beon. Worldwide

“Inspiration does not , you have to find it”

Friday October 25th, 2019

We have talked with our colleague Adrián Benítez, Art Director at beon., who highlights how we should know the field we work in, have a problem-solving approach and get by on one’s own, efficiently. When facing a new project, he follows what he consider essential tips, that we share in this interview.

What are the skills that a good Art Director should have?

Today, curricula are overloaded with technical skills. We can all acquire knowledge easily, economically and quickly, the important thing is to know how to develop them. Anyone can know even the most remote Photoshop command, but if they don’t have the ability, they can stay in a nice but unhelpful photo editor.

With new technologies, professional programs are closer to anyone through wonderful Apps that solve your life, but are not synonymous with quality. You have to know in which medium we work, be decisive and look for life efficiently.

You work in different formats, both online and offline, what difference in approach you take in each of them?

In my day to day I am focused on a more offline creative department. It is essential to think or know the media to which a project is going to adapt. It is not the same to think of a purely physical editorial design, than an analog or digital one.

I think that projects are not only more creative because they have a more groundbreaking concept or a super attractive graphics. You have to know with all the tricks we can play. For me, a brand is more powerful for the taste in the choice of paper and finishes for its physical applications, than for the amount of WOWs obtained when viewed in digital sketch.

Like the visual and dynamics brand of the famous Spanish post ad, we have to know that physical applications go beyond CMYK and Pantone. Clients are dazzled with the brightness of a stamping, but then do not invest in a good paper.

Do you use a special technique when starting a new project?

Tough each challenge is different, and I would never follow exact guidelines, t I do have some essential tips for any project:
– Know the client or brand as if it were a friend.
– Research the competitor’s positioning.
– Always respect the identity.
– Communicate that identity in an essential way.
– Unleash creativity.
– Create unity, all project pieces count.

What are the ingredients for the perfect advertising campaign?

Nowadays, the overwhelming visual and advertising overexposure make that a successful campaign is not one just base don visual, artistic, and economic quality, but in the number of people that feel, experience, and share it. A good campaign does not always have an ideal budget, team, or development. Creatives have to expand all this, coping with any challenge. Sometimes guerrilla marketing becomes more viral and positions a brand better than a giant campaign advertised in every possible way. And that is what we have to know how to take advantage of. One of the most important things to create excellent projects regardless of their budget, equipment, timing, etc. It is the perfect communication between the whole team, and starting from there we can do whatever we aim to.

How does inspiration arise?

Inspiration does not arise, you have to find it. We may think that some days are more fruitful than others, that inspiration comes and goes, but I think that is not the case.

As creatives, we are problem solvers; we provide solutions to of issues that a project or client raises, and the search for inspiration is the beginning of those solutions.

Balance Productions


Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

See website
×

Expresión

 

Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

See website
×

JanOff

Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

See website
×

Kunst Deco


Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

See website
×

Moonflower Technologies


Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

See website
×

Next Studio


Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.

 

See website
×

OnOff Audiovisuals


Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

See website
×

Stands XL


Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

See website

×