The agency argues that detail is not a whim, it’s a method.
In the session From idea to craft: how we do it at &Rosàs, creativity and advertising production came face to face. &Rosàs has shown in recent years that knowing how to do is as important as knowing how to think.
Pol Martínez, executive creative director of &Rosàs, and Jordi Solé, head of production of &Rosàs, shared what the creative process is like from the moment a brief is born until the final piece is executed. To do this, they detailed the very decalogue they use at &Rosàs.
He also pointed out: ‘Once we start production, we don’t go back to the mock-up, because if we do, we end up copying it.’ The key, he explained, is to commit to something and believe in it until the end. Pol shared that, at his agency, they are obsessed with detail, which they call control freak, recalling the Rosalía project with Mason and CANADA, where each shot had to include a letter of the alphabet.
For his part, Jordi Solé contributed his vision from the perspective of advertising production, commenting that ‘sometimes it’s good to narrow down ideas in creativity, taking them to a place that wouldn’t be possible.’
Jordi, in turn, emphasised that they often think about how they can make that piece iconic, that mark of craftsmanship ‘that drives us to make it special’. He noted that they generally do all post-production in-house, in order to have total creative control over the piece, acknowledging that ‘we’re not very good at delegating’.
Both presented several real examples of campaigns and agreed that ‘if we work together, we can go far, united as one,’ recalling that when that relationship between production companies and agencies is achieved, ‘it’s incredible.’
Finally, the duo concluded with a reflection: ‘Through thick and thin, this is how we understand how we work at this agency,’ noting that whether they have a low or high budget, ‘we are equal in everything.’ They acknowledged that sometimes reality presents situations that differ from theory, but they allow themselves to be surprised because ‘there is a creative opportunity that you never know where it will come from, but it always finds you.’
