Make something beautiful

Let’s make something beautiful? (Turn on the sound)

I think it’s sometimes hard to demonstrate practical creativity in a meaningful way. After all, the function of creative in a marketing context is to engage the audience enough to get the message, which is not always aligned with the business objective. A lot of “bad” advertising is the result of prioritizing the marketer’s priorities over the audience’s. A lot of “great” advertising is just about making a nugget of content worth experiencing and then tagging a logo at the end. (Geico notoriously does this well.)

Here I just wanted to make something pretty for a promotional piece where “beautiful’ was the message.