Today I went to a master class with HP Graphic Arts & BBDO. The title of the master class was creative engineering: The digital and physical playground. The speaker was Marcos Medeiros the creative director of AlmapBBDO. He is extremely creative and has won 12 gold lions at the Cannes Lions festival. Medeiros and BBDO worked with HP Graphic Art software and Billboard magazine to create crazy portraits. He first would get pictures at thousands of different celebrities. He had to acquire the pictures from music videos of each individual artist to not infringe on any copy write laws. When he had a data base of artists, music fans could take a picture of themselves, pick their favorite artists, and create a picture of themselves made up of tiny pictures of their favorite artists. The concept is very hard to grasp in writing.
Mr. Medeiros was introduced as a rock star. He quickly shot back that he is not a rock star but just in a really great band. He stressed the importance of team work and collaboration to create an amazing product. Which leads me to the next speaker:
The group met with The BBDO CEO Chris Hall. He has been working in the Atlanta area for many years and his son actually attends UGA. He wanted to stress tree key points to us and then he wanted to answer our questions.
#1 why are we here?
Response- creative ads have been proven to be eleven times for effective than ads that aren’t considered to be creative. Being creative gives brands a competitive advantage in the industry. Brands have caught on to this concept and are re thinking the relationships between advertisers and clients.
# 2 This is the golden age of creativity.
Response- Cannes use to have three categories: press, film, and outdoor. Now Cannes has several different categories to reflect the changes in the advertising industry which includes digital. The advertising industry has progressed more in the past five years that it has in the past twenty five years and it is all due to technology. He said “if you can dream it, you can do it”.
# 3 collaboration is the key to success.
Like Medeiros, Hall stressed the importance of collaboration. Meaning bringing people together with all types of backgrounds and specialties to come together a product a great outcome.
I really enjoyed hearing him speak. He is a great guy and is very approachable. I look up to him and all his great accomplishments.
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