TRUE STORY: 😂 A completely random encounter introduced me to an entrepreneur in Thailand who was absolutely obsessed with one dream: opening his own massage studio. He was also the first person to look through my team's portfolio and respond with a spectacularly underwhelmed: "Well... I mean... it's not bad, I guess." 😂 Ouch. My 13 talented creators had apparently failed to impress His Majesty. But after a little conversation, I started to understand the man behind that devastating review. A grown-up kid in the best possible sense. Father of FOUR (!!!) little troublemakers — three boys and one girl. An absolutely god-tier sense of humor. And the kind of personality you don't forget easily. There was just one tiny problem. He had absolutely no idea what he wanted. "Something memorable!" "Not that typical AI-looking stuff!" "Something that makes people smile!" That was pretty much the entire creative brief. 😂 But I had noticed something else: the man was built like a superhero. And suddenly, the idea clicked. The muscular character you see in this animation? That's a caricature of my client himself. The script came together quickly. Nothing overly sophisticated, no complicated storytelling. Just a simple, playful idea built around his personality. And when I showed him the result? He burst out laughing. "THAT'S IT!!! THAT'S WHAT I'M TALKING ABOUT!" Mission accomplished. 😎 Here's something I've learned about creative direction: Sometimes clients genuinely have no idea what they want. But knowing exactly what they don't want can be an excellent starting point. And sometimes I want to know more about the person behind the project. Their favorite movie. Their favorite book. What makes them laugh. Yes, these questions occasionally earn me some very confused looks. 😂 But those little details can reveal more about someone's taste than a ten-page creative brief. Because sometimes the best creative direction starts with understanding the person, not the project.

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No comments, just enjoy

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We are free to choose how to look like, and what to wear... And our task is just to make a focus on the best accents of your brand.

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Magic🔥 Your brands deserve the best, feel free to contact me anytime!

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Irina Rapota

AI Commercial Director | Creative Producer