Power of Creativity
In 2022, I joined Ceros, a New York-based tech company, as a Senior Creative Consultant. My role was initially to assist in pivoting the company from B2B to B2C, but while a change in business direction meant the pivot never materialised, I had the opportunity to collaborate on several creative and impactful projects. Among these, the standout was their production presentation, The Power of Creativity.
Just a month after starting, I was tasked with helping the CEO, CCO, and creative team bring this campaign to life and make it the most compelling presentation in the company’s history. With Ceros’ mantra of “Creativity Matters” as the foundation, we developed a format that explored creativity across multiple industries. The campaign centred on interviews with a diverse range of creatives: the CEO of Dribbble, the VP of Interactive at Vimeo, a graphic designer and hand-lettering artist, a fashion designer, and a musician. I was even featured in the broadcast as a muralist and creative at minute 28:24.
My vision was to showcase the raw, behind-the-scenes elements of creativity, countering the overly polished aesthetic typical of tech presentations. Creativity is often messy, involving mistakes and experimentation, and I wanted this to shine through. To that end, I pitched the idea of shooting the campaign in a warehouse, exposing the team, the gear, and the real work that goes into bringing a project to life. This concept was most evident in the opening drone-shot sequence, which I helped direct. It began with a sweeping view of the Brooklyn skyline, transitioned into the warehouse, and revealed the project layout, the camera operators, the team members, and the behind-the-scenes setup before landing on the opening backdrop—a mural I hand-painted specifically for the event.
Beyond the visuals, I contributed to nearly every aspect of the production. I helped craft the dialogue, develop the interview setups and questions, and design the event’s backdrops. I also gave input on the editing process to ensure the final product aligned with our vision. The project required intense collaboration and long hours over the course of a week in Brooklyn, and I thrived in this environment. For the first time, I wasn’t leading the operation, and I loved the opportunity to bounce ideas off peers, the director, and the CEO.
This was also my first project in the tech world, requiring me to quickly adapt to a new industry, team, and pace—all while working through jetlag and meeting tight deadlines. We brought the entire campaign together on schedule and under budget, creating something that truly celebrated creativity and resonated with the audience. The Power of Creativity remains a highlight of my career, showcasing my ability to adapt, collaborate, and contribute meaningfully to a new field.
You can watch the full broadcast below, I would highly recommend watching at least the opening sequence.
