In Focus: Interview with Miguel Donnenfeld, Director at Creativa Videos, Australia

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Miguel Donnenfeld | Muse Awards

Miguel Donnenfeld

Miguel Donnenfeld is the co-founder and director of Creativa Videos. With more than 25 years of experience in telling stories and communicating through video and television, he delves into subjects and investigate the best angles for audiences.



Miguel Donnenfeld | Muse Awards

Interview with the 2018 Muse Creative Awards Winner - Miguel Donnenfeld

1First, tell us about yourself, your company, job profile, etc.
My name is Miguel Donnenfeld and I am the co-founder and director of Creativa Videos. With more than 25 years’ experience in telling stories and communicating through video and television, I delve into subjects and investigate the best angles for audiences. At Creativa, I lead a group of inventive, inquiring and clever professionals to produce engaging and shareable video content for our clients. I am passionate about providing the highest quality and impact in every aspect of our productions from story to the final editing. My clients rely on my business acumen and natural flair for strategies to develop video content that is both creative, insightful and valuable.
2Tell us a bit about your business and what you do.
Creativa is a multi-award winning video and animation production company with almost a decade in the industry. We are based in Melbourne, Australia with a team of experts including both live action and animation-focused in producing in-house high engagement videos. Our team includes talented video strategists, directors, creatives, producers, scriptwriters, videographers, editors, animators, illustrators, graphic designers and marketers giving us a huge pool of talent and experience to draw from. On average, our senior production team have 20+ years of video production experience, producing content not just here in Australia but all over the world. At the heart of everything we do is an unrelenting commitment to our purpose and clients. Our purpose is to drive positive and meaningful change in the lives of our audiences and client management is a key component to our success. It has helped us build long-term relationships with many of our clients, which goes beyond the scope of our initial engagement.
3Congratulations! As the winner of the 2018 Muse Creative Awards, what does winning this award mean to you and your team?
The awards help us to confirm that we are ahead of the trends and that we keep having a talented, resourceful and creative team at Creativa. I know that happy customers, repeat business and recommendations are worthwhile, these are the things we focus on every day at Creativa. Prizes and awards, however, are gratifying on an altogether different level. Credit from peer groups and authorities brings pride and satisfaction.
4Where do you see the evolution of creative industry going over the next 5-10 years?
The cultural and creative industries are among the fastest-growing industries in the global economy. Today's business world is shaped and challenged by the development of highly innovative, competitive and disruptive technologies. Digital technology, augmented reality, virtual reality and corresponding technical capabilities are continuously transforming all aspects of our lives, be it social, cultural or economic. Technologies have become and will keep being so a commonplace and omnipresent in the Creative Industries, often used as means to directly enhance creativity, contributing to the life and culture of society as well to identifying ways to overcome barriers or solutions to specific problems and this will keep evolving. The future will be also focusing on the ability to create unique experiences, social experiences and networking as the most important factors of competitiveness. In this new digital economy, irrelevant value gradually determines material value, as consumers are looking for new and enriching ‘experiences’.
5What are your top three (3) favorite things about our industry?
Curiosity, innovation, and creativity. The more creative and innovative you and your team members are, the more long-term success you’ll achieve. So rather than constantly chasing “the next big idea” in your industry, curiosity will bring creativity and innovation to what you’re currently doing. When you do, you’ll be regarded as an industry innovator.
6Who has inspired you in your life and why?
Of all the people who have inspired me, I have to say that Walt Disney ranks at the top of the list. Few individuals have had a greater impact on both the entertainment industry and the popular culture of the 20th century than Disney. His many innovations include the first cartoons with synchronized sound, the first full-length animated feature film and, of course, the theme park. He not only had a brilliant mind, but more importantly, as an entrepreneur is his love for drawing devoting most of his life to his art that he was even willing to work other jobs just to fund his passion. He would always find ways in which he could share his work with others. He would never settle with his first success, he kept redesigning his creation so that it would be better every time. He used his genius and dedication to develop and animate thousands of characters just to touch people lives.
7If you could give one piece of advice to someone considering a career in creative industry, what would it be?
Professionalism and Innovation is the only consistent thing in the video world; people need to be wowed all the time. The video industry is producing interesting and new technologies such as interactivity, 360, VR, just to keep up. People need new ways to be engaged and video production companies need to stay on top of emerging technologies, trends, and new and innovative ways to engage with clients as well as audiences.
8What resources would you recommend to someone who wants to improve their skills in the advertising industry?
Work on your ability, listen, improve people skills, work in teams. Be creative, curious and innovate. Time management is essential. Love what you do.
9Tell us something you have never told anyone else.
I do not enjoy being interviewed :)
10Finally, what is your key to success?
The four pillars to succeed: well-being, wisdom, wonder, and giving. Lately, I realized that my success would be defined by my role in helping others succeed.


