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Q
questions 8 Art & Creative Directors
Q questions
Lee Clow
global director of TBWA\Worldwide
“Icons are result of maverick geniuses” Who are the icons for You in nowadays? What do you think about the role of Education for building your personality? I have 4 higher diploma. I love to learn but in this my passion I lost financial success. I invested everything in my Education and I haven’t real estate and etc. Am I maverick? In Russia, professors said you have 80% maverick and just 20% they give. What is your advice? I thought Education can give you the coordinates to find your success in your life-ocean of choices and possibilities. My pleasure. Alexandra Chudinova designer, artist and PhD candidate
Q questions
Andrey Tarakanov
Founder & Creative Director, Tomatdesign
“Рекламные тренды сегодня, по большей части, подчинены диджиталу и социальным сетям” Нет подчинения рекламным трендам, тренды - иконы, формируют вкус и информационный поток публики. Права ли я? Благодарю за ответ. No subjection to the advertisement trends, trends are icons, shape the taste and information public flow. Am i right? My pleasure. Alexandra Chudinova designer, artist and PhD candidate
Q questions
Arina Avdeeva
Creative director, Moscow
“Мы работаем с клиентами, которым нужен не подрядчик, а партнёр, которому они готовы довериться”
Вы сформировали стратегию превращения исполнителя в заказчика, при которой заказчик становится исполнителем Вашего желания, так как инициатива и энтузиазм формируют Вашу картину мира, а не клиента. Правильно ли я полагаю? “Я верю, что если делать то, что тебе интересно, оно рано или поздно капитализируется”
Расскажите пожалуйста о Вашем секрете капитализации интереса. По Вашей стратегии - капитализация происходит по принципу стечения обстоятельств и времени. Благодарю за ответ. Alexandra Chudinova designer, artist and PhD candidate
Q questions
Mischa Schreuder
Creative Director, Publicis Groupe Netherlands
“Brands and Creatives are searching for ID� Could ID be transferred from the one brand to another and become a trend? Looking to the history, it happenes. And one question more, are creatives the self-brands? Identity makes you unique and popular what can specify your business to the demanded environment. My pleasure. Alexandra Chudinova designer, artist and PhD candidate
Q questions
David Lubars
Chairman/chief creative officer at BBDO
(creativity) “...What makes sense unique...
It’s like neck down feeling when your brain registers it. That is a magic of it. It’s a magic” You are talking in the way of generating the idea. Are you agree that Creativity is a feature or atribute by human what can be trained? People in our industry need Creativity for optimising the processes and, according to the advertisement, for representing the product in the unique form what will help to sell and make business successful. My pleasure for your consideration. My pleasure. Alexandra Chudinova designer, artist and PhD candidate
Q questions
Stephen Goldblatt
founder at Partners in Crime LLC
“We think of brands like we do humans” Do you become a Brand when you say I’m Art Director or I’m Stephen Goldblatt? When you have a suggestion or you want to give something to anyone else, you are a self-brand. My pleasure. Alexandra Chudinova designer, artist and PhD candidate
Q questions
Gerry Graf
founder, CCO, Barton F. Graf
“Creativity is a top in the advertisement industry right now� What does it mean Creative person? Is it important, to be creative, for all Adv team? When can designer become an Art Director? Creativity makes all of the processes optimised. Art or Creative director creates the key idea, designer realizes this idea in the physical package, strategist builds the way to promote and deliver to the customer this idea. What are the ways to practice creativity? My pleasure. Alexandra Chudinova designer, artist and PhD candidate
Q questions
Nicolás Pérez Godoy Creative Director @ Wolf BCPP
“I think there is no formula, the key is to always remain humble and constant. It is always proposing new goals, because the work does not end when you reach the goal, then there is another goal more difficult to achieve. The idea is to have enough desire to continue doing better things, to continue learning new things and to continue feeling like a junior creative with a lot of desire to do incredible campaigns.” Question. 99 Awards... You are a champion. What is your formula of success?
My pleasure. Alexandra Chudinova designer, artist and PhD candidate