Christiano de Abreu, Experience Director, Avenue A | Razorfish London

(Periodically, we will post interviews with prominent creative and media executives who are instrumental in bringing breakthrough advertising ideas to the Web.)

My perfect work day:  “We’ve just delivered our work to the client – the coding works, the client is happy, all of the creative ideas flow and we achieve what we set out to do within that day’s timeline.  Normally, given our perfectionist nature, we have to revisit things and make changes, which is frustrating. It would be perfect to have a day where everything just flows.”

My muse best comes when…“My muse comes when with I’m working with the team. Our work is collaborative – I like to hear everyone else’s opinion, work together and feed off each other. Sketches inspire everyone. Also just by talking/ going for a coffee outside and throwing ideas into the air – it’s a very creative process when I am amongst my team.”

My favorite brand experience:  “BHF – the British Heart Fund – was the best experience we had. We booked all the media and did all the strategy for creative. 19 million interactions! This was a breakthrough for us – media & creative conceptualized the campaign together…. The BHF had 3 executions of rich media, in addition to the video assets. The ad brings up a television screen with a little teaser video. We shot both, to make the whole thing work – it was a big collaboration and team effort. The client had never done anything like that online – they were delighted! That process was a big winner for us… Our next campaign is with Oxfam – we’re hoping to have the same approach and delivery.”