Creative Agency: Capital C

It may not be the newest one, but it’s a smart one.

Why do I like it? Because it makes an honest use of the vocabulary interaction can offer in order to convey a message, and communicate – with integrity.  As visual designers we are all familiar with the tool kit we get at school: Brand identity composed of colors, shapes, grid…composition.  When we began blending animation into the palette, we discovered that motion also has a vocabulary of its own – easing , tweens, effects – and that motion, when used wisely, can refine identity. Then came interaction, and with it came a whole new set of tools: navigation, feedback, direct manipulation, readability and usability.

Successful interactive advertising entails finding the right mix of all three. When the vocabulary of interactivity is not just another call to action, when it becomes a true instrument in the mix of good experience design, this, to me, is a happy moment.

Gefen Lamdan

Sr. Product Planning Manager | Creative Eyeblaster