Hola, I’m Ana.
And I believe ideas should be taken out of the deck and thrown into the wild.
Don’t get me wrong, a concept can sound great in a deck. But then actual people show up. They walk past things, touch what they’re not supposed to, skip three steps of the journey, find the one detail nobody thought they’d notice and somehow make the whole thing better. That’s the part I really like.
My background is in copy, which probably explains the obsession with finding the idea before adding things to it. These days, the canvas is bigger. Experiences, spaces, campaigns and all the little decisions that turn a concept into something people can actually walk into.
A great brief and an awesome strategy pave the way for creativity. Ideally, not the other way around. From there, ideas can start anywhere. A good insight. A visual reference that sparks something in my brain. Something I’ve lived. Something a collaborator says that sends us somewhere completely different. Good ideas don’t really care where they came from. And hey, a footprint full of tactics is still just a footprint full of tactics.
Outside of work, I love karaoke and have been an independent animal rescuer for 15 years.
P.S. Project Managers are my besties. :)