Friction is what earns that attention. It interrupts. It unsettles. It makes you stop, look twice, and feel something. And in that pause – in that beautiful moment of friction – brands have the chance to shift culture, to spark conversation, to grow. We call it Beautiful Friction.

The spark of creativity
Creativity cannot thrive in a frictionless environment. Every creative process starts with many small and fragile ideas that hold little value on their own. But it’s through friction – where different perspectives and ways of thinking collide – that small ideas grow into big ones. That’s why we nurture a culture of Beautiful Friction, where the diverse backgrounds of our people act as the driver of our creative output.

Co-creation in tension
We co-exist to co-create. Our clients know their business better than anyone – we never will. What we bring is our expertise in communication and creativity. When these worlds meet, tension arises. And it’s in that tension, in that friction, where the best ideas take shape. That’s why we don’t just work for our clients, we work with them. 

Advertising has a strange relationship with its obsession with change – always embracing new concepts and buzzwords. We believe in the power of the Big Three, all proven by evidence. Why? Because emotions, codes, and time are the real profit multipliers of creativity

Emotions

The first principle of behavioral science is that humans, as highly intelligent beings, don’t like to think. For good reason, mental energy is a limited resource. That’s why evolution has equipped us with what is called cognitive bias. Up to 95% of our daily decision-making is based on intuition and gut feeling, not rational thinking. Being more emotional than competitors is key to driving larger brand and business effects.

Codes

Creativity is not about how things look. It’s about how they are received. 75% of all advertising receives zero active attention, and 2 out of 10 people don’t remember which brand was in the ad. Distinctive brand codes are a key catalyst of creativity’s impact of building attention and mental availability. While emotions drive decisions, brand codes ensure the consumer remembers who is communicating. 

Time

The most consistent brands deliver 6× higher profit growth than the least consistent ones. When creativity is consistently emotional, well branded, and sustained over time, it reaches the highest order of creativity – delivering compound effects on both brand and business results.