SMART IDEAS FOR COMPANIES, AGENCIES AND INDIVIDUALS
“I have never been an IT expert. Nor a pregnant woman, a Barbie fanatic 6 year old girl, a pastry chef, an Insta-teen, an interior designer, a fisherman, a brain surgeon or a loving granny. But I’m ready to be any of those in case that’s your campaign’s target.”
I believe creative ideas are made of 60% empathy, 30% concept and 10% art. Without empathy, there’s no concept, without concept there is no art… or there is, but we call it art and not advertising. Yes, I don’t consider myself an artist. I’m looking for the right concept and the right insight. To be original is only part of the process.
I’m lucky. I have a job that keeps me up-to-date and well informed in fields that I have never dreamt to know anything about. Being a freelancer is the key to be fresh and motivated. Numbers merely don’t matter a lot to me, but experience does. So, only for the record: