“Think outside the box.”
It’s a phrase that has been drilled into every creative’s mind—almost like an unspoken rule. But what if we’ve been approaching the box all wrong? Instead of seeing it as a limitation, what if we embraced it as a powerful tool for creative excellence?
The biggest misconception about the “box” is that it’s a constraint. “The box isn’t the enemy. It’s where some of the best creative ideas begin. Instead of discarding it, the real challenge is learning how to use it to your advantage," says Olumide Senjobi, Livespot’s Creative Director for Design.
Rethinking the Box: A Goldmine, Not a Cage
Too often, creatives focus so much on breaking free from structure that they miss out on the resources, insights, and strategies already within their reach. “The box holds industry knowledge, existing brand narratives, consumer insights, and time-tested strategies,” he explains. “Ignoring it entirely can lead to disjointed, impractical, or out-of-touch ideas.”
The key to creative excellence isn’t about escaping the box—it’s about stretching, reshaping, and maximizing its full potential.
How to Leverage the Whole Box for Creativity 1. Expand the Box Instead of Breaking It
Thinking “outside” the box suggests that creativity only exists beyond structure. But true innovation happens when you push its boundaries without losing its foundation. “Some of the best creative work happens when we evolve what’s inside the box instead of abandoning it completely,” says Senjobi.
Bringing in new influences, fresh perspectives, and diverse voices doesn’t mean discarding the box—it means making it bigger and more adaptable.
2. Constraints Are Your Creative Superpower
Budget restrictions, tight deadlines, and brand guidelines may seem like limitations, but they’re actually the fuel for sharper, more impactful ideas. “If you give a creative team unlimited time and budget, they might struggle to focus,” he points out. “But when you introduce constraints, you force innovation, speed, and ingenuity.”
Think about some of the most iconic advertising campaigns—they didn’t happen despite constraints; they happened because of them.
3. Remix Instead of Reinvent
There’s a misconception that creativity means constantly reinventing the wheel. But some of the most groundbreaking ideas come from reimagining what already exists. “We have cultural trends, industry insights, and proven creative methods inside the box. Instead of discarding them, we should be remixing them in ways that feel fresh and relevant,” he explains.
From music to fashion to storytelling, some of the best creative revolutions have come from taking old ideas and giving them a new spin.
4. Master the Box Before You Challenge It
You can’t break the rules effectively if you don’t understand them first. “Every creative genius—whether in art, music, film, or advertising—didn’t just throw out the rulebook; they studied it, mastered it, and then redefined it on their own terms,” he notes.
Innovation doesn’t come from chaos; it comes from controlled disruption. Learn the fundamentals, then decide which ones to push, bend, or break.
Creativity Thrives in Balance
Creative excellence isn’t about blindly rejecting structure—it’s about knowing when to challenge it, when to refine it, and when to use it as a strategic advantage.
So, before you rush to “think outside the box,” consider this: The box itself holds everything you need to create something extraordinary. Master it, stretch it, and transform it into a launchpad for your most brilliant ideas yet.