Creative Direction: the magic maker
Ana Barreto
??Director @ Cosmos Luxury Travel - Creating Unique & Authentic Travel Experiences | Fractional CMO | Business Strategy, Product Management & Digital Marketing Expert | Content Creator | Ex-Samsung
Spam. Emotionless ads. Too many "feel" written down in the middle of Siberian cold ads. No surprise, no art. Too much photoshop and post production. Product images glued with meaningless and badly written claims. Too many messages. No consistence between media. No adaptation to context. Offers screaming out of a product positioned as premium... I've seen it all!
Who's the person in charge of magic?
When launching a new campaign, everyone looks at the market, the financials and the legal ramifications. The rest is just splashing a picture and writing whatever you want, right? Wrong!
Where is the (he)art?
Who is obsessed with creating delight, with building in remarkability, with pushing the envelope to get to the point where you've created something that people will love and admire? A clear and consistent creative direction - but only if the company knows how to recognize the importance of something that is not measurable.
"It is only with the heart that one can see rightly; what is essential is invisible to the eye." - Antoine de Saint Exupéry