Agency VS Solo-Creators. Who do brands trust?
Accountability scales. Vibes don’t. Predictable is boring, but a scalable metric. Solo creators love a specific kind of flex: one person, one phone, more reach than an entire agency floor. It’s not wrong, exactly — and it’s not even the point brands actually weigh most heavily. The real question a serious brand asks isn’t “who […]
Good vs Bad Creative, When I See One.
Good creative direction is a set of decisions and disciplines. Bad creative direction is a costume Everyone in this industry claims they can spot great creative direction on sight. But, handful can explain what they’re actually seeing. It’s usually a small set of decisions, made early and made consistently, that separate the work of a […]
But, what Ai thinks of human creativity?
We have opinions , but what does Ai think about human creativity? “Uncertainty might be the most truthful thing in this whole post”. Claude We have all kinds of opinions about Ai and its creative capacity. Some criticise its limitations, some cant perform without it. So like any reasonable Creative Director, I felt in order […]
One message with +30M price tag.
Lights, Camera. Now what? Trust the process, study the client, research the market. I diffrentiate myself by forging a unique understanding with our my clients – I delve into their story, their legacy and, as was recently the case, the unique family dynamic that proved pivotal in the course of our engagement. The client was […]
Value of Service or Service of Value
We will not renew our retainer agreement. Now what? “After further consideration, we have decided to pursue another direction with another provider. Moving forward we will not renew our retainer agreement.” You just received the dreaded email. Now you have to explain your move to your COO or the directors as to what went wrong. […]
We didn’t have the budget for it.
Hiding bad creative behind “lack of budget”does not work anymore. Ai exposes bad creative by removing budgeting roadblocks. For years, a mediocre idea could survive if the execution around it was strong enough. Good typography, a well-shot campaign, a slick edit — craft did a lot of quiet covering for concepts that weren’t actually that […]