Everybody has creative ideas – better or worse ones. The question for me is always the process of transforming an idea into a concept. That’s the field, where I feel like home. Sometimes this process is almost immediate, sometimes it’s an endless crafting. No matter which, I enjoy the concept making part of almost all my projects. The below examples are not there to demonstrate my creative capacity, rather to highlight the diversity of its usage. Some of them are older stuff, so sorry about the bad quality.
I don’t translate, I adapt. I make the original creative materials (commercials, web pages, banners, apps, etc…) effective in a different culture. In almost all of the cases I supervise the casting and direct the Hungarian sound. Adaptations have little respect in advertising. I love them, though. There’s always the possibility to make something better than the original one…
Novel writers are so lucky. They can fill pages with text. In advertising you have one sentence. Literally you have to impress with 4-5 words. So I try to select very carefully those 4-5 words. I write, and when I’m satisfied… I rewrite. And maybe the next day I rewrite again.
Since the boom of smart tools, there are no campaigns without social media legs. In this sense, there is no real need to have separate ‘social’ category on this website. However, planning the social part of a campaign needs whole different type of thinking – even if it’s around the same creative concept. It’s more “performance-like”, more intuitive, more informal, and most of all – it needs the most attention throughout and even after the campaign.
Sound direction is a joyful task. I enjoy it partly because of the human side – instructing actors, actresses and singers needs a different kind of creativity – and partly because of the technical part. I have a strange obsession for things like experimenting with filters, fine-tuning effects for hours to find the perfect sound design, looking for the right background music in KPM database that can make the mood of a spot, directing cheesy singing parts, or even mixing 5.1 for theaters.
You can write the best website text in the world – if nobody sees it, that’s completely waste of time. Websites are not like magazines, you will not go through it unless something catches your eye and lead through. When I’m thinking of a website structure, I’m fully aware of that I have 2-5 seconds to impress, or they click away. That’s the challenge I love.