Real people feel increasingly alienated from their communities because stories about them: their concerns, their hopes and dreams for the future, are under-represented in public life. The desire for connection is not being met.
People want to feel that they matter
Creative News drives by need
Why does the world need this story and why does the world need your brand?
Merge the zeitgeist with the brand ethos
Content finds us through our dense social networks because it’s relevant: topically, personally, and culturally. With Creative News, the story dictates the deliverable not the media buy. The execution blends art with design, transferring a sense of care to the audience through craft and attention to detail. Focusing on making a direct and genuine connection leads to the development of content that people will be proud to share.
Facilitate MEANINGFUL ENGAGEMENT
Captivation
+
Anticipation
=
Desire
Captivation
A sensory experience that captures the imagination
Crafted, personal, highly visual but not overproduced. Combining art and design while utilizing the conceptual properties of physical materials for a deeper impression.
+ Anticipation
Just enough mystery that the audience has space to put things together for themselves
Timely, consistent content that people can immediately react to. This is not a monologue, this is about contributing to the conversation while delivering on the brand's objectives over time.
= Desire
Inspire a sense of discovery and inclusion
Capitalized on conversations and earned media. It’s authentic because it’s memorable, talked about, or shared, not because we said it is.
Scalable Content
Creative assets can be developed to be wide-reaching: able to contain a lot. Or they can be intimate: executed and released over longer periods of time, while being further amplified with paid media.
Creative News extends dialogue and is the approach for those who value purpose, societal contribution, and want to effect change.
Project examples bringing Creative News to life
104 work weeks: on tour with the merce cunningham dance company
I joined a two-year fifty city international tour to tell the story of the dancers.
mineral: One day when we ARE young
I was asked to bring the influential band’s story to life visually for fans old and new.
nerf rebelle: STRONG AS ONE, POWERFUL TOGETHER
I was asked to create an advertising campaign focused on telling a story about girl empowerment for the toy brand.