Responses by Joanna Monteiro, chief creative officer, FCB Brazil
Background: We wanted to promote this year’s Brazilian Creative Club Festival, the most prestigious creativity awards event in the country. So, we decided to talk about something every creative is interested in: searching the unknown for new and great ideas, and all emotions that journey can evoke. The target audience is everyone who works with advertising and communications.
Reasoning: Each poster is about an emotion caused by the search for the unknown, like obsession, fascination and anguish. We also wanted the creative process of the campaign itself to be a dive into the unknown.
Challenges: The large shapes in the print ads were created with generative design: an approach in which the shapes change completely with each parameter that is added or changed. Therefore, the final result was impossible to predict. It was challenging to use this technique to get shapes that were visually interesting and that also transmitted the feelings we wanted to explore. Also, the Brazilian Creative Club had some great campaigns in the last few years, so the expectation for this campaign was high.
Favorite details: Besides all the creative accomplishments of the project, we recently heard that the results were great, and the festival had more participants than ever.
Specific demands: The Brazilian Creative Club is a non-governmental organization that is more than 40 years old, and the festival is legendary in the country of Brazil. All of that prestige made the team really passionate about the project, and made it much easier to work on.
Anything new: We realized—consciously for the first time—the many emotions we felt in the creative business. We also learned how difficult it is to create something with generative design.