Jorge Murillo, VP, Executive Creative Director at ALMA and juror of Film/Film Craft at Wave Festival in Rio, hopes to see how different countries and cultures use creativity when facing a creative brief, when it is about global brands, where the goal is common and the executions are entirely different.“I want to be excited by the piece, whether its by tears or laughter, or just to make me think about something. I want to feel each work and at the same time, receive a clear message; keeping always in mind the category in each case. It’s easier to create an ad for a film festival than for a telephone company” he explains.Regarding tech development and robotics as new tools within current-day consumers’ reach, the executive says “it will be interesting to see how creatives use technology to develop an idea and create something new and inspiring; instead of just using it, because it is another toy that came out into the market.” He hopes for a good performance of the U.S. Hispanic market in the festival.
