what business does an art director have creating a copywriting game?

This game originated from helping my creative team (mostly designers) write better copy.

I needed something that was work-adjacent. Not real work. Not real clients. Not real problems.

Something fun.

Play is an even better teacher than experience.

I didn't know it at the time, but there's actual science behind this.

Creative work in advertising and marketing always has parameters - client, product, tone, medium, call to action. Working within those same parameters day in, day out rarely yields fresh, new ideas. But when we play, our brains strengthen, we become more positive, and we can adapt easier to new challenges.

Source: Play: How It Shapes the Brain, Opens the Imagination, and Invigorates the Soul by Stuart Brown, M.D.

Unlike other creative ideation tools that prompt you with various ways to think about a task right in front of you, Wash-a-Pig isn't about a real project. And that's what makes it great. It's about play. It just so happens your creative work and mental health will improve.