Everyone is creative. Creativity is imagination, and imagination is for everyone. And you don’t need to ride a boat with Gene Wilder to be creative.

Roll back the years to when you were a youngster, experiencing much of life for the first time, asking questions, using your imagination continuously. Every day was a learning day, just as every day was also a day where you may wonder why you can’t see the moon in the daytime, why broccoli couldn’t just taste nice, or why the naughty step held such power over you.

As adults, this level of creativity can be hard to harbour. But it’s not lost. With so many other distractions or over-riding thoughts – as well as now liking broccoli – often that creative spark sits snoozing somewhere behind ‘I must buy milk tonight’ or, more likely, ‘Client X is expecting this in an hour’.

Yet, when you do unlock your creative brain, when you push into new territories and test your limits – that is when you can make something show-stopping. It’s no coincidence that agencies’ most creative work are their primary case studies, or that prospective clients will always want you to bring something new to the table, or – in the gaming sphere in particular – everyone wants to activate like creative powerhouses such as Paddy Power.

The best thing about creativity is there is no rulebook. Ask a ‘creative’ how to be creative and you’ll get 1,000 different answers. For me, it’s to let your imagination run wild.

My first boss told me something that stuck with me to this day: “Think of an idea that will get us fired, then scale it back.” I chuckled at the time, yet every time I’ll ideate, I can hear his voice. And, over the years, it’s proven to be the product of some of my most creative work.

Another once told me to listen to what the client isn’t telling you. Take what they think the problem is with a pinch of salt and think outside the box to identify the true root to their issues – then present a solution unlike any other.

Now, I’m not saying go and fire yourself, or ignore your client. Both are not favourable.

Instead, be curious. Explore, dream, dare, and let your creativity run wild. Next time you’re faced with a creative challenge, try drawing with a different pen. You may just surprise yourself.