The problem is that this industry (advertising) is so fast that we don't even realize that new medias become old the very next day after coming out.
It's important to have fresh new medias to work with and this digital era is really exciting and i am in-loved by it but, as i continue saying to my team, it's the experience you pass to your consumer that matters. Important is to be able to provide a sensation on the artwork you do. If it is with old media or new media i don't care. The thing is to call the attention and if possible to make them react.
There's a small exercise I use:
Imagine you are alone in the middle of a crowd. Now, shout the message you are working on. If the reaction is: "Tell me more!" than you are in the good way. If not... you need to go back to pen & paper.
Keep it simple guys and focus on what is really important.
In the end-of-the-day it's our client product that matters.
In the end-of-the-day it's our client product that matters.
