The Creativity Applied. Ideas, methods, observations.
What the Vivo Brief Taught Me About the Psychology of Aspiration
Every phone brief says the same thing: young, aspirational, premium. The brief for Vivo was no different. What was different was what we chose to do with it.
ReadThe Emotional Architecture of the LG Dryer Film
A dryer is one of the least cinematic objects on earth. Which is exactly why the brief was interesting.
ReadThe Myth of the ‘Perfect Director’: Why I’m Not Your Typical Director
Let’s get one thing straight: I’m an obsessed creative mind. But that doesn’t mean I direct from a smoke-filled room, surrounded by vintage posters and endless espresso shots. I’m usually reworking scenes last minute, solving problems nobody anticipated, and hearing “Can we try one more version?” more times than I care to count.
ReadWhy Your Brand Needs a Director Who’s More Than Just a ‘Hired Gun’
ReadThe neuroscience of brand loyalty
Why people are loyal to brands has nothing to do with the brand. It has to do with identity consolidation — how humans use consumption to signal tribal membership.
ReadAI and the creative director: co-pilot, not replacement
The tools I use to build faster, think deeper, and prototype at speed — and why none of them replace what a creative director actually does
ReadSix Sigma filmmaking: precision in creative chaos
What happens when you apply a Six Sigma Black Belt's mindset to a film set? You stop losing money on reshoots and start treating creativity as an engineering problem. Niddhish Puuzhakkal
ReadWhy beautiful films don't sell
We spend crores on award-winning work that doesn't move product. The reason is almost always the same: the director optimised for craft, not outcome.
ReadThe behavioral architecture of a 60-second commercial
A commercial is not a film. It is an intervention. Every second is a decision about what stimulus to fire in the viewer's brain.
ReadEmotion is not the goal. It's the mechanism.
Most brand films try to make people feel good about a product. That's the wrong brief. The right brief is: what specific behavior do you need to engineer?
ReadDisability Representation: The Behavioral Case for Inclusive Brand Films
The argument for inclusive storytelling is usually made on moral grounds. That is the weakest version of the argument.
Read