BLACK BAG | Diary of a Creative Director | An exploration of the road to greatness

Marcello Serpa
CEO, Creative Director
ALMAP/BBDO

“…If you produce a lot of ideas, you’re going to find good ones in there. It’s about amount. It’s about quality. Quality comes from quantity. In the creative process you have to see the ad. Make, make, make, make, make, make, make, make it. In the end you look and see one good one, ah this is average, and you pick up the best ones.”