find the magic.
Directing creative is not about design or copy, it’s about magic. If it fails to connect with the viewer, all the craft behind anything does not matter. To get there it takes time, and iterations. After working on version 13 of a newsletter for a major IMC launch, it became clear that no matter the project, there is magic to be found.
Some magic is easy to see, and feels effortless, even with tight budgets and no real time like the spot I directed above.
Some magic, in things like newsletters, is harder to see. The news letters below sold in major programs that we needed to have buy in from 183 markets. No one falls in love in a filing cabinet of work, so we romanced the work in an email, and help sell product.
