beon-communication

“Analyzing the opportunities that a project opens is the most exciting part.”

Thursday February 14th, 2019

Jesús García confirms that digital media open a vast creative universe. Also, that professionals should keep on risking, as this is the right path to “keep growing, keep innovating, and keep being creative.”

How would you define the creative process today?

I guess that everything has to do with the clients, and the type of project accomplished.

Generally, when we receive the briefing through the account department, we start working in a counter-briefing. We study the project, we analyze it, and then we disclose all its points and question in order to make an efficient, but also effective work.

Once all issues have been discussed, we start the creative process. Personally, I think that analyzing all the opportunities a project opens is the most exciting part in this process: ideating something, then discarding the idea, creating something new form the discarded materials, and so on. Then, the moment in which everything seems to work fine… even perfectly. That is the idea.

Then we have to ‘paint’ this concept, that is, to design it. Other creative process in which a powerful and attractive visual identity in line with the concept emerges to add more quality.
Finally, you have to convince your client of the fact that this is the best campaign for their brand. And we achieve this through a whole universe created around this campaign, from videos disclosing the creative concept to innovative ideas to present it.

As creative director, what do you think a good advertising campaign should include?

An element of boldness. This does not mean that all campaigns must take risks, but all brands must keep evolving. This is exactly what risk involves; to empower your image, your creativity, your brand.

Which channel or tool is the main creative source for you?

I could not decide on one in particular and I dare not say the standards, such as design books or web pages in particular. It helps me a lot to read about a subject in question. When I receive a briefing, whether I know what it is about or not, I research about it, I get informed and trained. When you know what you read, ideas come out much faster and you can be confident about them.

Which media is currently offering the greatest creative flexibility?

Everything that is new has the capacity to surprise us. The digital media provide endless possibilities as far as creativity is concerned, but when you stick to something more conventional the impact may be much greater. We must never lose our conventional creativity, but reinvent it.

Does innovation means taking risks?

Indeed, but we should not understanding this risk as something negative or foolish. In fact, not innovating may involve real risk for a brand.

And as I said before, for me the risk is nothing more than to keep evolving, keep walking, and keep creating. And this type of attitude can never be something negative.

People have a thing for uniqueness. This type of remembrance not only affects the distinction between brands, but also the innovation in your own brand, that is what people remember. And this is why we have to risk and try always to innovate.

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

×