Interview with Michele Mari from Italy

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.

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.

Until I was 12, I claimed I wanted to be a mechanical engineer—though, looking back, I have no idea why. It wasn’t 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’t even know what that meant.

Then, when I was around 13 or 14, I had a conversation with my friend’s 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.

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.

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’ve learned.

"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.

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.

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.

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.

I’m not sure if there’s 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.

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!

Inspiration can come from anything and anyone. As I mentioned earlier, everything around us can serve as inspiration—a sound, a phrase, a drawing. Sometimes, it’s the smallest thing that ignites the spark we've been searching for, sometimes for months.

I am currently most excited about the rise of AI and machine learning in the digital realm, as these technologies are revolutionizing various industries by enhancing automation, personalization, and data analysis. The advancements in virtual and augmented reality are equally thrilling, offering immersive experiences in gaming, education, and remote work. The proliferation of blockchain technology and decentralized applications is transforming financial systems and enabling new forms of digital ownership and security.

Additionally, the growth of the Internet of Things is creating smarter, more connected environments, while the increasing focus on digital sustainability is driving innovative solutions to reduce the environmental impact of technology. Together, these trends are shaping a future where digital innovation continuously enhances our daily lives and global interactions.

It means a lot because we truly care about this campaign—not just how it was created, but also how it was managed, day by day, in collaboration with the client. I believe the awards also help amplify the campaign's message and enhance the brand’s recognition, values, and mission.

The campaign supports Amnesty Italia’s petition for a ceasefire. We needed a simple social idea that would resonate with the dynamics of the Instagram platform. So, we asked ourselves how we could attract users' attention in a "native" way. The essence of the campaign was to awaken consciences and evoke a sense of moral responsibility by transforming a routine activity—reCAPTCHA—into a symbol of empathy and collective support.

Through this effort, passive online viewers became catalysts for significant change by actively participating in our petition. Beyond merely acknowledging the cause, some have also chosen to support Amnesty’s activities by making donations or becoming permanent monthly donors.

Quite simply, it was all about timing. The campaign launched in December, with the presentation happening in mid-November, and the petition had already started in October. We needed to create something impactful and powerful without relying on big budgets, large productions, or extensive resources.

On paper, these constraints could seem like negatives, but in situations like this, they force you to focus on the most important thing: the idea. Uncover the insight, and that's all that matters.

I believe I bring everything I know and can do to each project. This approach naturally enriches me professionally with each new experience. Additionally, awards allow you to compare your work with that of other professionals, even from different countries, which I believe broadens your understanding and knowledge of the field.

My top three favorite aspects of the digital industry are its innovation and rapid evolution, its connectivity and global reach, and its empowerment and accessibility. The industry is dynamic, with new technologies and tools emerging continuously, fostering a creative and progressive environment. It has revolutionized communication by breaking down geographical barriers, enabling global collaboration, and allowing individuals and businesses to reach a worldwide audience.

Additionally, digital technologies have democratized access to information and opportunities, empowering people to create, learn, and innovate regardless of their location or background. This inclusivity drives positive social and economic change.

Italy’s uniqueness in the digital sector stems from its rich cultural heritage, strong emphasis on design and aesthetics, and a growing technological ecosystem. The country’s long history of art, fashion, and design influences its digital creations, resulting in visually stunning and culturally enriched products. Italian companies and startups often prioritize high-quality design and user experience, blending traditional craftsmanship with modern technology.

Over the next 5-10 years, the digital industry will be profoundly shaped by advances in artificial intelligence (AI) and machine learning (ML), quantum computing, and extended reality. AI and ML will revolutionize industries by automating complex tasks, improving decision-making, and personalizing user experiences in healthcare, finance, education, and entertainment.

As quantum computing matures, it will tackle previously unsolvable problems, impacting fields such as cryptography and materials science. Meanwhile, extended reality—which includes virtual, augmented, and mixed reality—will offer increasingly immersive experiences in gaming, training, education, and remote work, transforming sectors like retail and real estate through virtual tours and enhanced customer interactions.

Always believe in your ideas—until you realize they might not be as strong as you thought. When that happens, don’t hesitate to seek a second opinion.

Explore everything you can find, especially online—courses, seminars, articles, podcasts. And then, practice, practice, practice. Always try to apply the technologies or theories you've learned and make them your own. AI is powerful, but its true value comes from understanding both its potential and its limitations through hands-on experience.

I'm an Italian who likes New York pizza—but that's not much of a secret.

This is difficult. I think I'm influenced by many things—perhaps too many, including people. A lot of my thinking and my "style," if you can call it that, probably stems from the pop culture of the '80s and '90s, especially American. I often reference the films from my childhood, along with music and street art. There's just so much to draw from, and never enough time.

Dedication, determination, passion and ideas!