as a Tool
When I start exploring a few directions, it’s easy to get mentally locked into them. To break out of that tunnel vision, I look for perspective. I talk through ideas with friends, ask family what resonates with them, and even take long walks to reset my thinking. Inspiration often comes from unexpected places — art, conversations, or cultural observations.
AI tools like ChatGPT and Gemini have become valuable collaborators in this stage. The key is specificity. I’ll provide context — the brand, the brief, ideas I’ve already explored — and ask for variations or adjacent angles. Rarely is the first output perfect, but it helps expand possibilities. AI excels at refining taglines, structuring scripts, and exploring directions further. However, the initial spark — the true insight — still has to come from me.
Finding Inspiration
Inspiration is everywhere. I love watching sports, not just for the game but for the advertising — often the highest-budget, most culturally relevant creative work being produced. Platforms like TikTok, Instagram, and YouTube are filled with young creatives sharing insights into storytelling, consumer psychology, and evolving trends.
Today, there’s no shortage of creative fuel. Between digital platforms and the world around us, there’s constant access to brilliant work. Staying curious and observant ensures that inspiration is never out of reach.
Course Schedule
| Class | Days | Time |
|---|---|---|
| Copywriting | Tuesdays & Thursdays | 9:30 AM – 11:00 AM |
| Portfolio 2 | Tuesdays & Thursdays | 12:30 PM – 2:00 PM |
| ICM | Mondays & Wednesdays | 10:00 AM – 11:00 AM |
| MIS | Mondays & Wednesdays | 12:30 PM – 2:00 PM |
Websites I Like
Creative Boom
Pinterest – Creative Campaign Inspiration
Ad Age