Method
Miguel Castro / Creative Director
Miguel Castro’s creative practice for developing big ideas.
Starting earlier
Strong ideas rarely start with someone trying to have a strong idea. They usually start earlier.
With something that does not quite fit. An assumption nobody is questioning. A capability that has been overlooked. A change in culture or technology that suddenly makes something else possible.
Method is the practice I developed to turn that material into ideas strong enough to organize what comes next.
Four movements
They are movements, not fixed steps. The structure helps organize the work. Judgment decides what deserves to continue.
FindSignal What are we not seeing?
Most projects already contain more information than anyone can use.
Find is about recognizing what deserves more attention because it could change the way the problem is understood.
ShiftPerspective What changes if we look at the problem from somewhere else?
Sometimes the problem changes when we change where we look from.
Shift looks for a perspective that opens possibilities the original framing could not.
ShapeIdea What could we make from this new perspective?
This is where the idea begins.
Not from a predetermined format, but from what the new perspective has made possible.
ProveEvidence What would make the idea evident?
Prove asks what happens when the idea meets reality.
Build proof into the idea before adding proof around it.
What Method is for
Method works before execution takes over.
It can start with a brief that still feels obvious, an opportunity without a clear idea, an idea that has not found its strongest form, or something new whose potential is still difficult to see.
A big idea does not need a big production. It is big because it can hold different expressions together.
Product. Service. Experience. Campaign. Film. Platform. System.
Or the umbrella under which a TikTok makes sense.
AI inside Method
AI lets us explore more material, perspectives and possibilities earlier in the process.
It can also make weak possibilities look finished before they deserve that confidence.
AI expands what can be explored. What deserves to continue is still ours to decide.
Explore Method
Method is not tied to a title, discipline or level of seniority.
You may be working on your own, inside an agency, within a brand, or building something in a completely different field. What matters is having something worth developing.