Michele Mari is an Italian Creative Director with over 15 years of experience in art direction. His journey has spanned both leading global networks and boutique agencies, where he has had the privilege of collaborating with some of the brightest minds in the industry.<\/p>\n\n\n\n
1. Congratulations, NY Digital Awards Winner! Could you please provide a brief introduction of yourself?<\/strong><\/p>\n\n\n\n These experiences have shaped my expertise in both creative and strategic fields, enabling me to craft visually impactful campaigns grounded in powerful insights. My passion lies in developing well-crafted ideas, which serve as the foundation for every project I undertake.<\/p>\n\n\n\n <\/p>\n\n\n\n Q2. What made you become \/ why did you choose to become a digital creator or designer?<\/strong><\/p>\n\n\n\n Until I was 12, I claimed I wanted to be a mechanical engineer\u2014though, looking back, I have no idea why. It wasn\u2019t until I discovered my love for designing cars that I realized I should have said, “I want to be a designer.” But it was the ’90s, and at the time, I didn\u2019t even know what that meant.<\/p>\n\n\n\n Then, when I was around 13 or 14, I had a conversation with my friend\u2019s older brother, who worked as an art director in Milan. He showed me some of his campaigns, and I was completely blown away. I ran to my parents and declared, “I want to be an art director!” They probably would have preferred I said I wanted to be an astronaut. But things turned out well, and I think they understand now.<\/p>\n\n\n\n Q3. Tell us more about your business \/ company, job profile, and what you do.<\/strong><\/p>\n\n\n\n I have been working as an Art Director in Milan since 2007. Before that, during university, I gained some experience in small studios and companies, mainly working with graphics. In 2007, I moved to Milan, and in 2008, I started working for my first major international agency, McCann Erickson. There, I learned everything about advertising and what the words “idea,” “creativity,” “crafting,” and “strategy” truly meant.<\/p>\n\n\n\n Over the years, I moved from one agency to another, spent a few years as a freelancer, and, for the past five years, worked at the Italian headquarters of a large broadcasting company. I now work as an independent Creative Director, striving to put into practice everything I\u2019ve learned<\/p>\n\n\n\n Q4 What do you think defines “good” digital creativity?<\/strong><\/p>\n\n\n\n “Good” digital creativity is defined by a blend of several key elements. First and foremost, it stands out for its innovation and originality, presenting fresh ideas that push the boundaries of conventional thinking. Technical expertise is crucial, as a strong command of digital tools and platforms enables creators to effectively bring their visions to life.<\/p>\n\n\n\n Aesthetic appeal is equally important, ensuring that the work is both visually and aurally pleasing. Functionality and usability are essential, particularly in interactive works such as websites and apps, where ease of use is paramount.<\/p>\n\n\n\n Moreover, effective digital creativity has a strong emotional impact, resonating with the audience and evoking feelings, inspiration, or thoughtful reflection. It serves a clear purpose and is relevant to its audience, addressing specific needs or aligning with current trends and issues.<\/p>\n\n\n\n Engagement is another critical factor; the best digital works invite interaction and participation, fostering a deeper connection with the audience. Finally, adaptability and responsiveness are essential, as the digital landscape is constantly evolving. To remain effective, digital creativity must stay current and respond to emerging trends.<\/p>\n\n\n\n <\/p>\n\n\n\n Q5. Can you describe about your thought process, and how it contributes towards your creativity?<\/strong><\/p>\n\n\n\n I\u2019m not sure if there\u2019s a “single thought process” because each project seems different. I always start by studying the brief, reviewing the available materials, understanding the brand image, and gathering any other useful information. I also conduct research online, explore social media, listen to podcasts related to the theme or brand, and watch relevant videos. My goal is to absorb as much information as possible.<\/p>\n\n\n\n After that, my brain takes over and processes it all. It’s impossible to predict when the idea will strike, when that beautiful and powerful insight will reveal itself. While teamwork, meetings, and brainstorming are essential, real intuition often comes when you least expect it. One of my latest ideas, for instance, came to me while I was at the dentist!<\/p>\n\n\n\n Winning Entry<\/p>\n\n\n\n <\/p>\n\n\n\n
Hello everyone, I’m Michele Mari, an Italian Creative Director with over 15 years of experience in art direction. My journey has spanned both leading global networks and boutique agencies, where I’ve had the privilege of collaborating with some of the brightest minds in the industry.<\/p>\n\n\n\n