I believe that much of the industry is prioritizing spectacle over substance. I think that brilliant creative is seemingly impossible to come-up with, but obvious as soon as you see it. I believe that creative is most effective when it communicates a core truth, and uses relevance and emotion to create an instant connection with the consumer.
These aren’t radical beliefs, I know.
But they are what I believe in, and they are what I try and practice everyday. How can the activations we create be more strategic? How do we future-proof them and make work that can live a long life?
As Susan Credle says…
create work that’s never finished.
I believe that this perfect pocket of creative philosophy lives at the intersection of data, strategy, and emotion. Once we know who we’re talking to, and where to best reach them, what’s the most powerful, funniest, most moving thing we can say in that moment? And how can we say it in a way that makes it stick in their memory? In what ways can we subvert language, or culture and create an interaction purely with the built environment, or with sound, or with color and so on. That’s the space I strive to work in.
Maybe you believe in the same things I do. If so, send me an email and let me know. Perhaps we can work together to create the next perfect moment in advertising history.