By Arthur Harry

“Simplicity is the glory of expression.” ~ Walt Whitman

It won’t be easy to accept that most of my work, this year, won’t be about original aesthetics.

The concept of ‘less is more’, always sounded like an excuse for creating poor and redundant work…

Nevertheless I chose SCA 2.0 to learn about the different techniques to communicate a simple idea.

The brief on ‘name your agency’ reminded me of this. We attached too much importance to the visuals rather than the actual message we were trying to convey.

It’s becoming clear that, as brand communicators, we work to transmit their personalities to an audience. Indeed the latter can’t be convinced or even moved without a SIMPLE and HONEST message, that all can relate to.

Storytelling is at the heart of what we do, it gives me energy on each brief. It enables me to relate to the individuals that surround me, and even put myself in their shoes.

As a dreamer seeking inspiration from human adventures, whether epic or casual, this creative job seems like the best suited for me.

Waking up in the mornings has become the easiest thing, working means I’m going to have fun, competition means I can challeng myself and people similar to me to develop.

I believe to have found what I want, at last…