Lynchian Lessons

I was saddened to hear about the recent passing of artist and filmmaker David Lynch.

If you are not aware of his work, David created very distinctive and often surrealist films, artwork and  music. He's perhaps most famous for Twin Peaks, Blue Velvet and the Elephant Man. 

He never seemed to chase success, but showed a unwavering determination in all his creative pursuits - what he referred to as the Art Life.

Perhaps his greatest success was influencing other creatives and fostering a very dedicated following.

I'm not sure he's what you'd call a household name. He's not for everyone. Some I've spoken to don't like the horror and violence in his work, or the abstract plots. However the sheer number of artists and fans I've seen posting tributes this month had been incredible. In other words, David had his own niche. A cult following. I'm proud to be part of that.

He also had a captivating philosophy on creativity, as outlined in interviews and his book Catching The Big Fish.

I've been reflecting on this a lot this week, with algorithms firing all kinds of Lynch content at me.

There are a number of things that stand out to me as both someone with a job in marketing and a general creative person (the project's coming along fine thanks).

1. He stood out from others

Lynch never followed trends - he created them.

His work, like Twin Peaks and Mulholland Drive, became cult classics precisely because they refused to conform to typical Hollywood storytelling. They found a faithful audience, and this audience became hooked. He is an auteur, a recognised name that many know equally as well as the names of the films he has made.

Throughout the centuries the people, the artists and brands that stand out are the ones that dare to be different through bold designs, innovative campaigns, or storytelling that challenges expectations.

2. He was surprisingly consistent

Standing out is not enough. Consistency is key to fostering an audience, and for all his unpredictability and unconformity Lynch was also surprisingly consistent. Yes, really! 

He was a creative force with a style so distinct that when others imitated it, critics would often call it Lynchian. His style is quite often a blend of abstract Americana, humour and psychological horror that's hard to define but easy to recognise after you've seen a few of his films. He blended innocence with darkness, the mundane with the surreal. 

Musical cues were similar project to project too, including music he regularly created in collaboration with composer Angelo Badalamenti.

Repeating motifs also appeared in his films, like yellow lines on the road, crackling electricity and duality of characters (doppelgangers and split personalities). 

He regularly used the same actors too - including Jack Nance, Kyle McLaughlin, Laura Dern and many others.

His consistency across different projects, from films to music to painting, made his artistic identity unmistakable.

Successful brands also strive for this same level of recognisability. It's because consistency in tone of voice, aesthetics, and storytelling fosters trust and makes things more memorable and reliable. 

3. He knew how to use emotional hooks

Despite his often bizarre and unsettling storytelling, Lynch connected with his audience on a profound level. He tapped into universal emotions - fear, nostalgia, desire, and mystery - allowing viewers to project their own interpretations onto his work. This emotional engagement is why his fanbase is so dedicated. 

Like others I've rebought and re-watched his work multiple times trying to unravel the mysteries, yet even without fully understanding them I find them deeply moving. There are scenes in his films and pieces of his art that make me afraid, laugh or feel sad in unexpected ways. I can't always explain why. Lynch was a genius at this.

I know I constantly aim for the same depth, that emotional trigger in my work and in my creative pursuits.

Emotional storytelling is one of the most effective tools for audience conversion and loyalty for any kind of brand. 

4. His Big Fish metaphor

In his book Catching the Big Fish: Meditation, Consciousness, and Creativity, Lynch compares ideas to fish. 

He says small, shallow ideas are easy to catch, but the big fish - the truly groundbreaking ideas that lie at the deep - require deep exploration. 

Lynch personally credits Transcendental Meditation for helping him dive deeper into his subconscious, where the most powerful creative ideas emerge.

I don't meditate (maybe I should) but this is already familiar. My best ideas have come when I dedicate the time and space to think about them.

My interpretation of "catching the big fish" is not always leaping to rash decisions and quick wins. Being proactive, rather than reactive, conducting necessary research, taking time to learn and then thinking deeply about those ideas that start to form is infinitely better than racing ahead.

Quick, surface-level tactics may or may not generate a temporary buzz, but lasting impact comes from ideas that are deeply considered, emotionally resonant and strategic.

Encouraging a culture of introspection is what leads to the big fish.