Zig When Everyone Zags: A Creative’s Guide to Standing Out
“To be original, you have to be different.”
~Alfred Hitchcock
In a world where everyone is vying for attention, the phrase "zig when everyone zags" is not just advice; it's a survival strategy in the creative jungle. This mantra is simple, but profound, and serves as a beacon for creatives who are navigating the industry. It's a reminder that the only way to make waves is by not just riding them but by creating your own.
Chasing Trends
The allure of trends is undeniable. They're like beacons, guiding ships through the night. But here's the catch - if every ship follows the same light, they all end up at the same destination. In the creative world, this destination is often a crowded harbor where originality is lost in a sea of sameness.
Consider the world of cinema. When a particular genre or style gains popularity, a deluge of similar films floods the market. While a few stand out, most vanish into obscurity. The same goes for graphic design, where trends can quickly turn unique concepts into overused clichés.
Let’s take a look at some examples:
What was once a nuanced characteristic of shooting video on film has turned into a trend that everybody and their grandmother uses these days. I’m talking about halation - the red bleeding of color around the highlights of an image. If you’re a film photographer you’ve seen this when you shoot the Cinestill 800T film stock. However, since film emulation has become more accessible to everyone, it’s become overused and quite honestly overdone. Real halation is generally subtle, but nowadays you have every video creator on social media just slapping on this effect. Look closely at the next reel you see on Instagram, If you’re reading this in 2023, I guarantee you’ll see what I’m talking about.
Secondly, check out how trendy film frames have become. While the whole Super 8 frame aesthetic blew up in 2020, there’s a new resurgence in shooting outside of the widescreen 16:9 aspect ratio. The trend I’m talking about is shooting at a 4:5 aspect ratio - check out the cropped black bars on the left and right sides of the images above. I’d estimate that around 50% of music videos in the last year have been released with this aspect ratio. It’s a stylistic choice that I must admit I am a fan of, but it’s starting to become oversaturated.
Let’s explore trends in a different creative medium:
If you’re a graphic designer, the Y2K design trend is nothing new. TikTok streetwear brands have been spamming Y2K fonts, star icons, and punchy colors for the last 2 years. I’ll admit once again that I am a fan of this style, but It’s been so overused that it feels like everyone is using the exact same graphics pack, just ripping off each other’s designs to turn a quick buck. I’ve seen entire brands grow from 0 - 100k followers seemingly overnight just by selling Y2K merch. While profitable now, I’m curious to see how these brands pivot when the trend dies down over the next year. This is another example of a trend turned cliché.
Differentiation
"Why fix something if it isn't broken?" This adage often keeps creatives shackled to conventional approaches. The box of conformity is comfortable, but it's also a creative dead-end. Within its confines, the world is predictable, and predictability is the antithesis of creativity.
Differentiation is not just about being different; it's about being distinctly you. It's about offering the world a perspective it hasn't seen, a story it hasn't heard, or a design it hasn't imagined. Choosing to zig when others zag is not without its risks. Non-conformity can be a lonely road, often riddled with doubt and uncertainty. For every success story, there are countless tales of ideas that didn't take flight, projects that weren't received well, or visions that remained misunderstood.
There is certainly fear and a variety of challenges that come with defying norms. But sometimes, the most extraordinary ideas take time to find their place in the world. Success in the creative realm is often measured by popularity or profits, but what if we redefine it? What if success is about impact, fulfillment, or the sheer joy of creating something you believe in?
Your creative identity is your signature, an indelible mark that sets your work apart. It's not just about what you create, but how you create it. Think of the cinematographer who uses unconventional angles to tell a story, or the animator whose characters defy the norms of traditional design. These creators don't just follow trends; they set them.
Innovation and Feedback
Innovation doesn't always mean reinventing the wheel. Sometimes, it's about taking the wheel and steering it down an unexplored path. The challenge, however, is differentiating between drawing inspiration and falling into the trap of imitation.
