Creativity according to Luther.

John C. Maxwell is one of the leading experts in company leadership and he once said a very intelligent thing:

Creativity is not a single skill or attribute, it is a mindset that should be nurtured.


There is to say that it's a whole lot easier with those dentures.

Creativity has always enabled a lot of people to make their living. Around 2010 Milan was filled with creatives. No postmen, policemen, dustmen. A city without control but full of wonderful ideas. Then it scaled back, thank God.
Luther instead hangs in there, because it is inspired by Martin Luther who, at some point said that we all live in sin and the only way to ensure oneself a place in heaven is to persevere, persevere, persevere.
Creativity and perseverance get along well with one another, in fact one could say that without the second, the first would merely be a period of reflection. The propensity to act to which Robert Sutton, from Harvard Business School, refers to is a main issue we have always considered to be fundamental. Inactivity is the enemy of creativity and it is preferable to fail rather than not act. As it is also preferable to change.
We at Luther have a strange relationship with change. At times it involves completely detaching ourselves from preconceptions, at times it means pulling all-nighters, at times it requires strenuous brainstorming sessions, at times it means starting over. Sometimes we love it, sometimes we hate it. In either case it’s an indispensable process that we regularly have to take into consideration in order to respect one of the first rules of creativity:
Stay ahead of Change.
We love calls to action to such a point that when we come across them we’re much like Roger Rabbit when he hears “Shave and a haircut…”. So being unable to resist the temptation, we decided to change something.
It doesn’t only concern the layout, anyone can do that. It’s a question of approach.
From gathering to developing researched material, through to reaching an intuition and a strong insight that gives rise to an unexpected result: in each phase of the creative process we try to change our point of view numerous times, thinking of the solution as the end result of a process which above all must be exciting to us. The moment which precedes the intuition is the most important, a series of stimuli and recognizable leads, barbarously envisioned as a lightbulb that is about to be switched on.
What follows is method and coding. Translating impulses into digital experiences with captivating dialogues, that give added value to the brand and that impress a positive thought that says “I will return” in the viewers’ mind. Context and method are the latitude and the longitude that indicate our position, the exact point in which to start to tell a story.
Much is spoken about design, but we at Luther are convinced that words can only go so far. Where a dialogue ends is where vision stands in its place and everything returns to that ‘flexible and almost intangible’ state that creative thought is.
We do and will do many other things.

But enough talk now. Take a look.