Being creative is to adopt an obsessive attitude. I am obsessed. Obsessed with words. Obsessed with the beauty and strength of images. Obsessed with people and their behavior. Their passions. Their truth and their lies. Obsessed with how we communicate and express ourselves. With how the digital world of communication has become so natural that we cannot imagine that it is in fact so young.
As a creative director who began his career in the world of activation I have learned how important it is to understand people. Only when you observe and comprehend their daily lives and behavior, you have what it takes to make them see things differently. To make them act differently in their own territory.
And guess what: their digital territory is my favourite obsession.