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  • Company: Valtech
  • Theme: Creative Services in a Pandemic
  • Name & Title: Roxana Brongo, Creative Director
  • Topics: Creative Services, Creative at a Distance, Authenticity, New Creative Trends

Being creative at a distance

From one day to the next creators had to rethink how they produce original content. So what did that shift do? According to Roxana, it accelerated the trend of authenticity. Scraping images from layers of perfection and showing a more relatable reality. This focus on the raw and the real, has also translated into new ways of conveying stories and brands. Roxana provides her take on COVID's impact on the creative's reality.

"We are used to super photoshopped images that were so clean, and slick. And now we're okay that a photo comes from a phone, where you can almost see the pixels and where the lighting is not perfect, but you just get it because everybody's going through that."


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