Creative Rules Don’t Stand Still, Says FCB’s Credle

You may think that the rules governing creativity for distinct, mature media - once codified - are set. Truth is, everything is in a state of evolution and flux, and creative agencies must adapt to whatever works next. Once upon a time, early cinema, for example, relied on a single tracking shot - then the notion of the "cut" liberated how cinematographers could communicate, says Susan Credle, the global chief creative officer of the FCB agency. In the same way, she imagines a continuous adaptation in [...]

Continue Reading >>
Unlocking the Creative & Connect Potential of Video, presented by Facebook