Worth Reading is where we share the ideas shaping the conversations around our studio. From thought leadership and industry observations to perspectives from members of our team, these articles offer a deeper look at the creative thinking behind the work we do. In this edition, Director of Brand Strategy & Creative Krista Baddour reflects on why embracing play can lead to stronger ideas, better collaboration, and more meaningful creative work.
I remember my first real creative session. I walked in prepared for a meeting—laptop open, notebook in hand, ready for the usual agenda.
Then someone dumped a pile of toys onto the table and told us to play. It felt strange that play and work could exist in the same room. But somewhere between absentmindedly spinning a fidget toy and tossing ideas around, something shifted. The conversation became looser. The pressure disappeared. And the ideas became better.
That’s why this TedTalk resonated with me. It reminded me that giving yourself and others permission to play is an essential part of the creative process and should be celebrated and integrated more.
What I like most about this is that Katina Bajaj’s TED Talk is a refreshing reminder that play isn’t a distraction from meaningful work—it’s one of the most important ingredients for it. She argues that we’ve created a culture obsessed with productivity, optimization, and measurable outcomes, leaving many adults in what she calls a “play deprivation crisis.” In the pursuit of efficiency, we’ve unintentionally stripped away the curiosity, experimentation, and joy that fuel our most creative thinking.
Her message is especially relevant in today’s workplace. We often treat play as something to earn after we’ve finished our work, when, in reality, it’s often the catalyst for our best work. Play helps us loosen rigid thinking, make unexpected connections, collaborate more openly, and remain resilient when things don’t go as planned. Innovation doesn’t come from having all the answers—it comes from creating space to explore questions without immediate pressure to be right.
This is what stuck with me the most and was my biggest takeaway:
Play is what happens anytime we choose to do something without knowing exactly where it's going to end up. There are no instructions we need to follow or outcomes we need to achieve. Just two elements: intrinsic motivation and the freedom not to know the answer in advance.
While completely aligned with my belief in the creative power of not sitting still, I did finish this wanting more specific details and examples of play at work. I felt aligned but not inspired to act. I wanted the “now that you know this, here are ways you can play.”
Ultimately, Bajaj’s talk is a call to reclaim something deeply human. Play isn’t childish or unproductive—it’s how we stay imaginative, adaptable, and connected. By making room for curiosity, spontaneity, and experimentation, we don’t just become more creative professionals—we become more resilient people.
So next time you need creative inspiration, I am giving you permission to reach for a fidget toy and play (one of my personal faves here). Creativity will soon follow.