When first discovering your unique take on the creative world, you must lean on those who have come before you. In the same way that you watched your parents walk before you took your first steps, you must translate this to your creative workflow. You must learn how to draw inspiration from existing work while adding your personal touch. It's about striking a balance where your influences are a launchpad, not a crutch. If you’re interested in learning how to create develop your personal style, you can watch this video I created a few months back.
Let’s talk about feedback now. Feedback, both positive and negative, is a goldmine for creatives. It's a compass that guides you through the fog of uncertainty. The feedback I’m going to focus on is constructive feedback. Constructive feedback points out the good things in your work, but also points out the areas for improvement. Learning to detach yourself from what you create is one of the most important lessons you can learn as an artist. You are not the work you create. You are a vessel through which creativity is channeled to create.
One of the greatest parts about the internet is the ability to share your work with total strangers. While most people will become fans, a small subset of people will hate your work. Don’t take the hate personally, it’s likely a reflection of their own inability to share their creativity with the world. Once you’ve detached from your creation, allow others to share constructive feedback and be willing to accept that feedback so that you can create even better work moving forward. It’s also good practice to zoom out and look critically at your work. Usually, you won’t notice the negative aspects of your newest creation right after you’ve released it, but give it time. Trust me… a few weeks, months, and even years down the line, you will look back and laugh at how at one point you thought a specific project was the greatest thing to ever bless the earth. It’s all a part of the game…
Failure, Storytelling, and Community
The fear of failure is a common adversary for creatives. It's a shadow that looms over bold ideas and daring projects. However, I encourage you to view failure not as a setback, but as a stepping stone instead. It takes a special kind of courage to go against the grain, put yourself in front of strangers, and stand firmly on your ideas and beliefs. If it was easy, everyone would do it!
I’ll give it to you straight. You will fail. And if you’re a creator that puts yourself out there on the internet, you’ll probably fail a lot, and very publicly too. And that’s okay. If you stick with it long enough, you’ll become bulletproof. After enough time has passed, no one is going to remember your failures. And if they do, they’ll likely be inspired by your perseverance. You’ll wake up one day and everyone will just think you were born an artist. That you are just naturally “talented”. But behind the scenes, you’ll know how much failure played a part in building your foundation.
Now a bit on storytelling. Storytelling is the most powerful tool in the creative arsenal. It's what turns a design, film, or animation from a mere visual delight into a compelling narrative. It’s what has allowed history to be recorded and passed on through generations. It is what breathes life into not just the products and services we use daily, but also the communities we form. Dare to be vulnerable. Dare to tell your story and share your unique perspective with the world. It does not need to be heard by everyone and it may not resonate with everyone either, but it is a damn shame if you keep it to yourself. There is someone out there that needs to hear what you have to say.
With that said, no artist can exist on an island alone. While carving your own unique path can be a lonely pursuit, it is almost impossible to do so by yourself. Building a community around your work can be as rewarding as the creative process itself. It’s about finding your tribe - those who resonate with your vision and support your journey.
Support from your community is not limited to buying your products and services. It is so much more than that. A community allows a place for conversation, ideas, and constructive feedback to improve the collective consciousness as a whole. Some examples of support from my community include: sending an unreleased video to a mentor for critique so that I can refine it further and deliver the best video possible; inviting a friend to join me on a trip to shoot a film I’m working on; wearing a fellow artist’s clothing for an upcoming photoshoot to promote their brand; lending my Super 8 camera to a friend who is working on a special project; or simply liking and commenting on a fellow artist’s Instagram video that they spend days creating, just so they know I’m there.
The alternative path of an artist is already difficult enough as it is. Be the light you wish to see.
Final Thoughts
Now, it's your turn.
Pay less attention to trends and pay more attention to what you think is special.
Reflect on what makes your creative voice unique.
Challenge yourself to step outside the confines of what's expected.
Dare to be the one who zigs when everyone else zags.
Your journey to creative fulfillment and distinction starts with a single, bold step. Are you ready to take it?
As always, keep creating.
P.S. Don’t give up, you’re closer than you think!
-P