The Sequential Logic Most Designers Miss «Just put the images together nicely.» Every campaign brief includes this creative death sentence. Designers arrange visuals like decorating a room — pretty placement without strategic sequence. They miss the fundamental truth that visual order creates meaning. Montage thinking isn’t about film theory. It’s about strategic communication. When you […]
Montage Thinking: Edit Visuals Like Scripts Leer más »
Why Storytelling Matters in Advertising In advertising, there’s a point where a campaign stops looking like an ad and starts feeling like cinema.The lighting, the pacing, the emotional arc—all crafted not just to sell a product, but to stage a miniature film. Why does this matter? Because in a distracted, ad-blocked world, narrative breaks through.Stories
When Ads Become Cinema Leer más »
In 2013, The Economist ran a simple outdoor line: “Would you like to sit next to you at dinner?” It wasn’t an ad—it was a dare. That headline didn’t sell subscriptions; it sold a mirror. And that’s the anatomy of a killer headline: it cuts straight into your ego, no decoration needed. But here’s the
The Anatomy of a Killer Headline Leer más »
