Paul Skinner | Group Creative Director

As a teenager, my dad used to wind me up by taking the scenic route from A to B. My protests were met by a smile and though I wanted to get to my friends, he insisted – smile on face – on detouring through winding roads, past rolling hills, or along the coastline. At the time all I cared about was the destination, but now I’ve come to appreciate those detours. I often find myself taking them, not just on a motorbike, but in life and in my work. Those unexpected sights through the window, those extended conversations with my dad, and the natural pause created all helped me understand that creative ideas need to be nurtured in a less rigid and defined manner. Like many have said, ‘creativity thrives in an actively curious mind.’

Time is a factor. Always. But I’ve seen how easy it is to extinguish good ideas by not giving them the space to breathe. It’s a natural instinct to want to rush to the finish line, but is the shortest path always the best one? The fable of the tortoise and the hare comes to mind and sometimes, the slow, steady route really does win the race.

 The leisurely process of creation is not a new concept. Daniel Kahneman’s book, Thinking, Fast and Slow, eloquently explains the importance of both deliberate and logical thought. For me, taking deliberate time allows emotional and rational intelligence to combine, leading to that sweet spot of curiosity and creativity. I see this principle in action when reading bedtime stories to my three-year-old daughter. Whether it’s the simple tale of Barry the Fish with Fingers or more imaginative narratives like We Dream the Same Dreams, the illustrations and storylines open a world of discovery if given time to pause. Subplots emerge, questions are asked, and her young mind begins to wander and wonder. When given the time, our minds strengthen pattern recognition and do what they are designed to do: create meaning, which is foundational for creative thinking.

As group creative director, I find that allowing teams the time to experience and trust the process is a crucial, exciting challenge. Within the fast-paced walls of a creative agency, it’s essential to ensure there’s room to test ideas, to explore how our proposals will fit alongside, within, and ahead of pre-existing ideas. Fostering curiosity requires creating a safe space for discussion and is non-negotiable here at 2Heads as we know problems are rarely improved or solved in isolation. Echo chambers and cognitive dissonance can impact the result if ideas aren’t stress-tested by a range of creative minds from different backgrounds and expertise such as strategic, digital and technology. 

Experience and guidance are vital to keeping the focus on clear, achievable goals while minimising small procrastinations. Trusting the creative process builds a hidden muscle memory of creativity. Encouraging this mindset is a privilege, and I love being inspired by the journey’s others take in their quest for extraordinary experiences that augment something special. Even more rewarding is seeing a group take that journey together, helping to support, inform, and create. In these moments, we witness what psychologist Mihaly Csikszentmihalyi called ‘flow.’ Flow happens when there’s a balance between the challenges of a task and someone’s skills. It’s about engaging in activities that stretch our abilities and creativity, rather than just mindlessly performing simple tasks.

So how to take the ‘Road Less Ordinary?’

Choosing the scenic route—literally and metaphorically—offers a wealth of opportunities to nurture creativity. It allows us to pause, reflect, and engage deeply with our ideas, leading to richer, more meaningful outcomes. The people around us, especially within a creative agency, should support and respect this approach rather than extinguish it.

Wasn’t gravity itself ideated while observing apples on the ground beneath an apple tree? Or was that a memorable story for everyone to grasp the principle? As we navigate our creative journeys, let’s embrace those unexpected detours. These detours, both literal and metaphorical, offer the mental space needed for new ideas to flourish. They give us the chance to look at the world from a different angle, to pause, reflect and uncover the insights that lie hidden beneath the surface of our daily routines.

In the fast-paced world we live in, it’s easy to overlook the value of these seemingly insignificant moments. But as many creative thinkers have discovered, those moments are often where the magic happens. It’s the unplanned conversations, the unexpected turns, and the quiet times of contemplation that spark the most brilliant ideas. By allowing ourselves the freedom to explore the scenic route, we cultivate an environment where innovative solutions can emerge.

Next time you’re driving or working with a young mind, give them a minute or two to gaze out the window. You never know where that moment of pondering, that spark of curiosity, might lead. It could be the beginning of a great idea, a breakthrough, or even the discovery of something entirely new. By encouraging this kind of thinking, we are not only nurturing creativity but also building a culture of innovation, where every perspective is valued without the fear of failure. 

This approach is not just for the young, though—it’s for all of us. Whether we’re brainstorming a new project or developing a strategic marketing campaign, take a moment to step back and consider the scenic route. Remind yourself that creativity isn’t a straight line; it’s a winding path that converges and diverges with many interesting stops along the way. Those stops often lead us to the most exciting and impactful destinations. 

At the heart of creativity is a willingness to explore the unknown, to be curious, and to take a different route than the one most traveled. So my call to action for all is, keep our minds open, our curiosity alive, and our willingness to explore the unexpected strong. Let’s remember that the best ideas often come from the most unexpected places and that a little time spent pondering, observing, and dreaming can go a long way. After all, who knows where that next detour might lead us? It could be the start of something truly remarkable….

… welcome to the world of augmented experiences.

About Paul

Paul is a fast thinker and quick problem-solver, driven by curiosity and a knack for investigating what’s next. With experience in advertising and architecture, Paul has made experiential his specialty, where he empowers brands by telling meaningful stories that resonate with audiences.

Beyond his creative leadership, Paul excels at building dynamic teams that accelerate both creativity and commercial success. He unites technology, content, digital environments, and strategic storytelling to craft impactful moments. This approach has earned him awards and collaborations with top brands like Rolls-Royce, Bombardier, McLaren, and Shell.