MERCADEO Versión en español
Jessica Walsh and Gerry Graf show in Cannes the importance of playing while creating
Manuela Walfenzao| 22 de junio de 2015
Aizone fue un de sus ejemplos sobre una campaña que aprovechó las restricciones de manera creativa
Jessica Walsh and Gerry Graf, two big names in the advertising industry, delivered a conference in the Palais de Cannes June 22nd. The seminar presented by Adobe explored each one´s creative process.Walsh is a partner in the design studio Sagmeister & Walsh in New York, and this was her first visit to Cannes. Her lecture started by quoting Pablo Picasso: “Every child is an artist. The problem is remaining an artist as one grows”. That is how she emphasized the importance of game in the creative process. “I am a person who loves to play in all aspects of life, but particularly in my work”, she explained. “I try to approach everything as a game and when I see my body of work, I realize that the more fun I placed on ideas, the better people respond to the final result”.When playing, people are flowing, said Walsh, and they have a perfect balance between challenge and opportunity to use all their tools. This is the optimal state of the mind to be creative and innovative. “You don´t need a giant budget and a perfect client to do the job you want to do”. That is how she closed her talk.Gerry Graf, founder and Creative Head at Barton F. Graf 9000, then took the stage to talk about how data can be used to produce innovative and creative ideas. “The key is in doing research until you overheat the brain with information and then let it flow”, he explained.
