The development of creative potential can be influenced by aspects related to the individual himself and his experiences throughout life. The study aimed to identify and analyze aspects related to the path of creative and educational performance of an illustrator, focusing on the role of the teacher. The content of the lives to teach drawing, in the period of the Coronavirus pandemic, and a semi-structured interview were used. The results showed uniqueness in the development and expression in drawing, and in the way of teaching it: combinations between the new and the adapted in teaching and learning of drawing; tension between rules to design and freedom to create; ambivalent role of models as inhibiting and triggering the creation process.

The development of creative potential can be influenced by aspects related to the individual himself and his experiences throughout life. The study aimed to identify and analyze aspects related to the path of creative and educational performance of an illustrator, focusing on the role of the teacher. The content of the lives to teach drawing, in the period of the Coronavirus pandemic, and a semi-structured interview were used. The results showed uniqueness in the development and expression in drawing, and in the way of teaching it: combinations between the new and the adapted in teaching and learning of drawing; tension between rules to design and freedom to create; ambivalent role of models as inhibiting and triggering the creation process.

The development of creative potential can be influenced by aspects related to the individual himself and his experiences throughout life. The study aimed to identify and analyze aspects related to the path of creative and educational performance of an illustrator, focusing on the role of the teacher. The content of the lives to teach drawing, in the period of the Coronavirus pandemic, and a semi-structured interview were used. The results showed uniqueness in the development and expression in drawing, and in the way of teaching it: combinations between the new and the adapted in teaching and learning of drawing; tension between rules to design and freedom to create; ambivalent role of models as inhibiting and triggering the creation process.

This study investigated how advertisers from the creation area of large advertising agencies perceive and characterize their creative process. Thirteen Brazilian professionals were interviewed using semi-structured interviews. Data were analyzed by content analysis. Results indicate that several stages of the creative process overlap, such as the incubation period of one job functioning as the preparation for the next. Motivating factors include pleasure of the act of creating, media visibility and its social reach. Limiting factors include the agencies’ excessive departmentalization, reduced deadlines, and the clients’ subjectivity influencing the advertisement approval.

Este estudio investigó la manera en que publicistas de las áreas creativas de agencias de publicidad de gran tamaño perciben y caracterizan su proceso creativo. Se entrevistaron 13 profesionales brasileños, a partir de guías de preguntas semiestructuradas. Los datos fueron analizados por medio del análisis de contenido. Se constató que varias etapas del proceso creativo se sobreponen, como por ejemplo, el periodo de incubación de un trabajo funcionando como la preparación del próximo. Como factores motivadores, se destacan el placer del acto de crear, la visibilidad del trabajo en las calles y su alcance social. Como elementos limitantes figuran el exceso de departamentalización de las agencias, además de los plazos reducidos la subjetividad de la aprobación de la propaganda por parte de los clientes.

This study investigated how advertisers from the creation area of large advertising agencies perceive and characterize their creative process. Thirteen Brazilian professionals were interviewed using semi-structured interviews. Data were analyzed by content analysis. Results indicate that several stages of the creative process overlap, such as the incubation period of one job functioning as the preparation for the next. Motivating factors include pleasure of the act of creating, media visibility and its social reach. Limiting factors include the agencies’ excessive departmentalization, reduced deadlines, and the clients’ subjectivity influencing the advertisement approval.