Bram Declercq Interview(s)

Viewpoints about Creativity

In a few words, can you tell us who you are what your job title is?

My name is Bram Declercq and I am a photographer and filmmaker, but I believe these terms are bound to a medium. I rather see myself as an image-maker, still and motion.

What word would you best use to describe your office’s culture? Give us an example

We try to work in an open way with our customers. Most of my customers don't come to me with an assignment, but with a problem because they trust us to come up with a solution. So this all starts very vaguely, but step by step we build on this.

If you were stranded on a desert island and could only use one app., which app would it be?

The camera app of course. Like that I can document my adventure ;-)

If you could choose three ads from history that you didn’t work on and add them to your portfolio, which three would you choose? Explain why

Bram Declercq:

1 Volvo Trucks - The epic split. I think the concept and execution are just a piece of art!
2 Humo - Tame your shame. Local campaign but I like humor. You don't see it enough in ads.
3 Volvo Trucks - The hook (sorry big fan of Volvo adds) I had a WTF moment, so that says enough, no? ;-)

What is your opinion on the growing trend of agencies getting involved with developing products for clients?

Can you watch this case study for Hammerhead Navigation and tell us your thoughts on the product and the campaign?

Innovative product. In the ad, the talk is mostly about the product and its development. It says very little about the emotion and experience of the user. Customers want to buy a better version of themselves. The product has to transform them into a super version. This is not the case in this video. Personally, I also have no good experience in mixing emotional content with deep technical content. I strongly believe in different videos where you pull the viewer deeper into the product. Because you use different videos, this happens in stages and the information load is more spread. Like that viewers also can choose when to opt-out.