By Dave Huerta,
Vice President, Associate Creative Director @ NYCA
Well, very simply, it’s whatever causes a consumer to think,
feel or act in a positive way toward your brand, product or service.
But great creative is that which connects on a much deeper subconscious,
involuntary level and causes change. Like when you put your hand in freezing water or over a flame or when you have an itch.
Remember the last great movie you saw? Most likely you don’t remember scenelighting or camera moves or that you were sitting in a theater watching actors deliver lines.
What you remember is the story or message – the movie’s essence.
When this happened, you were changed.
Every brand or product has an essence too.
What we do is find it, or if it already exists, we brush it off, and tell its story in a meaningful way to your consumers.
When we do that, they’re changed.
And when they’re changed, that’s creative.