1Please give us a brief bio of yourself, your company, job profile, etc.
We would like to start by thanking you very much for this interview. It is a true honor.
We are advertising and communication creatives with Copywriting and Art Direction degrees from Miami Ad School San Francisco, the world’s most prestigious advertising portfolio program.
Our work experience range from several agencies around the world, including AKQA Tokyo, Grey New York, R/GA New York, JWT Egypt, Drive Dentsu Egypt and DDB Berlin.
2Congratulations! As the winner of the 2019 Muse Awards, what does it mean to you and your company and team to receive this award distinction?
It is a true honor, beyond what words could ever express. We are fascinated by the level of creativity and craft from all the Muse Award winners, and to be part of that fuels our creative engines to produce even better work. So from the bottom of our hearts, we want to say thank you!
3Can you explain a bit about the winning work you entered into the 2019 Muse Awards, and why you chose to enter this project?
Our time to act work has been a true challenge. Not only because fake news is a huge problem that the entire world faces today, but also because for our generation, it has the potential to shape our future.
Nobody was doing anything to fight Velez and its continuous pursuit to produce fake news, so we wanted the only British newspaper that can be quoted in the court of law - The Times and Sunday Times - to take a true stand against it by filing a real law suit and bringing them to court.
5 months of hard work, research, and even consulting with several lawyers has produced this piece of work, and we couldn’t be more proud and happy for its recognition by the Muse Awards and several other award shows.
4How has winning an Award developed your practice/career?
Let’s face it, everyone like awards. But to us, it is much more than a shiny trophy. A prestigious award such as Muse will not only help us land jobs in top notch agencies, but more importantly, it will drive attention and traffic to a real world problem that we are hoping to solve.
As advertising creatives, not only should we be able to persuade people to purchase products and services, we need to harness our creative skills to solve problems, make the world a better place, and improve the lives of humans.
5What are your top three (3) favorite things about our industry?
1: There is no limit to what creativity can do. We enjoy the creative process and everything it brings.
2: Creativity’s potential in solving world problems and doing so much more than just selling products and services.
3: It is not a boring, 9-5 job :)
4: That moment… that very moment when you feel like your work is truly making a difference… it is a feeling words could never describe.
6Where do you see the evolution of creative industry going over the next 5-10 years?
We see an end to the word consumer and a resurrection to the word human.
They are smart and they can see through any lie or manipulation, and we should never attempt to trick them. We need to speak to them as people, not as money makers waiting to buy products. We see a more heartfelt, one-on-one approach to communication and advertising.
We see diversity and more people from all countries and backgrounds taking part in the creative industry, and we are really looking forward to it.
7What is your key to success? Any parting words of wisdom?
Craft, craft, craft.
No matter how good the idea is, if it is not executed or presented well, it will lose all of it’s power and potential. If you’re a writer, make sure your words move. If you’re an art director, use color, typography and imagery to better tell the story. And the same applies to every other discipline. It’s not what you say; it’s how you say it.
8Do you have anything else you would like to add to the interview?
We would like to thank you again for this amazing opportunity and for taking the time to view our work. It is a true honor and a pleasure and we look forward to next year’s award season and to seeing more amazing work.