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The Joy of Pointless Creativity
In an industry defined by client briefs and measurable outcomes, it’s easy to forget the simple thrill of making something purely for the sake of it. Maybe it’s the mindless doodling you fill your notebooks with. A scrapbook of memories you’re documenting. Or silly videos you’re making with a friend. Whatever it may be, a “pointless” project can be a place for your creativity to be fully let loose, without judgement or pressure.
Here, LBB’s Sunna Coleman rounds up a selection of fun side projects from creatives across advertising to inspire creativity without inhibition.
Published by: LBB
Date: 23/10/2025
Ally Westwood, creative director at Seed
I made my own paint-by-numbers kit using old illustrations and artwork I’d created over the years. I raided my digital archive, picked a few favourites, stripped them back to outlines, and printed them out to paint by hand.
It started as a small side project as a way to beat the Sunday scaries during a pretty heavy creative block and ended up being exactly what I needed. There’s something really grounding about stepping away from a screen and doing something purely physical: just colour, texture, and time.
It reminded me of an article I read on Nicer Tuesdays on how easily our dependency on screens can dull creativity; constant digital stimulation doesn’t leave much room for the kind of boredom that fuels deeper thinking, curiosity, or that lovely unstructured play where imagination actually sparks. Sitting there, painting my own lines proved it. I rediscovered the joy of creating without purpose, and it completely cleared my creative block.