Great Creative Doesn't Start With The Algorithm

What is the value of great creative, and what happens when brands let marketing metrics dictate the work before the idea is even fully formed?

In this episode, Cole sits down with Rafael Oliveira, former Creative Director at Tracksmith, to talk about the role of the creative director, the tension between marketing and creative, and why distinction matters more than ever in a world where so many brands are producing work that looks the same. Rafa shares how Tracksmith approached creative as a long-term brand-building tool, why subtlety is often the marker of great work, and how brands can influence behavior by creating content that makes people feel something first.

They also get into the risk of sameness, why minimum viable creative is the wrong starting point, and how brands should think about making work that adds value beyond the transaction.

About:

This podcast is produced by Port Side, a creative production studio creating content strategy + production for active brands, rooted in emotion.

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