Winning Entries

Creativa Showreel 2018 | 2018

Creativa Showreel 2018 | Muse Awards
Creativa Videos' showreel to promote live action and animation work during 2017. (read more)

State Revenue Office | 2018

State Revenue Office | Muse Awards
The Victoria (Australia) State Revenue Office launched this explainer video to inform the public about a new land tax... (read more)

School of Graduate Research | 2018

School of Graduate Research | Muse Awards
Using an airline flight as a metaphor for the PhD student's 'journey' was a great way to explain the graduation process. With that idea... (read more)

NMBA Codes of conduct | 2018

NMBA Codes of conduct | Muse Awards
A new code of conduct was released by the Nursing and Midwifery Board of Australia. The campaign intended to create awareness with... (read more)

Advance Care Planning | 2018

Advance Care Planning | Muse Awards
Austin Health, a major Melbourne (Australia) hospital, needed an awareness campaign. We created a video campaign (this is one of 3) for... (read more)

Superannu What? | 2017

Superannu What? | Muse Awards
The objective of the video was to educate school students about financial/superannuation literacy, particularly VET school students. VET students... (read more)

MICCN Sleep Program | 2017

MICCN Sleep Program | Muse Awards
The objective was to showcase the work that is done and highlight the resources and expertise available within the MICCN Sleep... (read more)

Interactive Leadership Profiles Instructional Tool | 2017

Interactive Leadership Profiles Instructional Tool | Muse Awards
To produce an instructional video detailing the function and application of AITSL's Interactive Leadership Profiling Tool... (read more)

Housing | 2017

Housing | Muse Awards
As part of the annual appeal, we produced this short video to create awareness about the housing issues that the community faces... (read more)

About Match | 2017

MICCN Sleep Program | Muse Awards
The objective was to create an animation video to explain what the company does. The objective was to work with more abstract elements... (read more)

Aspire | 2017

Aspire | Muse Awards
The objective was to explain and promote a University program called Aspire. Aspire recognises and rewards applicants who... (read more)

Promotional for Intl' Academics | 2017

Promotional for Intl' Academics | Muse Awards
The objective was to create a promotional video aimed to attract Int'l Academics from USA, UK, China so they want to come to work at... (read more)

Stress | 2017

Stress | Muse Awards
Teachers Healthcare Services was developing an app '9 steps Weight Management' and this video will sit within the app under the... (read more)

Cyber Security | 2017

Cyber Security | Muse Awards
This video piece was created as an awareness tool for university students regarding cyber security. The idea was to... (read more)

Revenge Porn | 2017

Revenge Porn | Muse Awards
The objective was to showcase some real-life stories from women who have been abused through technology, and how they improved... (read more)

The Butterfly Effect | 2017

The Butterfly Effect | Muse Awards
Each year Jewish Care has a major annual appeal, and this video was created as part of the campaign to make the community... (read more)

Confirm | 2017

Confirm | Muse Awards
The objective of the video was to present Encompass Confirm, explain the problem it solves, who would use it, what it does for them... (read more)

Creativa Videos

Creativa Videos


Since 2009, Creativa Videos has pioneered the video and animation market in Australia, setting the standard for the industry.  At Creativa, we produce videos and animations every year for a broad range of clients including, Government - local, national and international, corporate organizations, health-care and aged-care, universities, not-for-profit and more. Our 15+ creative team of full-time industry professionals is always ahead of the game, delivering a customer experience that is second to none. Surrounded by an inspiring environment including the cutting edge in-house studio, with every piece of the most up-to-date equipment, the team ensures all productions consistently meet or exceed client expectations.


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