Concept and creativity

With strategy, creativity stops being a leap into the void and becomes a leap with a safety net. Because when there’s purpose, there’s direction. And when there’s direction, ideas can fly farther without losing their way.

It all starts with exploration. A deep and curious research process that allows us to understand the playing field: the brand, the market, the competitors, the category, the pains, the beliefs, the truths. This holistic perspective, free of shortcuts and clichés, opens our eyes to detect areas of opportunity and wisely choose the paths that truly matter. And those that can lead us to win.

In this phase, key discoveries emerge —those that don’t show up in the briefings— and provide us with input to build models and frameworks from which we can think strategically.

With that solid foundation, now: let creativity flow. Find a concept that encapsulates all that prior thinking and turn it into ideas. Ideas that aren’t just pretty occurrences, but decisions with form, substance, and direction. Narratives that connect, experiences that awaken, pieces of communication that make people stop and understand in one go.

Creativity is the how, but not just any how. It’s the how after the what. It’s thinking, but after having thought. It’s that moment when thought steps off the map to tell what no one has said yet.

This isn’t just the order to create campaigns, brands, or content. This is the order to create anything that’s worth creating.