Creativity is the answer during uncertain times

As one of the advertising industry’s most awarded creative leaders, winning Cannes Grand Prix in consecutive years, Tara Ford, chief creative officer of Droga5, continues to shape the global conversation around creativity, innovation and cultural impact.

Speaking to Lions Daily News, Ford said she was detecting an upbeat mood in the creative community this year, with a greater focus on craft.

“In the lead up to Cannes people love to just pick out some work, and talk about work that might do well, and a lot of those pieces I’ve noticed are very beautifully crafted,” she said.

Work done, for example, on camera rather than being a special effect, was evidence of a much needed human touch. That craft she said, be it visual craft or storytelling, has to have a “certain, human, individual voice”. She said a lot of the work she has seen so far has been playful and humourous.

“And I wonder if that’s a little bit of an antidote to the world right now.”

Where there is a lot of uncertainty in the world, creativity is the answer, she said.