Eric Abromson
As a Creative Director, is it possible to create anything that you can imagine?
Absolutely. Of course, there are numerous variables that will determine how well the idea comes to life: budget, execution, talent, commitment, etc. But none of that matters if you're not starting off with a brilliant idea.
Please share with us your absolute favorite project from amongst all your work.
The challenge for Kenwood was that each time an advancement was made in the world of audio technology, everything that came before it was suddenly obsolete. So we presented a fun, unique, engaging campaign that showcased Kenwood was Future Ready Already. Flying cars, jet packs, and domesticated robots were no match for the incredible forward thinking being brought to life from Kenwood.
How do you manage critical feedback on your work?
When I first started out in advertising, my initial reaction was to defend the work. I wasn't fully engaged in listening to the feedback; I was too busy forming a rebuttal. Now, I welcome constructive criticism. I look at it as an opportunity to come back with something better, smarter, and more creative.
How do you walk the line between being unique, giving a good user experience, and having commercial appeal?
Be smart, but be simple. And put yourself in the shoes of the consumer. It's great to be clever and surprising - but not if you're also being confusing and frustrating.
Which popular comic character represents your artistic self the best?
Robert "Bob" Parr. Although you may know him best as Mr. Incredible. When he was younger, he was super strong, durable, and nearly invincible. But as he got older, he realized he didn't need to do everything himself and that he could be even more powerful with the help of his family/team.
When creating a brand identity, how important is target audience research?
It's extremely important to know and understand your target. But you know what's even more important? Knowing and understanding your brand. So before you do a deep dive on your audience, do that deep dive on yourself.
Before starting a new project, what information are you looking for from the Customer? What do you ask them?
Everything. Too broad? But honestly, I want as much information as possible at my disposal. I'm fairly adept at using what works and discarding what doesn't, so give me all you got because sometimes one little seemingly trivial piece of insight can become the genesis of a really freaking big idea.
How has your work evolved since you began your practice?
I still love creating ideas that are intelligent, or funny, or thought-provoking, but now I'm just as interested in the humanity of the work. The honesty; the authenticity. Because after all, advertising is still one person having a conversation with another person. (And yeah yeah, I know all about AI. And while AI has its place, it will only take over if we allow it to. And at that point, AI won't have won; mediocrity will have won.)
How do you balance artistic expression with technical precision in your work?
Hire great Designers and Art Directors. ;-)
