Oh, the musings of what inspiration means to a creative. Oversaturation of information, materials and even chatter can feel like a constant demand for our awe and admiration. So, where does a creative find their muse in the ‘always-on’ century? Well, over time we have learned to sift through the waters. Here are a few ideas that our creatives find quite riveting.
Spoiler: intention has a lot to do with the type of work that keeps us looking.
“For a brand to have an interesting visual identity, it must first challenge traditional advertising.”
Castor, Art Director
Most eyewear ads look the same, but the Gentle Monster x FKA Twigs campaign doesn’t. The visuals are surreal and dreamy, like stepping into another world. It mixes high fashion with real artistry, and there’s a lot of movement and small detail without it ever feeling too much. It’s bold, but also soft, and that’s what makes you stop and look.
“Resonance is the heartbeat of storytelling. That is what Ana Tomy is selling.”
Aina, Copywriting Team Lead
A specific audience. A niche lifestyle. And a whole lot of attention to detail. That’s what makes Ana Tomy stand out. Their story? A lifestyle brand that celebrates urbanites with curated products that elevate city living through aesthetics and practicality. Simply, it’s a brand that delightfully takes the edge off being edgy. Their copy does not just follow a simple narrative, but rather is built upon a shared understanding and experience. It takes the essence of modern social media copywriting and injects its brand lore with delicate finesse.
“One strong metaphor, to manipulate all!”
Siak, Design Team Lead
Selling skincare to men has always been tricky. But not for GOTE’s garage campaign. They wittily reframe skincare as vehicle maintenance, a metaphor that suits its clear, numbered, step-by-step system. Borrowing visual languages from motorsport and street culture gives the brand an effective edge in establishing an unexpected and impactful personality. In fact, the single idea of SKINCARE = MAINTENANCE is so efficient that it seamlessly cascades throughout their entire deliverables. Here’s my takeaway: one solid metaphor is enough to make (or break) your art direction.
Here’s our PErspective
At the end of the day, an impressive campaign really boils down to how much it understands the human truth of its market and target audience. An effective ad isn’t necessarily a creative one, but a strong creative concept almost always drives better, stronger advertising.
If you feel like your brand needs that creative boost, we’re an email (or DM on socials) away at hello@personedge.com
