Useful Creativity: How to Design Effective and On-Budget Video Campaigns, from Social Media to TV, with the Right Creative Process

Videos are products that can be designed with concepts that are adaptable over time, in different formats, and on different platforms without losing their communicative power, while staying within budget. Creativity, as Poincarè said, is the ability to combine pre-existing elements in new, useful combinations. With our "useful creativity," we have worked for Save The Children, Merchant of Venice, Istituto Marangoni, and Unicoop Firenze. It went well, and I will tell you why.