I had nothing to do with this, really. Other than I'm helping making it happen. Creative Directoring runs the gamut from "Coach" to "Setting the Direction" to basically doing it and having people support you. In this case, I'm a cheerleader. Yay Kiran Koshy. We're also going to do some posters which I think will be really strong.
I consider myself an inside-out marketer. That means that I try to find whatever's best in a company and product, and then bring that out to the world and show it in its best light. Find the soul of a company, fall in love it, and then light the spark that sets the world on fire. Social, economic and market conditions are in constant flux, but if you find what's truly interesting and compelling about a company and evangelize that to the world, you'll always be authentic and on target. This is even more true in our modern age of social & digital media and corporate transparency. If what you say and how you say it isn't in keeping with what people already know or can easily find out about your company, it can not last.
The second thing is that if you aren't interesting, smart, self-aware, different and most of all likable, people won't want to hang out with you for any length of time.
I know. Deep, right?
Lastly, I do think we adfolk share some responsibility as co-creators of today's media onslaught, and when I say I try to bring out what's best in a company, I think it follows then that what we're doing should bring out what's best in people. So I don't stoop to cheap and try to keep it positive, respectful and showcase people and their foibles in a somewhat redemptive light.
I think you'll see this reflected in the work that I've helped create. That it's always sincere, human, intelligent, insightful and a true representation of what's most compelling about the company and product.
Thanks for reading this buzzword-free rant. Talk soon, -- Max