Who is your biggest creative inspiration?
I believe that if you ask any creative this question, the answer will always be different. But in my case in order to create the work I like, inspiration needs to come from everyday life. Not just the things I do for fun, but also the boring stuff; and definitely the people I meet. Everyday people, from work colleagues to the random drunk bloke at the pub, everyone I meet serves as inspiration by the way they think, dress, move and do stuff. All the rest is just research.I learn a lot by watching other creative fields rather than advertising and design. Cinema, music, arts, photography, literature play a big role in my life, but in the end it comes down to analysing society and its changes, trying to get to know the way people think and why, by getting to know their background/life stories.
What is exciting you about the creative industries at the moment?
I think we live in a time where everyone is a creative or has an opinion about creativity. Everyone wants to be a storyteller in their own way. But in the end it comes down to what is good and what is rubbish.In advertising things changed so much in the last 10 years, we needed to reinvent ourselves and the industry. Ads now can live anywhere, campaigns instead of 3 deliverables now have 300 and that is scary. 99% will get lost, but that is because they are not interesting to people which as I said, now has a creative opinion. This combination of fragmented media, low budgets, and smarter consumers forces creatives in the ad industry to think harder, find innovative solutions for old problems, and make better work. So year after year we will see the quality of the work increase, and even though times are harder than ever, it is still exciting about what to do next.
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