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"One day, the boy met that girl."

The story begins like this. When he caught a glimpse of a world brimming with creative charm, the boy fell in love. That sunny day in April became unlike any other. The boy stepped into an elevator and got off on the 14th floor. A girl with eyes bluer than the clear blue sky and skin whiter than the falling snow was waiting for him, a smile on her face. In a space inhabited only by the girl and strange creatures, she was called Idea.

The boy found his passion. A strange sensation gripped him. It felt like his chest was tightening. He felt they would be eternal lovers. The girl was an endangered species wandering the city. An artist. A wanderer. Different from others wherever she went. She felt differently. Unfindable anywhere else. Deeply etched impressions. Boredom. Uncertainty. Prima donna. She was the ruler of the Creative Kingdom. Living in a world unlike any other. A world only she inhabited.

Her entourage indulged and idealized her within their limited world. Flattery that belied their true feelings. People who spoke in a mix of abbreviations and foreign words. They talked about everything and said nothing. They knew everything and knew nothing. They were entertainers. Actors. Clowns. Directors. Obsessed with details, fixated on formats, possessed by product cuts. Rare people who knew product cuts inside out.

Where they gather is like a parade. Instead of dressing up in costumes, they dress up their egos and compete. I'm better than you. I'm superior to you. Me. I. Myself. People who live eternally, second by second, around the girl. People who know a second is made up of 24 frames. People who believe everything that happens in life can happen within those 24 frames. No failure, no adventure, no compromise. When they fall in love with her, they are given the title of crazy. They are called creative people.

The boy's eyes reflect the creative world. The boy meets a girl named Idea. Unable to resist, he falls in love. He falls, endlessly.

 

(Supervised by: Dentsu Inc. Global Business Center

  Illustration: Dan Kiko)

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Author

Joao Flores

Joao Flores

dentsu X Singapore

Born in Portugal. Started playing soccer at age 13, becoming champion as part of the Austrian U-16 team in Europe. Later signed as a professional player. At age 23, received a revelation: "Live in the world of ideas, not by scoring goals." Jumped into the advertising industry, winning a Cannes Lions Gold Award at a Portuguese ad agency. Worked for two years as a Creative Leader in Dubai, joining the company in 2018. I always know where I want to go.

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