We’ve never thought of advertising as an island of its own. We grew up on films, records, and exhibitions. Our campaigns are born this way: from a scene in a theater, from the light on a painting, from a chord heard by chance.

We don’t do it for show. It comes naturally. Because art is culture, and culture, when done well, can also be a print campaign.

Without Inspiration, Nothing Rolls.

When we start thinking about a new production, the first step is almost always a playlist. Or a visual reference. Or an image we’ve been carrying with us for a while. Then come the slides, the strategies, the budgets. But before that, there’s that feeling. That Antonioni scene. That cut of light. That page from a ’90s magazine.

And it all begins there.

Our Recurring Obsessions

Over time, we’ve understood what moves us the most:

• Cinema — especially the kind where little happens, yet everything does.

• Music — best with a syncopated drumbeat.

• Works of art we wish we could step into.

• The wrong photographs that turn out perfect.

• Books that don’t talk about advertising (but talk about everything else).

Curiosity as a Craft (and as a Flaw)

It’s not just inspiration: it’s a method. We can’t brainstorm without bringing in an outside reference.

The risk? Going overboard. Sometimes we start a meeting for a reel and end up talking about Ghirri, Wes Anderson, or a Björk cover. But maybe that, too, is part of the process

Final Thoughts

If there’s one thing we’ve learned, it’s this: nothing is ever invented from scratch. Every good idea has roots, and ours are sunk deep into vinyl records, cinema seats, and overcrowded museums. Because if art is culture, then well-crafted advertising can be too.